Behind the most beloved wilderness essential lies a century-old rivalry
In backcountry circles, the Swiss Army knife is the ultimate nostalgia hit. "It's like my old friend," says Rainier Mountaineering's Lou Whittaker. "I'd take it anywhere—and I have." But don't ask the 71-year-old to name which of the two companies licensed to produce the knives—Victorinox or Wenger—made his. "By God, I wouldn't know
which one I've carried," he says. You can't blame him—the cutlers themselves have done little to clear up the confusion since the early 1900s when Wenger, in the French-speaking town of Delémont, Switzerland, protested that Victorinox, located in German-speaking Ibach, shouldn't own exclusive rights to supply the Swiss military. The government,
being Swiss, compromised, and split the contract between the two in 1908. Later, both agreed that Wenger would be the "Genuine Swiss Army Knife" and Victorinox would be the "Original Swiss Army Knife." "When you've got the 'original' and the 'genuine' you've got a terrible thing," laments Peter
Gilson, chairman of Swiss Army Brands, the North American distributor of Victorinox. Here's the English version. —ERIC HAGERMAN
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VICTORINOX |
WENGER |
| Logo |
A white cross on a red shield. |
A white cross on a rounded off square. |
| Defining "original" versus "genuine" |
"The word 'original'...speaks to the heritage of the company," says Swiss Army Brands spokesman Jeff Turner. "We are the ones that invented the knife and brought it to market." |
"'Genuine' instantly connotes authentic, but if you think about it for a minute, it also connotes original," says Wenger's Dennis Piretra. "But 'original' alone tells me there is another one." |
| Biggest, baddest knife available |
The SwissChamp boasts 22 folding implements. |
The Tool Chest Plus packs in 18 gadgets and 33 functions. |
| How to pick a fight with a Swiss cutler |
Cite Wenger's claim to superior innovation: "There's just no shortage of innovation in our organization," says Turner. "I'm not concerned about innovation. We are great innovators." |
Suggest that Victorinox is in effect footing the bill for marketing both brands: "I think there's drafting on both parts," says Piretra. |
| Techno-gimmick |
The Altimeter knife includes a built-in altimeter. |
The Laser features a tiny laser pointer. |
| Strategic advantage |
Has exclusive right to use "Swiss Army" for non-knife items. Claims to have 75 percent of Swiss Army knife market share. |
The more money Victorinox pumps into "Swiss Army" products, the better the buzz for Wegner's knives ofthe same name |
| Total knife inventory |
65 |
90 |
| Telltale indicator of Swiss heritage |
On the occasion of the 100th anniversary of the Officer's knife, the company commissioned Swiss composer Peter Lüssi to write the "Swiss-Knife-Rag." |
Wenger's Bavarian-kitsch Web site invites browsers to enter the "Club Haus." |
Total Swiss Army knives sold to the Swiss Army this year: None (Downsizing created a knife surplus in 1997 that's expected to last until 2002.)
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