What’s Happened to Victorinox? (SAK)
Has Victorinox stopped innovating and abandoned the core Swiss Army Knife user-base built over the last 100+ years, that made Victorinox a global Icon of preparedness, to focus instead on style and fashion. In this video I look at the most recent SAK releases and explore what this means for the loyal SAK community and what this says about the direction of the Victorinox brand and business.
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My name is Jonathan, I have a passion for all things gadget, travel and EDC (Everyday Carry), which has filled both my personal and work life for many years.
This includes sourcing, reviewing and product development and the creation of two UK national retail chains. Find out more here: • About Jon Gadget - Who...
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Contents of this video to help you navigate:
00:00 - What's happening at Victorinox?
00:32 - The start of it all
01:23 - My history with Victorinox
02:13 - So...what’s the problem with Victorinox?
03:52 - The latest folding SAKs released over the last 3 years
06:21 - Victorinox Companion
07:21 - Style takes the lead
08:26 - Style at a cost
09:49 - Where is the innovation?
11:00 - We don’t want much
12:05 - Feedback and hopefully Victorinox will be listening
13:34 - Hope for the future
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Replying to Comments:
I really appreciate the feedback in the comments - I find it a source of knowledge and inspiration - so thank you to all of you who take the time to contribute. This is not just for me as the creator, it is a valuable source of information for all readers of the comments. I have recently found that if I continue to respond to all the comments as the number of videos builds, it takes significant time away from being able to produce new content which would be very counter productive! So my aim is to read everything I can and reply when I can, after each video goes live for the first few hours at least, and beyond that when possible. I'll see how that works out 😊
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JonGadget
As I write this comment it is just short of 24hrs since I posted this video. I didn't really expect to get many views for this content and even less in the way of feedback and comments as I felt this was perhaps a bit of a niche subject, and I really just wanted to get some Victorinox concerns off my chest. I have though to say I have been totally blown away by the reaction to the video with over 1,000 comments within the first 24hrs from over 60,000 views. It would appear I am not alone in my thoughts about the brand we love - the sentiment is overwhelming. I truly hope Victorinox look at all of these comments from you all as they make a compelling case and offer real insight from a loyal and passionate worldwide community and I want to personally thank you for taking the time and making the effort to feedback with your views. JG
@JonGadget - Wanted to leave a comment but with over 1000 comments I would get lost in the noise. I am sure you must be overwhelmed and unable to keep up. Because of the response you might want to make another video or two on the subject
I am trying to get through them all! I am hopeful Vic feedback and I can include this in a future video 🤞
Good vid, love my old swisschamp from my younger years, always brings back good memories whenever I pick her up. Like n Sub.
Yup. Start with a few case options. Mix that with various options for each slot. It doesn’t take many options to make it feel endlessly customizable and manageable from a production perspective. Of course you charge a premium to offset the additional costs of production. It happens in the computer world every day. Step 1: pick your form factor. Step 2: pick your processor. Step 3: pick your RAM. Step 4: pick your hard drive. Step 5: pick your video card.
Well said that man. I 💯 % agree with all that you said and look forward to a response from Victorinox.
Imagine a "design your own" concept, where you customize the tools and number of layers you want.
It's being done right now with the rovon multitool..sad to say..RIP victorinox
@@tomwheeler9244 Came here to say this. Roxon is doing this exact thing and they are currently available on pre-order.
@@tomwheeler9244 Roxon Flex
I 100% agree.
I cant see Vic doing that, as their knives are inexpensive, and many of us buy more than just one to have different options. I have 10 and still looking to buy more. If there was a customised version people would only buy 1. I think that's their business model.
As a Swiss I 200% agree with your complaint! VICTORINOX you are loosing it if you don‘t find back to your roots‼️
Thanks for the comment - good to know I'm not on my own here!
They declined after buying Wenger.
As a Schweitzer, you should know that the word is "losing it", not "loosing it", but maybe you have seen way too much US American "English" on the internet 🤣 leider... Sonst, "Schweiz ist nice, aber Bayer ist higher". A 🇨🇦 🐻❄️ in 🇩🇪 says "howdy!"
@@lohikarhu734as an American I have never once heard anyone say “loosing it”. Nice stuck up comment though.
The other Sectors just generate alot of money for them. Also, I wouldn't agree too much with what he's sayin'; the only real "update" they miss still is a "one handing operating Multitool" - which is probably difficult due to patent issues. Furthermore, many things are just unrealistic; you wont get a "tailored SAK" so easily without a price increase. And who's payin' that? Yeah. Then you have actually alot of different Variants and people which buy either a fancy one or several different knives, will go mainly for optics. Every other Stuff is already settled. Always was. Those which want 300€ Bucks Multitools which hold up for a couple of years, will buy a Leatherman anyway. Somebody who wants supersteel pocket knives will buy them for 400€+ by some other Company. Victorinox main thing is; qualitativ good stuff, made in Swiss, for a reasonable price + fancy Watches because, duuuh, Swiss and their luggage game. It's the first pocket knife for European kids, besides the Opinel which is mostly only a knife. And personally, I prefer Wine without a screwcap. It's just more classy. Their Multitools do in fact hold up for at least a decade with regular use. So overall; some stuff people "demand" in the internet is just wild. We all know; nah, nobody will actually go for that and the tiny market which does exist, is already filled with Companies. German Manufactures e.g. went bankrupt, because while there are some people which buy 400+€ Knives yearly, but most people don't. It's not due to "innovation" why Leatherman now sources more from overseas or because the mexican plier jaws are better than their previously in the USA made ones; its because people don't have that kind of money anymore. Especially in Swiss, they are aware of the fact that the time of "Oh, well, I can burn x amount of money monthly :)" are over. So all that talk about innovation is funny but most ideas are either extremly specific or somewhat niche. And for the specific stuff, there's probably already a cheap tool on Amazon, an middle class one and a high end tool by some fancy Company. The Packet opener e.g. - Jeez. You wanna tell me you don't use your Key for the one Package once in a while? Oh, you open regular ones at work? No Carpet Cutter for five bucks around which your Company actually provides for you in Europe? Sure, it's nice to have but seriously, I'd have rather a can opener which could help me because who tf has one at hope or in his car or at work nowadays? Right, and that's it. That's what EDC should be. Something you need and something which isn't available everywhere. If I need it on a daily basis, I'll get a specific tool for that. You wont break open a deer daily with your SAK, you wont open packages daily with your SAK, you wont cut paper with it daily and you wont saw down woods with it.
I sent my approx 40 years old Swiss Army Knife to the factory in Switzerland for service, two years ago. They provided excellent service! I could not have been more impressed. About ten parts exchanged. They phoned me to ask if it would be okay to charge me 3 (yes, three) Euros for shipping. Incredible! They told me they appreciate keeping the «old ones» going. Top marks for customer service
Same happened to me but with a Wenger Swiss army knife. My Dad bought me it in 1980 as a present whilst on holiday in Barbados with my Mum. In 1997 I came to Switzerland for work. At this stage, the Wenger was alot worse for wear, blunt blades, the lens from the magnifying glass was gone, the screwdriver was bent etc etc. Took it to a knife shop called Zwilling on Bahnhofstrasse, Zürich, with not much hope, thought they'd say it's unrepairable but 1 week and just 7 Swiss Francs later it came back like new! Couldn't believe it. Still got the Wenger to this day, has alot of sentimental value as it's one of the only things I still have from my passed Father.
