The story of Swiss Military began around 30 years ago with an ambitious aim - "With a clear vision, an explicit positioning and affordable premium products, we will become the fastest growing brand across various product segments from Europe". It was from the very outset that the Swiss Military brand bouquet had the obligation to meet these high requirements and to adhere to its deep roots and val
ues at all times. Ever since, we have strived hard to upkeep the tradition alive with a wide range of expanding product categories so that the company emerged from a small one-man trading business to one of the fastest growing global brands in the premium lifestyle segment today. Jacques Boegli of Moutier, Switzerland started making Swiss Made watches under the brand 'Swiss Military' in the year 1984. Jean-Luc Bögli, son of Mr. Jacques Bögli an enthusiast of diverse outdoor activities himself, after he launched his first clothing line in the ever-growing range. It is at that juncture that Mr. Ashok Sawhney took over as C.E.O of the brand Swiss Military Worldwide. Sawhney saw a window of opportunity in the market due to dearth of affordable and good quality products and expanded the product range then by introducing Swiss Military Watches, Writing Instruments and Garments in Switzerland. His keen eye for detailing and design saw an immediate acceptance of the product lines in the Swiss market at the time. Gradually both the scale and scope of operations grew rapidly owing to the exclusive brand positioning that Swiss Military has attained over the years. The scope of the brand was expanded by rapidly adding new countries and new product lines to the portfolio. Today, Swiss Military is a brand that is widely patronized by those who attach great importance to excellent quality and execution as well as to a unique and trendy outfit.
