Who we are
Swiss Military is a medium to connect our customer to the world of Premium Lifestyle Products bearing the highest quality standards at surprisingly affordable prices. We call it "Affordable Luxury".
At Swiss Military we begin our research by recognising basic unfulfilled needs of our customers and begin designing products that addresses this need for which there is no other product available in the market. Thorough research is then conducted to arrive at the best possible design / material / technology to construct the product to cater to this unfulfilled need or the 'demand vaccuum' as we call it.
It is this very inspiration that has resulted in us creating a plethora of innovative products such as the 3-in-1 Universal Charger, the 7-in-1 Keychain Tool, the Multi-Utility Laptop Overnighter bag, the Universal Travel Wallet cum Passport Holder, the Windbreaker Pullover cum Jacket, the Universal Pocket Card Tool or even the World Alarm Travel Clock cum Organizer Torch.
We believe in the philosophy of ensuring Happiness amongst our customers by designing world-class products that both set trends and follow functional designs with multi-utility features. Affordability is key for which extensive research is conducted into the material used, design adapted and functionality at hand. The combination of a great product ensures a fulfilled and happy customer base which is the reason why Swiss Military is presently one of the fastest growing brands globally.
Values such as reliability, quality, innovation and sustainability stand for the true spirit of Switzerland which is adhered to with every product coming off our global product lines. Vendors are trained and audited to understand the importance of a reliable product for which strict adherence is governed by our global team according to Swiss quality mandates. Our purpose is to become a part of your life in order to see perfect 'Swissness' around you. The track record goes on…We look forward to our future in serving you.
Decades ago, the story of Swiss Military started with an ambition - "With a clear vision, an explicit positioning and affordable premium products, we will become the fastest growing brand across various product segments from Europe". It was from the very outset that the Swiss Military brand bouquet had the obligation to meet these high requirements and to adhere to its deep roots and values at all times. Ever since, we have strived hard to upkeep the tradition alive with a wide range of expanding product categories so that the company emerged from a small one-man trading business to one of the fastest growing global brands in the premium lifestyle segment today.
Mr. Jacques Boegli of Moutier, Switzerland started making Swiss Made watches under the brand 'Swiss Military' in the year 1984. The brand grew with Mr. Jean-Luc Bögli, son of Mr. Jacques Bögli an enthusiast of diverse outdoor activities himself, after he launched his first clothing line in the ever-growing range.
It is at that juncture that Mr. Ashok Sawhney took over as C.E.O of the brand Swiss Military Worldwide. At the very onset, Mr. Sawhney saw a window of opportunity in the market due to dearth of affordable and good quality products and expanded the product range then by introducing Swiss Military Watches, Writing Instruments and Garments in Switzerland. His keen eye for detailing and design saw an immediate acceptance of the product lines in the Swiss market at the time.
Gradually both the scale and scope of operations grew rapidly owing to the exclusive brand positioning that Swiss Military has attained over the years. The scope of the brand was expanded by rapidly adding new countries and new product lines to the portfolio. Today, Swiss Military is a brand that is widely patronised by those who attach great importance to excellent quality and execution as well as to a unique and trendy outfit.