Hi, sadly, I managed to break the plyer's on my Champ. Have thought about sending it back to them for repair. Could you please tell me how to go about it, if you can.
@@user-ky3ti7fs3i contact your local dealer.
@@user-ky3ti7fs3iPliers.
Posh girls one Dunhill tabs. If I see a split arse smoking this brand you know she's classy
The corkscrew is probably the main reason I have Victorinox knives, but then I'm French :D
I'm from a wine region in Germany, I've also always bought the ones with corkscrews and I have used them often enough to keep it that way.
I would not want to miss this, either. I am German but love french wine. :-)
I'm from San Francisco...just South of Napa and Sonoma
Wow, amazing...
I give my best to keep the Swiss Army Knives exciting and useful for the loyal SAK community ... at least in the Outdoor community.
Sure you do Felix, and thank you for that. But Victorinox has to do its part as well: new sak's for the outdoors are missing. Why would they discontinue the 2 layers with saw? That makes a perfect minimalist carry for the outdoors...
there's just so much you can do, Felix; look at the competitors! vic is going the same route as the german car-manufacturers, living of the brand - forgetting what the brand made big in the first place. look at swiza - with all the things they do wrong, they do a lot right. like the linerlock in all models, ticktool (especially in the "Ostschweiz" *VERY* usefull - already had to remove one of these beasts. in march mind you). what kind of SAK-innovation (not counting the venture pro - but try to EDC that in a more "rural area" ;-) did Vic come up with? except the parcel-opening-tool that's only available for a "lifestyle-price"? if you can pitch ideas to vic: pls pitch a "removable blade" so one can take the SAK into the airplane without having it in the checked-in luggage aso. (think rescue-tool for removable mechanism)
Felix, I do enjoy your videos! Thanks especially for showing how to utilize the cork screw and parcel hook in innovative ways.
You make an enormous contribution to the community Felix 👍
Felix you are the SAK Maestro. I hope the bosses at Victorinox will get back on board with making Swiss Army folding knives for EDC and not glorified kitchen knives like the Venture series or the new feminist Lifestyle collection and stop Terminating the production of existing SAK's & scale options. ATB Steve in Tel Aviv, lifelong SAK aficionado with a massive collection of some 250 SAK's and 50 Wengers (including 8 Swiss Buck Wengers). I never have less than 1 SAK in my pocket everyday for the last 66 years since I was a child in the UK with a 58mm red Classic on my key ring.
I am a pipe smoker and pipe collector. Same thing happened to my favorite brand Dunhill. They moved from making the greatest pipes, lighters and pipe tobacco into a lifestyle brand. They don’t associate anymore with anything that made them great anymore.
Gotta justify that $4k pricetag for an okay briar somehow.
So many companies do that shit man. They sell their reputation
True but they are giving you very upmarket cancers
Not that insensible though considering what happened to tobacco use in the past few decades.
Montblanc did the same thing - they're less interested in being a pen company these day and just want to be another generic "luxury" brand
My daughter was born prematurely 20 years ago and she was put on a special diet. It was an absolute nightmare to open her food packaging. Very stressful, especially when we were out & about with no knife or scissors at hand and she was crying unconsolably. I bought two of the small Victorinox pocket knifes, one for me and one for my wife, which you can attach to your keyring. It was a complete life changer and I've been carrying one ever since. I've never been without one apart from two occasions, when it was taken away from me by the airport security because I had forgotten to take it off my keyring and pop it in my suitcase before I checked in. Once, at Frankfurt airport they put it in a bubble envelope and posted it back to me for 3 euros, which was a very nice gesture. I bought so many of these over the last 20 years I lost count, because I was in the habit of giving them to friends and family as a 'new-born' present, mostly engraved too. Apart from the practicality, every time I take my keys out of my pocket the pocket knife reminds me of my daughter, who in the meantime turned into a very nice young woman.
Mine's story it's not that beautiful: went visiting my girlfriend in Portugal (she was doing an Erasmus internship), at a friend's cooking party we didn't had a wine bottle opener and at the same time the ring of a tomato sauce can broke. A spanish girl surprised us all with a Victorinox huntsman (in black, not red), lended it to me to open both the bottle and the can. That little tool saved the whole party. I spent the next day looking for that same model online. 3 months later my girlfriend gave me one as birthday present and I carry it every day everywhere
My in-laws gave me one of the tiny knives for Xmas. We were away over the New Year period and our four year old managed to lock herself in a toilet cubical TWICE during a meal out. I used the screwdriver to get her out both times. I also recently used the scissors to help another parent open a packet of shampoo at the kid's swimming lesson. They're great for parents.
I like the leatherman squirt much more. Also for keychains, but has more features. And honestly it blows my mind that those tiny knives are still to this day seen as a threat on flights. Ffs you can do more damage using a laptop battery.
@@RP-dy5mu security is mostly theatre m
That's a great story 👍
It’s rare for a youtuber to criticise a brande as a fear of losing sponsors but i think you made it right as a appeal for Victorinox to reply and innovate again. I’m sure they will see the video and hope they will reach out
I also suspect that Jon is pretty set money wise from the gadget franchise he started and the channel is more of a passion project
I do hope they choose to feedback 👍
I've been very lucky over the years 👍
@@AM-wr8hj yes that makes this video even more interesting
Your thoughtful/ measured remarks/critique of the current Victoinox business model is so spot on it’s easy to understand your past and present successes.
This is a phenomenal video..this is exactly the discussion we need.
Thanks Dom - I wan't expecting much of a reaction to this, and not many views either for that matter, I just wanted to get this off my chest, but it seems like many are thinking the same thing!
Totally agree
yeap. I bought some Managers as spares when I found out it was discontinued. It is my first hand Victorinox
As a Swiss with Victorinox in his blood, it hurts to see how the brand's DNA is being eroded. Great video, accurate assessment. My compliments. I hope Victorinox remembers its values.
Please keep the corkscrew.
The only constant in my life for the past 42 years. I didn’t realise how much it meant to me until I watched this video. Thanks for making it
I'm a woman who's always loved Victorinox multitools. When I went off to university in the early 80's I took a Victorinox with me and used it for all sorts of tasks and emergencies. I met my future husband there and we both laughed when we found out that he'd brought the exact same Victorinox with him as well. 40 years later and I still carry a Victorinox only now it's a mini one and again I use it daily for all sorts of tasks. I love the red scales on the knife, people don't find it unfeminine and if anything it raises a knowing smile when people see it. Don't throw your legacy away on primping a product that's super reliable, cheap and perfect for any eventuality Victorinox, you are the best, let's keep it that way!
agreed 😊
great story, hope you have a lot of adventure to come with it
That dark red works for both men and women can't see nothing wrong with it. SAK's are compact and discrete how can a woman not love it?
