Watch company Victorinox Swiss Army is set to open a new store at Rockefeller Center in Midtown. The new location, which will be Victorinox’s second in Manhattan, will open on July 14.
“Retail expansion in New York represents an opportunity to showcase the Victorinox Swiss Army brand to visitors from around the world in one of the most popular and renowned shopping districts in the U.S. When you visit New York, Rockefeller Center is at the top of the list of must-see destinations,” said Carl Elsener, the global CEO of Victorinox. “Rockefeller Center’s rich architectural history and curated collection of some of the world’s most respected retail brands also created the perfect synergy for bringing the authentic Victorinox Swiss Army brand experience to consumers in the heart of Midtown Manhattan.”
Victorinox Swiss Army started in a cutler’s workshop in Ibach, Schwyz in 1884. Karl Elsener, the founder of the company, has been credited for designing the original Swiss Army knife. Currently, the firm manufactures Swiss Army knives, watches, cutlery, travel gear and fragrances.
Victorinox’s new store, which will have a square footage of 540 s/f, will be located at the British Empire Building at 620 Fifth Avenue. The brand’s flagship store, at 99 Wooster Street in SoHo, has been operating since 2013. Once the new location opens, the company will have eight retail stores in North America.