by Brian Lipton


Photo by Ric Kallaher

Connecticut-based lifestyle brand Victorinox Swiss Army Inc. has opened its newest U.S. brand retail store at the world-renowned Rockefeller Center. It will be the company’s second brand store location in Manhattan, following the opening of its Flagship Store in the SoHo district in 2013. And the eighth brand retail store footprint for the company in North America.

The company, which made its name with Swiss Army knives, also sells such categories as watches, travel gear, and men’s and women’s apparel. The Rockefeller Center store will offer exclusive Swiss Army Knife designs not available anywhere else, as well as a Swiss Army Knife personalization and customization station in the center of the store where consumers can choose their preferred color knife handles and engraving for their favorite knife.

On its opening day and on July 15 (while supplies last), Victorinox Swiss Army will have available for purchase an exclusive Swiss Army Knife design commemorating the new Rockefeller Center store opening and the 125th Birthday of the Swiss Army Knife.

“Retail expansion in New York represents an opportunity to showcase the Victorinox Swiss Army brand to visitors from around the world in one of the most popular and renowned shopping districts in the U.S,” said Carl Elsener, Global CEO of Victorinox. “When you visit New York, Rockefeller Center is at the top of the list of must-see destinations. Its rich architectural history and curated collection of some of the world’s most respected retail brands also created the perfect synergy for bringing the authentic Victorinox Swiss Army brand experience to consumers in the heart of Midtown Manhattan.”