I'd compare it to Noctua's computer fans (Austrian company by the way), they usually have a controversial beige-brown color scheme, it polarizes but also makes these very distinguishable, similar to Nikon's red stripe, Wera's black and green "Kraftfrom" Grip or some car brand's typical colours like a red (Rosso Corsa) Ferrari, a silver Mercedes-Benz, an orange McLaren. They've also launched some black and white variants "Chromax" but no RGB (and I don't think they ever will) and in general a little pricey but worth the price, you also still can get some mounting kits to adapt your old Noctua CPU heatsink to newer sockets, sometimes they will even send you these for free. And yes, such approaches to new audiences are sometimes questionable (you shouldn't neglect or even alienate the core audience), I remember around 10 years ago German tool maker Wiha launched a set of screwdrivers "for women" with pink grips and a news outlet called it "medieval marketing", I wouldn't exactly agree but it's a little stupid but it would take it to serious, rather as a joke; would be funny if some of these would call their set of rainbow-colored allen keys "Pride Edition" - color-coded tools like allen keys (you know it's difficult to mark them with the size, especially the smaller ones like 2mm, 2.5mm, 3mm where you would need a magnifying glass to read the markings) aren't brand new, have seen them for more than 10 years now.
In 1990 I was on leave from the Army and I turned 23 that year. For my birthday my best friend gave me a SAK Tinker. I carried that knife every day until 2020. 30 years of daily use. I had sharpened the blade so much I had worn it half away. So in 2020 I decided to buy a SAK Compact model, after watching your reviews on it. So I retired my 30 year old Tinker and now carry a Compact in black. I've been a loyal SAK owner all these years. I hope Victorinox remembers the customers who made them what they are. Ty from Ohio.
Thanks Ty - I hope they do too
To be fair, buying one SAK in 30-years doesn't make you a particularly valuable customer from a commercial perspective.
@@MPD90 I have over a dozen SAK knives i've purchased over the years. I was just commenting on my first and latest SAK purchases.
I also have a black compact they should sell a black model it looks so much better in black!
Another vote for a black compact. Had to change the scales myself to get one.
Having owned my SwissChamp for 32 years I remember the feeling of excitement the one time I got to use the parcel hook. It was truly glorious.
I always thought there would be some use for that with a fishing kit.. Never used mine though.
What did you do with it?
@@adamdavidson4232 Oddly enough, I used it to carry a package that was wrapped in cord. I mean, I could have just lifted it normally with hands but I had the hook in my pocket!
that is what you use to fuck up your in-laws cake (blame the string). The only use for it nowadays is carrying cake boxes. Problem is the string is too cheap and shitty. Maybe at a high end bakery. Maybe if they made the hook a little bigger you can rig up some contraption with paracord or something
I used two Saks with parcel hooks to pull out bales of hay from balers when finished baling 😂 or if repairs are needed. Turns a pig of a job into a doddle
I had no idea that you owned the gadget shops. They were my favourite places from 10 to 20 years old. From toys and gadgets to straight razors and lighters. Fantastic video too. 👍🏼
Your comparison of Maglite and their failure is excellent. Let's hope they listen.
Maglite just seems to have forgotten there must be a plug in the bottom of the bath tub to keep the water in. ;)
Maglite was the undisputed flashlight KING in the 80s, but they ignored all of the innovations by Surefire and Streamlight in the 90s and sat on their asses as the LED revolution changed flashlight designs in the early 2000's. They got fat and lazy and coasted on their laurels, and now they're grandpa's nostalgia brand; way behind the current trends, and terminally uncool.
@@joshtiscareno1312 well, you can swap bulb for LED one, but that's it. nothing wrong with classic shape, but it wouldnt hurt if company would present few more models to their ((aging) line.
@@joshtiscareno1312 they are still the king of budget and reliable flashlights. I have never had Maglite fail on me. NEVER! It works in freezing temperatures when others fail! I"ve never had Streamlight but just checking them out I see they're made of plastic and cost too much. No thanks! I will stick with the grandpa's brand!
@@LXT43 You really have no idea. The current generation of LED lights run absolute circles around the crappy maglights.
Not to mention the discontinuation of a bunch of really useful and meaningful models (RIP Manager 😢). Victorinox's R&D budget seems to have all gone to marketing 😕
What marketing? I've never seen Victorinox market any of their tools in America. They're just spread via word of mouth within the EDC community online.
or the Rambler...
You not seen the terrible advert they did? It was borderline cringe.
@@mattvanderwalt6220I've seen an ad in which a young woman opens up a bottle of beverage with a SAK on a rooftop in the middle of an urban environment. This was their ad for the Huntsman... They have no idea anymore what they're selling or to whom.
I'm sure that they could easily/cheaply do limited runs of discontinued models. I would buy another of my favourites as spares.
Great video...and you are spot on with your thoughts on the brand. I still have the first Victorinox my Dad gave me for my birthday back around 1972, including the box. This brand has been a part of my life, and it would be a shame to have it all fade away due to more inventive competitors. Many years ago, I purchased one of the company's smaller models for my proudly Irish father. It was green and had a shamrock on it, in place of the Victorinox cross. To my complete delight, he was enthralled with it and carried it everywhere he went. I lost my Dad in 2017...and miss him horribly. His green knife is now one of my prized possessions.
Hi, my name is Mashal. I’m from Kuwait. Thank you for making this video. Your video explains why i moved away from Victorinox. However, I believe the company got a serious hit due to new restrictions on traveling with blades onboard airplanes. They were unable to sell at airports. Thus they were forced to focus on other products. However, this does not justify creating product not focusing on the old men and woman!
As an Emergency Room Nurse and former Emergency Medical Technician, I, like others, fell in love with the Leatherman Raptor trauma shears, but they only survive two or three years of heavy usage before they begin to rust and get loose. I would love to see Victorinox do more the medical (especially Emergency medical) community in tools offered besides the Rescue tool. I carry a Super Tinker as my EDC. I have used it to cut clothes off a major trauma patient when I forgot my shears and it gets used to tighten up loose screws on equipment and open boxes of supplies, but my shears are showing their age - like five years old - with the aforementioned rust and loosening joints. The mere introduction of inox as a material and the expertise of Victorinox manufacturing techniques to a similar product as the Raptors would be a welcome item in the Emergency Medicine community and I bet would see high sales.
The Leatherman Raptors have a twenty year warranty, so it'd be worth at least contacting Leatherman, even if you haven't kept the sales documents.
I agree a medical grade metal and fixings on a Raptor type product would be a good addition to the range. I keep looking at the raptor or a cheaper manufacturer range.
Totally agree, Health professional in the UK, would love to see VX come up with some medical tools.
