Origin Tale

A Remarkable Journey Through Time

At the heart of our history is the Böegli family whose legacy as precision Swiss watchmakers spans over four generations. Back in 1904, Mr. Louis Shwab laid the foundation with the watch factory in Moutier, Switzerland, crafting exquisite pocket watches and clocks. Fast forward to 1984, and Mr. Louis's grandson, Mr. Jacques Böegli, introduced wristwatches, birthing the iconic "Swiss Military" brand.

Legacy

timeless heritage

At Swiss Military, we weave narratives for the discerning buyer. Narratives that showcase intricate detailing and unparalleled value. Every product we offer is an evidence of meticulous crafting. We believe this is but a small step towards building our legacy.

Curating multi-utility masterpieces for those who seek innovation with a distinctive touch. We make sure every purchase echoes with refined taste and is truly timeless. So that it can be a testament to the heritage that began more than a century ago.

legacy

Brand Evolution

Decades later, Mr. Jacques's son, Mr. Jean-luc Böegli, expanded into sportswear and outdoor gear, coining the name ‘PROMOSHIRT.’ Mr. Ashok Sawhney, former Marketing Manager at Langendorf Watch Co., Switzerland, a visionary with global marketing prowess. He collaborated with Mr. Jean-luc to propel Swiss Military worldwide.

Global Aspirations

Mr. Sawhney recognized the potential for a unified premium lifestyle brand, advocating for diverse categories under the ‘Swiss Military’ umbrella. Global operations fell under Mr. Sawhney's purview through ‘Promoshirt,’ while Swiss operations remained in Mr. Jean-luc's hands through BTS Böegli Trading & Selling. 

Leadership Dynamics

The newly formed Promoshirt SM S. A. entrusted its leadership to key figures:
• Mr. Jean Maurice Maitre, Administrator
• Mr. Ashok Sawhney, President
• Mr. Denis Nappiot , Fiduciary 
• Mr. Anuj Sawhney, Managing Director

mission-unleashed

Mission Unveiled

Our mission is to enhance the lives of our global customers by creating exceptional, timeless lifestyle products that seamlessly blend cutting- edge craftsmanship, innovation, and elegance with affordability. We aspire to be the epitome of sophistication and quality.

Our inspiration lies in breathtaking landscapes, from majestic mountains to serene lakes. We draw from the harmonious coexistence of nature and modernity, infusing our designs with grace, functionality, and sustainability.

Visionary Horizon

To be the preferred choice for discerning individuals seeking premium lifestyle products that reflect precision, authenticity, and luxury. We envision a world where our brand symbolizes excellence and inspires a life well-lived.

Brand Essence

Inspired by Innovation

In the midst of today's product saturation, Swiss Military shines uniquely. We delve deep into understanding both fundamental and evolving needs, conducting meticulous research to craft products that not only meet but surpass expectations – encapsulating the spirit of our ‘Innovation Unleashed’ mantra.

Brand Ethos: Rise & Conquer

In the face of peer pressure and a hunger for accessible luxury, Swiss Military emerges as the beacon of empowerment. Our brand ethos, encapsulated in the mantra ‘Rise & Conquer,’ isn't just a statement; it's a commitment to providing a premium, all-encompassing shopping experience.

Here, individuals don't just shop; they 'Rise' in their aspirations, empowered to 'Conquer' dreams once considered unattainable. Welcome to a realm where affordability meets aspiration, and every purchase propels you closer to conquering your loftiest goals .

At the core of our identity lies a commitment to high functionality and design simplicity, weaving a distinctive tapestry of style. Our products are not just possessions; they are statements you'd love to showcase and experiences that delight, regardless of the occasion.

Our mission is clear — to seamlessly integrate into your life, becoming more than just commodities. We aspire to surround you with the essence of ‘wholesomeness’ turning every moment into a testament to quality, innovation, and the joy of living.