Military brands
The Swiss military brand policy has its origins in the Swiss Army Knife from Victorinox AG, which began its worldwide triumphal march after the Second World War through sales in the PX shops on US Army bases, thereby contributing to Switzerland's outstanding reputation as a centre of quality.
The term Swiss military brands covers signs or trademarks which consist of two or more words, one of which is «Swiss» or «Switzerland» or a word derived from either of these (irrespective of the language used) and whose other component has a military meaning.
Victorinox AG has been supplying the Swiss Armed Forces with the soldier’s knife since 1891. After the Second World War, US soldiers stationed in Europe imported this pocket knife into the USA, commercialised as the «Swiss Army Knife». At the beginning of the 1990s, Victorinox AG applied for the trademark «Swiss Army» for knifeware in the USA and as a result it was registered with the support of the former Defence Procurement Agency (EMD). Since then, the brand «Swiss Army» has experienced global expansion and recognition.
Due to the lack of a legal basis in Switzerland, the Swiss Confederation was only able to register the first trade marks at the beginning of the 1990s. According to case law, military trade marks are regarded as official signs that may not be used by private companies without the consent of the Confederation. Today, the Federal Department of Defence, Civil Protection and Sport (DDPS) is responsible for the protection and management of the military trademarks, in particular the «Swiss Army» (except for knives and multifunctional tools), «Swiss Military» and «Swiss Air Force» trademarks, on the basis of a parliamentary motion.
Military brand communications
armasuisse combats brand piracy in China
The market entry of the official licence holder swiss brands AG with SWISS MILITARY DESIGN drinking bottles and outdoor clothing and footwear in China is having undesirable preliminary effects.
New website «Military brands» shows armasuisse’s implementation of the military brand strategy
The Federal Office for Defence Procurement armasuisse is responsible for the protection, defence and licensing of the military brands, in particular «Swiss Army», «Swiss Military» and «Swiss Air Force».
New licensee for the «Swiss Military» brand
The Federal Office for Defence Procurement armasuisse has signed a contract for the «Swiss Military» brand with the company Kambly SA as a new licensee.
Licence agreement between licensee swiss brands and Stella Bernrain for «Swiss Military» chocolate
armasuisse and its licensee swiss brands AG concluded a sub-licence agreement for ‹Swiss Military› chocolate with the Stella Bernrain company in July 2022. The partners have agreed on a new and attractive design for the original Swiss military chocolate.
New licensee for brands «Swiss Military» and «Swiss Air Force»
armasuisse has contracted the company swiss brands AG as a new licensee for the two brands «Swiss Military» and «Swiss Air Force».
Media releases Military brand
Zusammenarbeit mit Victorinox für den Schutz der Militärmarken gefestigt
Das Bundesamt für Rüstung armasuisse und Victorinox haben ihre Zusammenarbeit im Bereich der Militärmarken weiter bekräftigt.
New website “Military brands” shows armasuisse’s implementation of the military brand strategy
The Federal Office for Defence Procurement armasuisse is responsible for the protection, defence and licensing of the military brands, in particular “Swiss Army”, “Swiss Military” and “Swiss Air Force”.
New licensee for the «Swiss Military» brand
The Federal Office for Defence Procurement armasuisse has signed a contract for the “Swiss Military” brand with the company Kambly SA as a new licensee.
New licensee for brands «Swiss Military» and «Swiss Air Force»
armasuisse has contracted the company swiss brands AG as a new licensee for the two brands “Swiss Military” and “Swiss Air Force”.
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