I used to use the Raptor too but a little tricky to clean. XShears are good and simple and so far durable (6 months in or so), but you miss out on the other tools, most of which I dont miss but I do miss the hook knife. They dont fold either and are a little longer on my belt which is also mildly annoying but nothings perfect. It would be nice if the XShears had the glass breaker too, not that I ever needed it but it would be nice to know I have one on my belt should a vehicle I am in enter the water in an unplanned fashion. So I guess what I am saying is, look into the XShears, they may be suitable for you as I suspect they are more durable, or they may not as they are missing some features and are not as compact on the belt.
Mineral oil. You can get a lifetimes worth for pocket change and it will keep rust away completely. Just once a week or so if you use it daily just rub it in wipe it dry and some drops in the joints
The minute the family sells to an investment team run by bankers, I’ll lose hope. But as long as it’s kept in the family, I have faith they can continue to make great products and even potentially new ones too😮
Some of my earliest memories are of my father and his Swiss Army knife, he was never without it - he is gone now. I am 45 years old now and have carried one ever since he gifted me my own one at the age of 16, I wouldn't be without it.. Sad to see the direction they are going now. Thanks for such a great video, really resonated with me.
Here Here.
"The break-down of a brand that I love," is the story also, for me, of Chrysler, PROTO, Colt, Black & Decker, Cokesbury, and Whataburger. Great review, ty.
On point, direct and honest. My deepest respect.
that's kind, thank you
100% agree. My first Victorinox I got from my Grandfather, almost 50 years ago, and since I always carry one in my pocket.
👍 thanks for sharing
Same here. 😊
That’s kind of the problem, everyone has these in their junk doors or glove box. The knife can cut i guess, the scissors are functional although tedious to use. What’s going for it is it’s lightweight unlike the pocket brick leather mans. A nice locking folder and a micro pliars like knipex maybe throw in a shard and you’ll soon forget about the cork screw, scissors and can opener.
@@axminsterz4151keep it sharp and it cuts no problem and I've never ever had an issue with the scissors. You can get a knife with pliers too.
I’m moving house tomorrow and I found my first SAK in a box that I haven’t seen for decades just the other day! It’s about 49 years old now, and desperately needs some TLC. I have a mixture of multi tools for a variety of requirements, Victorinox, Leatherman, and Gerber all feature. I especially love my Gerber Dime Minitool as it was the first small tool that I found with a box opener and this is the most frequently used gadget in my house!! It’s nice to see Victorinox add one to their range at last. A bit of competition is necessary to make relevant improvements and innovations, and Maglite are a key example of what not to do. But do I miss Maglite - hell no! Torches now are stunning, and I changed my loyalty over to Fenix many years ago and they deserve that loyalty at the moment. But I don’t expect them to stay at the top forever, likewise for Victorinox unless they stay ahead. Quality over brand loyalty, that’s always a tricky one for some.
Excelent vídeo! Congratulations from a Swiss Army line of pocket knives from Brazil.
I am a big fan of your videos but i must say this has to be my favorite. You are obviously a victorinox super fan but still respectfully and successfully spell out your disappointment with current direction and offerings. This is a breath of fresh air from fans who believe victorinox can do no wrong. Thanks for your honesty and professionalism, not to mention the calm & soothing way you present information in your videos. My son thinks im strange because I binge watch knife review vids but this is a perfect example of the reason why. Thanks!
Thanks for the really kind comment - I wasn't sure how an opinion piece like this would be received - but looking at the feedback I can see I am not alone - hopefully Vic will be watching! Thanks again.
@@JonGadget This is exactly how feedback should be given! Quality feedback needs to be candid, clear, compassionate, contextual, and constructive. You nailed all of these and engaged your audience to give them the last one in bulk! Content creators can easily become shills and in it to tell the viewers what we "want" based on what the makers give us but I appreciate your perspective here as the voice of the SAK customer core to Victorinox. Your voice carries there and I hope they are listening!
Thank you Andrew for that.
Similar to LEGO IDEAS, Victorinox could enable the customers to propose a custom toolset and the community to support these proposals. An online user would design a knife using an online software on victorinox website and describe ist use and advantages. Then registered users could vote for the best knife combination. The best designs would get the Victorinox own team involved, tweak it to perfection and send it to production in substantial quantities. If it worked with incomparably more complicated LEGO with millions of parts, I do not see why it could not work with Victorinox.
Well articulated video. All companies should take this message to heart.
You speak from my heart, John. As a self-confessed lover and intensive user of SwissArmyKnives, I completely share your opinion and sincerely hope that our requests from this community will find open ears and eyes in Ibach/Schwyz. And I also believe that the loyal community of the "prepared" will also be loyal customers of tomorrow - in my view, more of an investment in the future than these last three steep models. And one more request to Mr. Elsener and his employees: please stick to a balanced mix of innovation, very good quality and a fair price. Please - do not give the brand away for pure commerce. Regards from Germany - George
This is one of the reasons I left my job at Victorinox 9 years ago. Still love the brand. Let’s Innovate Victorinox!
Yes 👍
2nd day in Switzerland in 1957, from USA, no German of course but headed for a shop and bought my first knife and still have it, along with lots more of them 😊
I recently bought a Victorinox bread knife, and I must say I feel like the value was incredible for what I got.
They be cheap to make these days
Yes, these are nice, I bought a bunch of these tomato knives a years ago after I first used them on a small cooking class, also placed one of these at my work because we have only generic table knives there and with these you rather butcher/squeeze bread rolls than clean cutting them open also useful for cutting pizzas.
I am a long time loyal Victorinox user and fan. I agree with all your thoughts and hope Victorinox hears you!!! I want them to continue to lead the way!
I'm still waiting for the 2 layer(for slimness) cadet alox x. They don't offer enough options in that size category(84mm), which is a sweet spot, if you ask me. Ditch the can opener and replace it with scissors. Knife & bottle opener on one layer, nail file and scissors on the other layer. It would be a runaway best seller. There used to be an 84mm model with scissors, but it's been gone for a while, as far as I know.
Agreed. That tool kit in the slim 2-layer Alox would go immediately k to my pocket and into my employees’ Christmas gifts. Victorinox, are you reading this?
I would love to see a Bantam with scissors added. Guess that would be pretty much what you’ve described. I love the new bottle opener/combo tool - it’s better than the old bottle opener.
Agreed. If they want to sell a boat load of knives they just need to bring back the 84mm Golfer...or really any of the "smalls". An 84mm Grand Prix would be my perfect urban carry.
@@ek-nz I am a fan of the alox scales to keep it slim. But, yes, the bantam with scissors would be pretty awesome as well. We all just want those scissors!!!
@@jacksonbromberek8048 The 84mm golfer was awesome! I had to look it up. I never understood why they pushed the "classic" category so much(it's a glorified toy, imo), and ignored the 84mm size group, which is definitely the most versatile and practical size for pocket carry.
