One of 130 durability test at the Victorinox INOX watch launch
A collective gasp echoes through the 13,600 square foot event space as a bright red firetruck rolls over a shiny silver watch, leaving it unscathed. The 40-ton FDNY truck, a carafe of boiling water and a high-impact sand-blaster are no match for I.N.O.X, the new watch collection by Swiss brand Victorinox. Surrounded by secret testing stations, scores of firefighters and press, and a live band, Charles Elsner, CEO of Swiss Army brands and Rene Stuz, CEO and President of North America brands, introduce the "quintessence of Victorinox expertise" [source] Wednesday evening.
The audience gathers in anticipation
Launching a watch to celebrate 130 years of product excellence, Victorinox emphasizes durability by subjecting the I.N.O.X to 130 tests of endurance. Having served as a volunteer firefighter for 25 years in his hometown, CEO Carl Elsener adds a personal element to the product by partnering with the Fire Department, City of New York (FDNY Foundation) in a "Firefighters for Life" collaboration. A visual presentation acquaints the audience with the humble beginnings of Swiss Army, the founder's commitment to firefighters and the toughness of Swiss Army Victorinox. The evening continues with lite bites, product quality tests and live music. Read more about the exclusive event here.
Watch the INOX withstand the weight and pressure of a 90 ton tank!
Victorinox partners with the FDNY--its founder was a volunteer firefighter
Watches that have been through various stress tests
Watches frozen into an ice sculpture!
An I.N.O.X up close--very heavy!
Big red FDNY fire truck!