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Content - Victorinox opens first Japan store with new style

  • July 18, 2017

Victorinox opens first Japan store with new style

Tokyo (SCCIJ) – Victorinox from Switzerland, the world’s biggest manufacturer of pocket knives with its own watch, travel gear and fragrances lines, has opened a new Japan store. Located in Tokyo’s trendy area Harajuku Jingumae, it offers new shopping experiences and a wider selection of products and services, also targeting female and younger consumers. For the first time in Japan, Victorinox customers can now select their pocket knife handles and try out the Victorinox kitchen knives themselves. The store is the first Japan store without the Victorinox apparel goods collection line which will be discontinued after this autumn & winter collection.

Front of new Victorinox store

Knives, watches, travel gear, fragrances

Customers can choose from over 200 models of pocket knives and multi-tools and approximately 150 household and professional knives in all shapes and colors. They can also find Swiss-made quality watches and a wide range of ultra-light travel gear with practical compartments.  

There is also an exclusive fragrances collection for both men and women. Also on the shelves is a variety of domestic leading products such as Japan's limited edition watch "INOX TITANIUM SKYHEY LIMITED" and a Japan limited color professional diver watch.

Long-established Swiss brand

“The new outlet reflects the solid values of this long-established brand: quality, functionality, innovation, and iconic design”, said Ms. Mamiko Tanaka, President and Chief Executive Officer of Victorinox Japan at the opening.

The location right in between Shibuya and Harajuku on Meiji Dori has been chosen carefully. “This epicenter of culture and fashion has a perfect blend of international and domestic retailers and food offerings”, Tanaka explained.

New Japan store concept

Customers can enjoy customizing their Victorinox pocket tool model such as Standard Spartan PD (10 functions), Explorer (12 functions) and Rambler (16 functions) by selecting their favorite handles from eleven colors for each side and also receive an individual engraving which is produced on the spot. Fees are charged for the engravings and some types of handles.  

The store also offers kitchen knives with rosewood handles that are only available at exclusively owned stores. As another new service, customers can return their old kitchen knives regardless of its brand to the Victorinox store.


Text: Martin Fritz for SCCIJ; Photos: Victorinox Japan


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