Wow I came across your video and your channel with my recommendation. I own a Victorinox since I was 14 yo and I still have my original to this day. I always have one in my pocket, I have some on my cars, my toolbox, etc. I never thought of the current state of Victorinox but your video is an eye opener. I’m impressed with your background and if Victorinox should listen to someone, you’d be a serious contender. Please keep us updated, and I just subscribed. Looking forward watching your videos!!
I definitely feel abandoned by the brand. Thanks for a solid and informative video. And you were spot about Maglite failing as a brand.
I've been a fan of Victorinox knives since I first watched Mac Gyver when I was 5 or 6 years old. When I still worked in the field, the cyber tool was almost a replacement for my large toolbox. I have several Victorinox knives around me every day, whether on my keys, in my pocket, at work, in the car, everywhere. Along with Mac Gyver, Felix Immler always had useful ideas and your channel also made me love the product even more. As a new product, I like to have the Venture with me on forest hikes. I also have a Victorinox laptop backpack with a place for a pocket knife, from which the pocket knife keeps slipping out. That shows, they are loosing focus. I agree 100% with what you have said in this video. I am sure there will be better times. thank you for your content
Life-long carrier, collector and lover of Victorinox here. I hate to say Jon but you are right. I am concerned for the future of Vic and I truly hope they listen to you and get some spark back. Best wishes and fingers crossed.
I hated to say it too! thanks for the feedback
Well said, love the video work as well. As for the hook, love it.
Just found this channel and subbed. I love my swiss army knives and have a few, the steel sharpens so nice.
Excellent video! Being from the US, I had not realized that you founded a number of stores in the UK--outstanding. Your analyses are always on the mark and well-presented. Well done! Your points are well-taken--as usual.
Thanks so much! That's very kind.
Totally agree!!! I am relatively new to EDC but since finding your channel Ive been into SAKS and practicality in general. I have a Climber, a Spartan and a Classic SD but I just want a Compact with a phillips screwdriver! I hope they listen to you, John! I’m a huge fan of the channel and Victorinox should really listen to someone as experienced and conscious as you. ✨☘️ Saludos desde México 🇲🇽
Thanks for the kind words and feedback - greetings Mexico
There are people who can do mods, e.g.; change scales, perhaps someone could replace an unwanted tool on the compact with the Phillips? Perhaps you could suggest such an option to Victorinox. From what I have heard, their after sales service has always been very good.
Excellent observations. As an IB Design Technology teacher, I watched this with a Classic Design topic. Innovation is needed to bring fresh ideas with retro designs, yet that cannot compromise the core business of Victorinox travel knives etc.
Spot on Jon. It's too valuable of a brand to see it damaged or even it destroyed by marketing itself to niche groups at the expense of its core audience. Embrace what you want but never turn your back on your core base of business. This lesson has been taught in a big way more than once recently. Love your channel. From Georgia, USA
I think that this video speaks for the whole Victorinox community. I hope the company is listening. Personally I believe that they are especially lagging behind in the multitool sector. I have emailed them some years ago about this, but never received an answer neither did I see any new products of course. Thank you very much for everything you are doing, Jon. Keep up the good work!!! 🤝💯🚀🙌
thanks for your kind feedback
I don't think that the whole community are bigotte fascists. It's only you.
Are you all right mate? What kind of comment is this? @@stemill1569
@@stemill1569lol holy hell, I knew people were insane, but I didn’t realize you guys were allowed out of the mental asylums.
Hi Jon, Thank you for your posting. I too have carried a SAN for over 40 years. The model I have carried is the “Executive”. I have lost and purchased several of these knives over these years. Imagine my surprise a few years ago when I found the “Executive” is no longer being manufactured. Fortunately, I found closeouts on two knives and was able to purchase them. These knives have served me well in the use of knives, Screwdrivers, orange peeler, nail file and of course the toothpick. The tweezers have been Meh as an applicable tool. So I will miss the Executives going forward. Cheers, -Steve
I'm glad I kept most of my old Victorinox and Wenger pocket knives. Thank you for the video.
This is why I subscribe to your channel Jon. Intelligent, eloquent, persuasive and passionate presentation that certainly represents us quality gadget lovers. A Victorinox pocket knife was the first “absolute must-have” object for me as an adventurous outdoor kid and has been with me ever since for 40 years. I think Victorinox should certainly take note of your thoughts as representative of the core customer base. Thanks for speaking for us all! 👍🏼
Agreed 100% been saying this for at least a decade! So glad you made this video! Thanks!
thank you
Thank you.....for the life of me, I could not remember the brand of my very powerful flashlight 30 years ago As soon as you said Mag...it clicked I loved that light
I wrote an email to Victorinox about 2 years ago about everything you said in the video. Unfortunately, they didn't replied. Thanks for the video !
bro nowadays its usually some psycho boss that has everyone by the throat. talk to some people usually its like "he won't like that... it costs money". The people answering emails are EASY to replace. All they want to do is decrease manufacturing cost and try to capitalize on trends. When I find some problems at work it feels like we just smoked a blunt and heard a cop car when you realize it requires a manufacturing cost increase lol. Their knee deep in a scandal but act like nothings going on and keep trying to reduce cost when their venture is falling apart. No one knows WTF to do about it either. like there is no solution other then waiting long enough for the guy to get the axe when it really fucks up. you can't even try to fix things. The swiss boss we had was even worse... product failed and he started calling literal 9 hour long status update meetings to keep people from responding.
Best regards from Belgium Jon. Excellent job on this video. You absolutely nailed it. I really like the civilised UK English, you are using. Laughing out loud on the Maglite part, where other companies "ate their lunch".😀 I'm a 59 year old electrician/technician and a 45+ years owner and user of already more than 20 of Victorinox products. Brilliant idea to mention the possibility of having the option for a better knife steel in a Pro version. And you're right about putting a smile on peoples face, when you can fix something with a Victorinox.
So true! It's the 2nd hand market that's keeping the Victorinox loyal supporters happy to continue doing DIY, EDC and prepping
I was saying the same thing on Facebook SAK page and pretty much got blasted. Instead of arguing my point I just left the page. Keep the videos coming, liking the in depth honest reviews
Thank you for posting this video. For many of us Victorinox isn’t simply a brand. We have carried these knives on all of our adventures. For me I remember the excitement of seeing Macgyver on the TV and being shocked by the fact that my dad carried the same pocketknife. I was given my first Victorinox for my 12th birthday, and I’ve carried one ever since. Victorinox has always delivered top quality knives, and over the years I’ve owned their watches, which did not disappoint me in the slightest. I’m currently carrying one of their wallets. I’ve branched into some of the other items, but share your concerns and very much appreciate your channel.
