Swiss heritage brand Victorinox is sharpening its India strategy with a new entry-level watch collection priced at around ₹35,000, online sales through its website and an expanded retail network, targeting growth of at least 30% in its watch business in 2027.

The company, which currently sells watches priced between ₹60,000 and ₹2 lakh in India, plans to introduce the more affordable collection next year to attract new customers while retaining Swiss manufacturing.

“We would accelerate growth through new product introductions and more competitive pricing,” said Debraj Sengupta, Managing Director, Sales and Marketing, Victorinox India.

The company currently records annual watch business growth of around 20%. Its expansion plans come amid rising demand for Swiss watches in India.

Swiss watch imports into India have grown by about 25% over the previous year and 40% compared with 2024, Mr. Sengupta said. Established Swiss watchmakers are generally registering growth of 10% to 15%, excluding newer market entrants, he added.

Victorinox, founded in 1884, is also banking on its five-year international warranty to differentiate its watches from competing products in a similar price bracket, many of which offer two-year warranties.

The brand has introduced two India-specific watch designs featuring pink-gold details to cater to local preferences. Actor Abhay Deol has been appointed its “Friend of Brand” to strengthen consumer engagement during festivals, Diwali and the wedding season.

Beyond watches, Swiss Army knives, kitchen knives and travel products remain important categories. Swiss knives, priced from around ₹2,000, are being positioned as gifting options, with personalisation through name engraving. The company also sees scope to expand awareness of their practical applications as outdoor activities gain popularity.

Victorinox currently has about 187 points of sale in India and aims to increase the network to around 220 by the end of 2027. Two brand stores are planned, followed by outlets in Bengaluru and Delhi in 2028.

The company is also preparing to enable online purchases through Victorinox.com, broadening access to its products.