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Victorinox Swiss Army's new AirBoss timepiece
Victorinox Swiss Army's new AirBoss timepiece
 










Timesupply acquires distribution for Victorinox Swiss Army watches

Timesupply has become the exclusive distributor for Victorinox Swiss Army (VSA) watches in Australia after a deal was signed at BaselWorld.
The new distribution agreement was effective from April 1, 2011, and was finalised when Timesupply managing director Ken Abbott met with VSA chief executive Carl Elsener Junior last month.

Sheldon & Hammond previously distributed Victorinox Swiss Army watches throughout Australia. Although the supplier has relinquished its distribution rights for the watches, it will remain the distributor of VSA knives.

Abbott said, “Sheldon & Hammond is a large homewares distributor who distributes VSA knives. VSA decided it was more appropriate for the timepieces to be distributed by an industry specialist.”

Before the distribution agreement was finalised, Timesupply was working with Sheldon & Hammond as an agent for VSA watches so it is familiar with the brand’s stockist base.

VSA watches are stocked in 12 independent retailers’ stores and David Jones at present.

Abbott said it was Timesupply’s goal as new official distributor to develop existing partnerships with retailers of the trusted Swiss timepiece brand as well as start new partnerships.

“We want to maximise [VSA’s] brand awareness through our watch industry experience and the local implementation of the VSA global marketing strategies,” Abbott said.

“We want to be able to offer customers sophisticated timepieces with a high level of technological performance yet still at an affordable price,” he added.

VSA launched its watches range in 2002. Founded in 1884 by Karl Elsener, VSA originally started out as a cutlery factory in Ibach, a village in Northern Switzerland. Elsener created the first Swiss Army Knife in 1897 to be distributed to the Swiss Armed Forces. The historic brand has since become an iconic symbol for Swiss ingenuity.









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