I largely agree with your sentiments, but there are two points I want to push back on. 1) I think there's been some nice innovations in their multitools, the Swisstool Spirit MX with the thumb tab for opening the knife with one hand I think came out pretty recently. 2) Innovation may be slow because the Swiss army knives are so well designed, it is very difficult to improve on the design. For example, John Moses Browning designed the 1911 pistol around 1910, and improved it in 1921 with the 1911A1, and that design has remained basically unchanged for a hundred years. The M2 machine gun design also is over a hundred years old, and is still used in the military. So it is possible that the swiss army knives have reached that level of perfection and it will be extremely hard to make something substantially better at what it was designed for. They may have some goofy new designs that actually are worse, but you may be underestimating how hard it is to justify a new design for something that already is so well engineered.
I once had a person comment on my Victorinox swiss tool MX and tell me that it was out of date, old fashioned even. I never knew that a knife, screw driver, pliers and such could go out of date!!! 😂
The 1911 stayed relevant because it's got a highly modular design that has allowed innovators to keep refining various aspects of the pistol over 120 years. Browning may have stopped tinkering with it after the A1 upgrade, but the market has never stopped upgrading it and tweaking it, which is one of the reasons it's still still considered to be a competitive firearm 120+ years later. The AR-15 is in a similar situation. The adaptability of the platform keeps it at the forefront of modern combat rifle development despite the core of the design is 60 years old. And it's all thanks to 3rd party companies that have developed amazing accessories for it over the years. Compare this to AK series of rifles which are nowhere near as adaptable as the AR-15. It's a good reliable platform, but it's ergonomics, controls, and sights are horrendous, and the design makes it hard to upgrade the AK to modern performance levels.
@hqmhqm I agree and a new multi-tool from Leatherman, however welcome, isn't a radically new innovation in the way that a totally new type of tool would be. From the point of view of organisation and design of tools, the new knives in the video are mildly innovative, since the box cutter is both a new design and replaces a tool that has been around for a long time. The nail file, ditto. Yes, there are SAKs with nail files (such as the Mountaineer) but the smaller file may better suit some clients.
Victorinox should work on the scales. - The new standard scales for all the SAK should be the "plus scales" (with the pen) - The actual plastic scales scratches easily and quickly, this should be improved. - Propose as an option different kind of materials for the scales (carbon, harder/scratch resistant plastic scales, etc) for an affordable/reasonable price.
Nice job, Sir. Well said. Multi colored scales will not keep customers as new vendors find their way in this marketplace.
thank you
The color options seem to be a growing market, though. Leatherman is pushing that angle as well on a few models. So, there must be some kind of audience for it. But I agree with the point: It shouldn't be at the expense of innovation, and charging the markups that Jon showed can really alienate and negate the whole effort.
Supplying more color options, which is a nice idea, can be in addition to real innovation and flexibility in terms of tools and how they are combined and used
Colour options are great (I would like to see colour customisation as a standard option when ordering online tbh) - they’re just not a replacement for innovating in the product itself.
I was given a Swiss army knife for my 10th birthday, I still have it to this day 40 plus years on. Still use it when I go fishing.
Thanks for the video, absolutely agree with you. It has been happening for many years. The lack of innovation is very problematic.
Excellent video Jon. I could not agree more, I have been a Swiss knife fan (Victorinox/Wenger) for many many years. I have bought and sold and owned many over the years and I have kept one in every vehicle I own as required equipment! Many companies make the same mistake, going for style and fashion instead of sticking with their core product. Only time will tell if Victorinox will suffer the same fate as others. Thank you for your always insightful reviews! Keep up the good work!
thanks for the feedback and kind comments - appreciated
Great videos as always, John, you’re 100% right, I would even argue they could do a lot of models that would please everyone and save money! Like for example a lot of the most popular ones, but make them Blade-less. Higher end steel is another very popular option, along with a make/design your own model. What about plus scales coming as standard? Great videos as always, keep them coming, you have definitely cost me a few quid!
thanks for the great feedback - I agree with you thoughts
Love my Victorinox knives, had them for decades. Swiss Master, Hunter etc. Loved your devotion & comments. I will ALWAYS be a SAK fan. Thanks
An excellent commentary on the company and its products, that I thoroughly agree with.
I have but three Victorinox SAK’s. I can add my own “jangly bits,” and I don’t keep my tools in fancy boxes. Good program! I’ve subscribed. Oh, and I completely agree with your thoughts on Maglite!!
I finally remember where i saw the "parcel hook". It resembles a tool used to firmly tighten the shoelaces of ice skates.
And women’s corsets in Victorian times😅
Very well said, the video expresses the opinion of many "die hard" Victorinox fans, who are feeling abandoned by the brand, watching helplessly as it turns to a trend oriented one. Last major breakthrough I can recall (I may be wrong) was the Delemont and Evo series and frankly it didn't go so well (oh, those dreadful serated scissors). It's not bad opening to new markets like fragrances and watches , everybody does it (Louis Vitton, Prada, Gucci, Timberland etc) but falling sort on your main product, that sustains your business for 100+ years, is a huge mistake. My opinion is that they should invest in new steels and maybe a couple of new and exciting parts (like box-cutters or scalpels, I don't know) and maybe introduce a wider color pallette for their most commercial series (huntsman, tinker, climber etc.) Keep up the good work, Jon!!! P.S Oh, and please bring back the Safari and the single blade Excelsior!!!
great feedback - thanks for sharing
Thanks a lot for the video, Jon. I hope Victorinox hears you, it's pretty much a summary of what I've been reading online about the brand, as you no doubt does as well.
Dear Jon, you are very right and expressed and explained very well what I felt already for a long time! I hope Victorinox will hear you!
And something special: Victorinox are even not willing or able to edit a cadet knife with a scissors which is very sought after!
100% agree, you are spot on. With these expensive "city" versions are they going to the YT influencers to try and get sales via that route? Would be great to see that package opener in a Ranger . That would be awesome. The corkscrew is still useful, where else would you keep you mini driver ?
Not just the mini driver but also the Tortoisegear tinder for the Fireant or Firefly.
Yes - I use the corkscrew to carry a ferro rod too (and tinder) - tail wagging dog though I would say
I prefer the corkscrew over the Philips driver not only because of the already mentioned carrying capacity but also because it's very useful for untying knots.
I totally agree Jon. Wake up Victorinox! I have had a Victorinox knife for 60 years and have bought several over the decades and wouldn’t go out without one. BUT I am also now thinking that a Leatherman will be my next purchase because Victorinox do not offer me what I want.
I remember the gadget shop fondly, I used to visit the one in Glenrothes on my way home from school every day.
I am totally with you in this opinion Jon, and it is not just Victorinox, but so many brands! I completely lost interest in many of my favorites when I started seeing all these abhorrent pastel colors in everything with graphics which once used to be cool, but now look as though a five year old scribbled the designs on some construction paper in kindergarten. Sadly, so many have lost their way. Unfortunately, the hive-mind continues to thrive with most of the manufacturers of outdoor gear! I will just have to remain satisfied with my Knife Center black ALOX Farmer X and my grey ALOX Pioneer X. I do not even bother perusing the Victorinox website anymore.
I have the Farmer X in blue alox, and it's an awesome EDC, albeit a bit heavy in the pocket.
