SINGAPORE. Swiss lifestyle brand Victorinox will showcase its ‘Made to be Prepared’ concept at the upcoming TFWA Asia Pacific Exhibition in Singapore (Level 1 M10). The company is previewing its presence via a colourful makeover of The Moodie Davitt Report desktop homepage along with an elegantly curated treatment on the mobile website.
Made to be Prepared is all about preparing consumers for everyday challenges through smart and masterful solutions.
A new space highlighting style and innovation
Victorinox’s expanded 31.5sq m space at the TFWA Asia Pacific show offers better visibility for the brand’s core travel retail categories: Travel Gear Essentials and Watches.
The stand is designed to offer more engaging brand experiences to visitors, including an engraving station which will allow them to personalise a Swiss Army Knife scale or Travel Gear ID tag which can be added to their luggage.
The space serves as an ideal platform for Victorinox’s novelties including the Airox Advanced and extended Spectra 3.0 luggage lines as well as Travel Gear Accessories. Its watch collections, particularly the bestselling I.N.O.X Chrono, Journey 1884 and new Victorinox Dive Pro timepieces, will be on full show.
Victorinox Head of Global Travel Retail & Fragrance Sales, Gloria Dix said: “We are eager to build on recent momentum in Asia Pacific to further increase the footprint of our core categories, Watches and Travel Gear Essentials, in Hainan and other key high traffic locations. It’s exciting to be returning to TFWA Asia Pacific Exhibition with an enhanced presence that allows us to effectively showcase our new Made to be Prepared concept and our smart, masterful product portfolio that prepares consumers for everyday challenges.”
Dix continued: “As a brand, we are constantly reviewing how we can move forward. Our Made to be Prepared concept is more than just a tagline, it marks a new chapter for the brand in which we focus on category awareness and comprehensive brand messaging. Essentially, we are redefining preparedness for a new generation, and this is being brought to life in our new product launches that feature an elevated design based on new consumer needs.”
The Victorinox Dive Pro
The Victorinox Dive Pro collection is a range of ISO 6425 certified diver’s watches, tested for a water resistance of 300 metres. The watches can brave sand, dirt, impact, and vibration and are available in a variety of material and colour combinations.
The Dive Pro range features two types of movement: the proven Ronda 715 quartz and the new Sellita SW 220-1 automatic. The latter has a 38-hour power reserve and a day and date display with quick setting.
The watches feature a clear dial with oversized dots and hands that glow in two colours of Swiss Super-LumiNova with blue for diving and green for time indicators.
The quartz watches have the protected screw-down crown at 3 o’clock and the automatic ones at 4 o’clock. Both crowns are easily adjusted with gloves. The bezel has a unidirectional mechanism. It also has notches for a better grip, and a 20-minute gradation for diving safety.
It is available with steel or titanium cases, both manufactured in Victorinox’s own Watch Competence Centre located in Delémont, Switzerland.
A dynamic line-up of listings and animations
In the first few months of 2024, Victorinox has secured listings for its I.N.O.X Chrono/I.N.O.X Mechanical watches and Travel Accessories Edge Backpack across three major Chinese international airlines, in addition to running a series of activations for Lunar New Year.
Victorinox ran a special promotion at China Duty Free Group’s cdf Haikou International Duty Free Shopping Complex, which offered a festive Year of the Dragon pocket knife gift set. 
