Victorinox and Titlis cable cars enter into a strategic marketing partnership

Two iconic Central Swiss brands will be working together in the future: Titlis Bergbahnen and Victorinox want to strengthen their international brand presence and create high-quality and authentic brand experiences along the entire guest experience at Titlis.

The partnership forms the basis for long-term cooperation that can be further developed beyond the agreed period. It includes various measures in the areas of marketing and communication, including branded benches in the stations, a Victorinox ice sculpture in the glacier grotto, and digital advertising formats on LED displays, supplemented by joint initiatives that will be gradually expanded in the coming years.

Both companies share far more than their Central Swiss origins: Titlis and Victorinox stand for tradition, international renown, as well as quality, innovation, and pioneering achievements in their respective industries. Furthermore, they appeal to similar target groups in key international markets.

“With Victorinox, we are gaining a globally renowned partner that stands for reliability, safety, authenticity, and true Swissness,” says Norbert Patt, CEO of Titlis Bergbahnen. Carl Elsener, CEO of Victorinox, adds: “Engelberg-Titlis offers a fitting setting to make Victorinox tangible beyond the traditional product context. We want to accompany visitors throughout their entire journey and clearly convey the brand's values ​​and quality.”

Victorinox's origins date back to 1884, when Karl Elsener founded a cutler's workshop in a village in central Switzerland. In 1891, he delivered his first soldier's knife to the Swiss Army. Six years later, the development of the Swiss Officer's and Sports Knife, known today as the original Swiss Army Knife, followed. It was the foundation for what is now a successful, global company.