@@fredfinger7092 Yes, a little heavy, but such a great Victorinox for EDC!
thanks for sharing 👍
Apart from the issue of focusing on knives rather than other items, such as fragrances or luggage, I can't see what your problem is. I don't mean this rudely, What I mean is, they haven't gone over entirely to pastels and scribbled graphics, have they? The knives, in the video, with multi-coloured and pastel-coloured scales and lanyards aren't marketed to serious users like Jon or you and the last time I looked you could still get plain scales on their knives. There are even people who will replace them if you don't like them. Also, apart from the nifty new box cutter, the Mountaineer has a similar tool set, with a bigger, more manly, nail file and the old fashioned tin-opener will double as a box cutter.
@@charleshayes2528 It is alright, you don't have to get it.
Victorinox does have ways of listening too. On their site you can share your product ideas. The companion I think goes hard against everything I respect in Victorinox. I am used to paying for the product, not the packaging, when talking about Victorinox. The Companion would be a great tool too, but they had to make it only themed as female oriented and with an outrageous price. Calling it fashionable is going against your own brand of timelessness as well. I want a proper, bladeless model. I want to carry a SAK in places like school where knives aren't allowed, and a jetsetter is not enough. Besides, I carry a classic SD anyways. Edit: typos, stupid sentence structure.
thanks for the feedback - totally agree re capable bladeless option
1000% a proper bladeless option. It's sort of mad they don't have one beyond the jetsetter.
I think this is a great opportunity for the whole community to express their opinion. We could get Victorinox to listen.
@veikkakarvonen831 Since many SAKs are marketed to men or at least, as relevant to jobs and tasks which are traditionaIly male oriented and dominated, there would seem to be room for a knife which is specifically aimed at women. Yes, the price is way too high, but if it encourages women to carry a useful tool and feel comfortable doing so, that's not a bad thing, is it? Most women I have met seem to feel very uncomfortable about carrying a knife, even when it is well within the relevant laws and this is because of a (mis)perception of the harmful nature of knives as weapons and not primarily as a tool. Since there are similar SAKs also available, this women's focus does not bother me. If someone really needs this particular tool set, but doesn't like the "freshness" or "sweetness" of the scales, they could easily replace the new-style scales with some older-style plain scales. Or just get a Mountaineer SAK, the only thing missing is the new box-cutter, but you can use the can-opener and you also have the smaller knife blade back. That's only about £35 at the moment.
@@charleshayes2528 But I see the package opener tool being featured exclusively on such a tool as a huge oversight. And I have nothing against being more female oriented, but that unjustifiable increase in price and "fashion" marketing still go against the principles I thought I shared with Victorinox.
Used to love the gadget shop as a kid. Thanks for that!
You are so right sir! I could not agree more!
I love victorinox products, ever since I was a kid out camping in the 90’s. The introduction of some kind of “pro line” or higher end blade steel (doesn’t have to be Magnacut) would be awesome. When Fox released the Vulpis, I bought two of them strait away. If victorinox would take 4 or 5 of their most popular models, and offer them with a higher end blade steel, and maybe even a cool scale option, they would sell like hotcakes. Look at the leatherman arc, that thing has been flying off the shelves.
I agree - thanks for sharing
But, the higher end steel aside, the knives Jon is criticising have "cool scales", they are just aimed at women and an urban audience. Yes, they are way too expensive, but they are an innovation. While I understand Jon's concern, part of it seems to be that the current innovations don't appeal to him. To my mind, these lanyard knives are still knives and a way to get women to carry a useful tool which they would be willing to carry and use.
@@charleshayes2528 I meant better scale materials. I 100% agree with Jon’s take of charging double (or more) the price just because of a small graphics change on a regular plastic victorinox scale. It’s not innovative to make a new color, come up with some cute little story about how it’s related to a city, and then charge an excessive amount of money for it.
@@alaskatosweden9942 Hi, been away. If you look at my other comments, I don't particularly support the price, either. My only concern is the damning of Victorinox for daring to make a knife for women! They have been making watches since 1984 and they were considering fragrances in 2009, but this is the first major complaint about them losing their way and it seems to have been triggered by the Lifestyle series itself and the price is just another point of contention, not the main issue. By the way, I am not an expert in plastics, but I do work with dyes and colourants and dyeing a fabric one colour is a simple task. Dyeing a fabric in multicolours is much harder and more time-consuming and costly. I am assuming, perhaps incorrectly, that these "Lifestyle" scales are more difficult to produce, since it is not just a matter of dyeing or colouring a bulk of plastic en mass. There is also the fact that the range is probably only going to appeal to a relatively few women and so there are questions of scale costs (no pun intended.) If you are making hundreds of thousands (millions?) of the red scales, then the cost per unit is going to be less than if you are making a few thousand black or blue translucent scales. If the Lifestyle scales are being produced in the hundreds, then the cost per scale (and thus, per knife) is going to much greater, even before you factor in the actual difficulty or not of making these coloured scales themselves. It is thus possible that Victorinox are not "pulling a fast one on these women" because the knives genuinely may be more expensive to produce. Finally, someone on this page described the new Venture knife as a "glorified kitchen knife" - they did this whilst responding to Felix Immler, who actually had a hand in producing the knife. The basic Venture Knife is quite a bit more expensive than the basic Victorinox Chef's knife, but no one seems to be complaining about the Venture's price, just the fact that they see it as a betrayal because it is not a folder! (They don't seem to notice that Victorinox have a range of fixed blade knives.) So it seems it is OK to charge a hefty price for a man's outdoor knife, but not for a ladies' knife.
Well said. I have been a Victorinox owner and user for well over 40 years and I do with they would innovate - why not add the new box cutter to other variants or give users a chance to pick implements they want?
yes - thanks for feeding back
When we went back to Zurich, my Mother was born there, in 1972, I bought one and still have it too. 😊
I've been hearing good things about the warranty on the SAKs. For 30 years, I've owned several SAKs and never had an issue until last winter. The SAK in my glove box had ceased and a knife in my camper broke. I sent it to Victorinox Canada for repair and after 2 months, never heard back. I follow-up and been told that the knives were sent to Switzerland and then at one point also told that the knives are in the US. I lost faith in the brand. I might try those roxons you featured.
In 1984 while serving in the US military I began carrying a SAK tinker. That knife was with me everyday and served its intended purpose without fail. Years later, I "upgraded" to a Pioneer Alox and that knife is also in my pocket everyday. For 40 years these knifes have been a part of me and I would be lost if I reached for it and it was not there. The Pioneer will last me the remaining days that I am here on this large rotating rock. That being said, I hope Victorinox is not going the way of the "woke." If so, its demise is just over the horizon, which in my humble opinion would be such a shame. Stick with what you know, innovate as needed to meet new tool designs and what not...but to add trinkets, fobs and cool sweet colors to apease a very, very small sector of your users, while ignoring your true user base just spells disaster.
