Swiss Sentry- Alexander Bennouna

You must have a Victorinox in your pocket, bag, or car. If not, you must’ve held one and wanted to get one for yourself. The multifunction pocket knives have had over a century to amass a large following. But for more than 25 years, a new family of Victorinox products is carving a niche for itself: watches.

- Aritha Zel Zalamea

At the Philippine launch of the I.N.O.X. V, Speed sat down with the Swiss brand’s CEO for its watch division, Alexander Bennouna, who wears an I.N.O.X. Carbon. We found out how the brand known for the well-loved Swiss Army knives is taking the same value proposition to timepieces and addressing its consumers’ high expectations. As a bonus, Bennouna talked to us about a very special limited edition set that ties the two together and whether Victorinox is coming up with more watches.

The I.N.O.X. watch, true to its brand, undergoes a battery of 130 tests, which is also a nod to Victorinox’s 130th anniversary in 2014 when the company launched the I.N.O.X. line. That’s why it took four years to develop; a regular Swiss made watch is usually subjected to a maximum of 50 or 60 tests only. The rigorous process is a testament to Victorinox’s promise. In Bennouna’s own words:

“We said we want a watch that you can use like the Swiss Army knife: You have it in your pocket. Most of the time, you will never need it but when comes the moment that you need it, you’re sure about one thing: it will deliver on your expectations. So, the I.N.O.X. is a watch that will never let you down no matter where, how, and when. It will give you this feeling of safety. And it will still look elegant on your wrist.”

What was Victorinox’s philosophy coming into the watch business?

The development of this line, particularly, results from the decision from our side to basically assume who we are and offer to the consumer what he or she expects from a brand like Victorinox.