Latest News

Swiss Army Knife maker uses new tools to counter Trump tariffs

Victorinox, a Swiss-made Swiss Army Knife, is trying to keep its U.S. price down while exploring new markets. It also tries out new tools in order to avoid President Donald Trump’s trade tariffs.

The red and silver multi-tool, popularized in the United States after World War II by soldiers stationed in Europe, is manufactured in a factory located in Ibach in central Switzerland.

Rolls of stainless steel are punched out into blades. These are then rounded using abrasive stones, and baked for more than 1,000°C before they are sharpened.

Victorinox is among the many Swiss companies that are concerned about the cost of doing business in the United States. In August, Trump imposed 39% tariffs on the import of Swiss goods in an effort to reduce the U.S.'s trade deficit with Switzerland.

"If tariffs remain in place, this is an extremely challenging situation," said Carl Elsener. His great-grandfather founded Victorinox in 1884. The higher levy will cost Victorinox $13 million per year.

Elsener said that the U.S. represented 13% of Victorinox’s sales in 2024, which totaled 417 million Swiss Francs ($519 millions). If the 39% tariff remains in place, every product Victorinox ships to the U.S. would lose money.

Victorinox responded by sending additional stock to the U.S. in order to increase inventories. It also pushed for efficiency at its Swiss factories. It may also consider doing some polishing or packaging in the U.S., to reduce its import cost.

Elsener, Victorinox's U.S. sales, marketing, and logistics staff, said: "We want to reduce our dependence upon the U.S. Market by expanding more strongly in other market like Latin America and Asia."

AVOIDING PRICE INCREASES IN THE US

Victorinox, a family-owned company, is not the only one feeling the pinch.

According to a survey conducted by Swiss Mechanic last month, 45% of small and medium manufacturing companies in Switzerland have seen their order intakes drop since the U.S. Tariffs.

The Swiss profit margins have already been eroded this year by the 12% increase in the Swiss franc against US dollar.

Novartis, Roche and other drugmakers could be in the firing lines if tariffs are extended to them. Nestle, the food giant, has already been hit, as have Swiss watchmakers such as Omega's Swatch Group.

Elsener said: "Our priority right now is to accept losses and avoid price increases in order to maintain market share.

In February and March, Victorinox shipped two additional 40-foot containers containing about 200,000 Swiss Army Knives plus 200,000 commercial and kitchen knives to the United States.

This should allow it to maintain prices in 2026, as well as have enough stock for the U.S. by the end of the year.

MAKING SWISS ARMED KNIVES AROUND THE WORLD IS 'NOT A OPTION.'

Victorinox, which has raised some prices targeted at certain customers, is speeding up automation and efficiency programs in its Ibach plant where 25 family members still work.

Elsener stated that the company considered moving production to the United States, or to other parts of Europe, to reduce the impact of tariffs, but decided against it because the scale was not there.

He said that the government is instead looking to reduce the dutyable value by reducing the end-of-line jobs in the U.S., such as the cleaning and packaging commercial knives.

It cannot manufacture its products anywhere else, because at least 60% manufacturing costs must be in Switzerland to qualify for the Swiss Made label.

Elsener said that the Swiss Army Knife brand is dependent on its Swiss heritage and would not consider producing it abroad.

He is still confident about the future.

He said, "We have survived the First World War and the Depression. We have also been through the Second World War. The global economic crisis has occurred, as well as the oil crisis." "This is the latest challenge, and I am confident that we will overcome it."

(source: Reuters)