I would agree as someone who carries a climber and compact almost daily. I would love to see more innovation in the tool set. I’ve always been happy with the quality and the functionality of the Swiss Army knife.
agree 👍
My father gave me my first Victorinox when I was 12. I'm in my 60s now and still have it and love it. Excellent point made about forgetting "What brung you". They have the knowhow, time to use it again.
I completely agree with you on this. Simple inexpensive updates would make so many clients very happy. I would love to see a module base tool. A tool that I could interchange the components. Imagine you could take out the blade before going on a flight. I would happily buy more Alox versions if they could hold toothpicks and tweezers etc.
I do love Victorinox, but having seen them discontinue quite a number of models recently, I am hoping to see some more updated and new releases in the future. Plus that new combi-tool that replaces the tin/can opener looks great!
fingers crossed 👍
Ahhh for some of us that might mean the difference between opening a can of food or not in a very serious situation, remember they are Swiss A R M Y knives.
@@dr.strangelove5708agreed, but at the same time for EDC, people’s requirements have changed. Current models still cater towards the outdoors, no harm in having some with a more EDC biased tool set.
This gentleman purchased the New York Companion as it contained the perfect tool set for my needs. It instantly became my favorite out of 20+ pocket tools and I carried it every day. I hesitated for months hitting the ‘buy’ button because of its high price. Sadly, I lost this knife and won’t be replacing it with another one. I don’t need another useless and overpriced box and neck cord gathering dust. I will await the basic $30 red companion on Amazon if Victorinox wants more of my money. PS Don’t lose the hook! Felix Immler taught me all the different ways to use this tool and it is now invaluable to me. :-)
I've been carrying a compact in my pocket for years now - bought it when it had black scales. It's a great knife, especially with the little pocket hanger you've mentioned in your videos. Scissors and blade are indispensable, also regularly use the tweezers. Pen and pin are nice to have along, but rarely used. But I never use the hook or the corkscrew and rarely use the combo tool. What's on my keychain now, aside from keys, is a tiny USB-rechargeable LED flashlight with two levels of brightness. I use it constantly. In fact, I never knew how useful it would be until I had it. So I'd love to see a new SAK similar to the Compact, but with a package opener/screwdriver to replace the combo tool, and a rechargeable flashlight replacing both the hook and corkscrew. Having the light hinge at the end of the knife would be ideal. Doing this right is an engineering challenge, but Victorinox is just the company I could see doing it. PS: I own about 10 SAKs, and also Victorinox kitchen knives. I love this company.
Hello, I came across your channel by chance and I think you have some extremely valuable insight on Victorinox and it is quite clear that your coming from a place of passion and hands on experience. My first experience - well by brothers though I happened to be there - with Victorianox was in the summer of 1984, I was 9 years old and by brother who had just convinced my parents to buy him a swiss army knife (he was 12y old) after throwing a full blown tantrum in front of their signature store in Geneva. Everyone for years after that in family and friends who happen to come across the knife was either amazed, impressed and just wanted one. Our heritage being Pakistani when we visited family in the motherland by brother who absolutely loved the knife showed it to everyone and in an underdeveloped country like Pakistan it was like a magical tool from another universe. I actually felt a little sad hearing that they have moved away form the core business - mind you, good on them for diversifying - though if you forget your heritage than inevitably it will spell doom for themselves. I hope the amazing people that you explained still work at Victorianox find a way to get back to their roots and once again bring back the gadget that made them what they are today. Good luck keep up the good work.
I agree with you. The lack of innovation and listening to the customers is the way to destroy a brand. Hope this would no b the case of Victorinox. I’ve got m y first Victorinox 31 years ago (a Camper). I think there are some great models that’s shouldn’t be discontinued. Great video. Hope they listen.
Wow, this is a great video.I'm so glad that you put this out there. I am a woman, and I absolutely love the Companion. I have all 3 of them (I probably have nearly 50 other Swiss army knives as well). And I have given them to other women. I do see this as a market that Victorinox can open because while pliers- based multi tools are often still seen as manly, SAKs may not be. But in point of fact, the companion is a great tool set for men and women and I hope that they come out with some new and cheaper colorways,. I believe that they should come out with all of the colors on the Companion, and price it at $40 USD. I think it would be so easy for them to come out with bladeless 58mm models. Just use the nail file with the nail cleaner tip and add the screwdriver/ruler in place of the blade. I would love to see the pruner blade in place of the small blade!! If there were a Swiss champ with premium steel, I would totally buy it! But that being said, I don't mind sharpening my knife so that isn't really that big of a deal to me. You know what? This one is going to sound dumb. But I would like to see different handles than just celidor that can actually be even plus scales. I love the feel of the alox , but I cannot live without my tweezers! And I prefer not to live without my pressurized mini pen. Thank you so much for making this video.
And..the straight pin! I carry a huntsman with the pin and if you need it and don't have it?
@@tomwheeler9244 Right! And it adds no weight!!
Great to read your insight on this topic Anne.
@@PltOffPPrune :)
Thanks for saying this. I have loved Victorinox since I was a small child . Hopefully they tighten up
You nailed it, Jon. I recently sent a small SAK to the US Eastern service center to replace a scale and sharpen the scissors. The scale came back fine but they botched the scissors by grinding the same double level as used on the blades, rendering the scissors useless until I reground them myself back to the original single bevel. I own at least five SAK and they are a fine product. I also have owned two of their watches. Please remain a knife centered company.
I've been fascinated with Victorinox since a young child, it was actually the large motorised knife display that captured my imagination as a 7 year old on holiday in Looe in Cornwall. I've had a SAK that I was bought as a present since I was 13 or something, I've got a small collection, carrying a Swiss Champ SOS small kit every day. I have to say that I would have expected new tools being released being the normal evolution of the tool, not life style changes or position it as a fashion accessory. By all means diversify and enter into other markets but keep evolving the SAK at the same time it's the DNA of the company.
I agree (as you know 😊) - I remember the window display too!
@chrisgroom333 I’m reading your comment with a smile. I’m currently on holiday in Looe - and have done several times a year over the past 12 years - and was only yesterday looking in the window of jack Bray (if this is the shop you’re referring to). My step son bought a SAK for each of our young grandchildren a couple of years back, simply because this brand has/had a reputation for quality tools that every young person should have in their pocket teaching them skills and respect and inspiring them to make things using their hands and imagination .
I love Victorinox, but what I'd really like is a custom tool builder. So I could pick exactly what, and more importantly don't want on my multitool 👍
Agreed and well said. Hopefully they can evolve and innovate without changing what we love about the brand and tools.
I have always had a Swiss Army knife since I was 13. Gadgetshop was my favourite store growing up. I still own a metal pin art display that I bought from the Gadgetshop in Schofields centre in Leeds.
Companion with normal plus scales, a Cadet X, maybe some model with lock (love my evolution s14) . Jon, you are right, no need much to keep us happy..
thanks for that 👍
First knife I ever had was a Victorinox Tinker, purchased from Hoffritz For Cutlery in 1951. Back then, you could choose any color as long as it was red😃
the best colour!