Listen to the audio version of this article. Duration: 6 minutes.

A brief and fascinating exploration of the rich heritage of the Swiss brand known for its iconic Swiss Army Knife. From its origins as a family-run workshop in the 19th century to its rise as a global brand, with Italy as one of its first foreign markets, thanks to the longstanding friendship between Karl Elsener and Künzi, childhood friends from Switzerland. Künzi, now a key distributor of premium outdoor accessories in Italy and Europe, became a natural partner in bringing Victorinox’s tradition and innovation to the Italian market.

VICTORINOX

Founded in 1884 by Karl Elsener I in the small village of Ibach, Switzerland, Victorinox started as a modest family workshop producing utility knives. By 1891, Elsener secured his first military contract, supplying the Swiss Army with multi-functional knives, including a blade, screwdriver, and even a hoof cleaner. This early success laid the foundation for the legendary Swiss Army Knife, which has since become a symbol of outdoor living and a true pop icon.

The Victorinox name

The name Victorinox reflects a deep connection to the Elsener family’s heritage. It combines Victoria, the name of the founder’s mother, with “Inox”, short for acier inoxydable (stainless steel), a material that revolutionised knife production in the early 20th century. This combination symbolised the brand’s commitment to family values and technological innovation.

From army tool to outdoor icon

While originally designed for the Swiss military, the Swiss Army Knife quickly transitioned into a must-have for outdoor enthusiasts. Its compact design and multiple functions made it perfect for hikers, campers, and adventurers. “The whole idea,” explains a representative from Künzi, Victorinox’s distributor in Italy, “was to combine as many functions as possible into the most compact tool available, ideal for soldiers or anyone exploring the wilderness.” Over time, new tools were added to the knife, like corkscrews, bottle openers, and saws, catering to outdoor needs. This adaptability helped the Swiss Army Knife remain relevant, making it a staple of outdoor living. Victorinox also introduced specialised models for activities like sailing, hiking, and even electronics, always keeping up with consumer demands.

A long-standing partnership

The relationship between the Elsener and Künzi families spans over 85 years. In the 1930s the Künzi family moved to Italy and began distributing Victorinox products. The business relationship turned into friendship when Andrea Künzi’s father attended school in Switzerland with Karl Elsener III. Since 1937, Künzi has been the brand’s official distributor in Italy, helping Victorinox grow into a household name.

In a creative collaboration, Künzi launched a special edition series dedicated to Italian art cities. This collection was designed to appeal to both tourists and locals, giving the Swiss Army Knife a local flavour and celebrating Italy’s cultural heritage.

“Our families’ connection goes beyond business. It’s a bond built on mutual respect and a shared passion for quality. That’s what makes our partnership with Victorinox so unique” remarks Andrea Künzi, reflecting on the enduring friendship.

Global popularity

While the Swiss Army Knife became a Swiss icon, its global recognition surged after World War II. American soldiers stationed in Europe discovered the knife, a standard issue to the German army, and were impressed by its functionality. Many took the knives home as souvenirs, leading to widespread popularity in the U.S. “It was like a snowball effect,” explains Künzi. “American soldiers saw the knife’s practicality, and suddenly everyone wanted one.” The knife’s reputation soared even further in the 1980s, thanks to TV shows like MacGyver, where the Swiss Army Knife became a tool for inventive problem-solving.

Expanding into culinary and outdoor worlds

Although Victorinox is most famous for the Swiss Army Knife, it has long been a leader in the culinary world. Victorinox began producing kitchen knives early on, and these knives have become staples in homes and professional kitchens. Known for the same durability as their outdoor tools, Victorinox kitchen knives are widely respected. In Italy, Künzi has helped expand Victorinox’s reputation beyond outdoor products. The company collaborated with a famous Italian pit-master to launch a barbecue knife set, designed for outdoor cooking enthusiasts. This move highlights the growing crossover between culinary tools and outdoor living, reinforcing Victorinox’s presence in both markets. As outdoor cooking and living continue to rise in popularity, Victorinox remains a trusted companion for adventurers and home cooks alike. The brand’s commitment to quality, innovation, and tradition ensures that it remains a global symbol of reliability and craftsmanship, whether on a camping trip or in your (outdoor) kitchen.

The “Spartan” basic model of the Victorinox Swiss Army Knife, a true pop icon and symbol of outdoor living.

Copyright © Homa 2025

All rights reserved