Welcome to Switzerland
You are a professional Licensee, Distributor or Manufacturer. You are looking for licensing opportunities to grow your business as part of the global Swiss Military Brands family.
We are swiss brands AG, an official Licensee of the Swiss Confederation. We are your gateway for the authentic Swiss Military Brands to the global market.
BECOME A PART OF THE SWISS BRANDS FAMILY
Global Licensing
SWISS MILITARY BRANDS - THE REAL ONES
Propel your company’s commitment to quality and value to new heights with an official, global Swiss Military Brands license from swiss brands AG, authorized & protected by the Swiss Confederation.
The promising SWISS MILITARY & SWISS AIRFORCE brands, applied to a wide range of products with integrated proven elements of Swiss values, will help you successfully conquer the global markets.
Swiss Military
The SWISS MILITARY brand is positioned as best-in-class in the mass market, with its own identity and style.
SWISS MILITARY with its versatile product range addresses wide customer base. The brand profits from a rich Swiss history, that leads to simple, authentic, durable and multi-purpose products.
Swiss Airforce
The SWISS AIRFORCE brand is anchored in various market tiers, from the mass up to the upper mid-range of the market, but with its unique name it has a specific, narrow profile.
SWISS AIRFORCE should not only be viewed from a technical perspective, but is also positioned as a more fashion-oriented brand.
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Authorized & Protected
A license with swiss brands AG is directly connected to and authorized by the Swiss Confederation, the highest authority on the use and benefits of the Swiss Military Brands. Nothing else will substitute.
For decades, companies have been associating their products with Swiss Culture and Industry. Many have done this without any knowledge or commitment to the values and needs of the Swiss People. This is about to change, beginning with the official licensing of the Swiss Military Brands through swiss brands AG.
SWISS MILITARY & SWISS AIRFORCE
The centerpiece is, among other things, the newly designed “Swiss Military Brands” figurative marks. The fresh and unique new logos represent Switzerland’s Modernity and enable differentiation and worldwide protection with regard to unauthorized use.
With a specific designed SWISS MILITARY and SWISS AIRFORCE logo application for “Swiss Made” and “Swiss Design” products, consumers are transparently and in accordance with the Swissness legislation informed on the value generated in Switzerland.
Products
The power of the Swiss Military Brands is deeply rooted in products and consumer solutions that match the centuries-old and globally recognized sophistication and uniqueness of Swiss Culture and its people.
The overall look for Swiss Military products is of a basic form for its intended use. The design values are based on the for Switzerland typical design DNA of simplicity, functionality and durability. These terms are integrated in a relevant way within the design process with the aim to have simple, honest and classic products with pure design.
As part of each license agreement and as ongoing benefits are the Brand Strategy & Standards (“BSS”) utilities which clearly define and provide detailed templates on the sizing, colors, style policy and packaging specification of the brands, which promote unified global messaging to consumers about the brands.
Within the Swiss Military Brands, sbAG has secured the following product categories:
Chocolate
Cosmetics
Drinking Bottles, Insulated Containers
Knit Products
Tech Accessories
Pet Accessories
Others will follow upon request and approval by the Swiss Confederation.
Licensee Benefits
Official Swiss Military Brands products come with all the protections and certifications that global consumers will recognize and look for when purchasing these products.
You as authorized Licensee not only receive all these valuable benefits and protections which give you a competitive edge and enable you to grow, you can also count on all possible support from the swiss brands Design-Tech Center.
Brand Value
Take advantage as a Licensee of the power of the Swiss Military Brands, which is deeply rooted in products and consumer solutions that match the centuries-old and globally recognized sophistication and uniqueness of Swiss Culture and its people.
The Swiss Military Brands benefit from of the global reputation for excellence and quality that Swiss brands are known for, are being used with increasing popularity and provide you a clear competitive advantage due to the Swissness factor.
The true value of the Swiss Military Brands only comes into play when its products are authentic, reflect their individual brand Swiss heritage with Swiss Design & DNA, and can easily be identified by a consumer as official licensed products of the Swiss Confederation.
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Quality
Various products, proven over decades in the Swiss military, became icons and serve as inspiration for the Swiss Military Brands and its products. These products are known for its quality, are purpose built yet affordable. Each product functions exactly how it is described to. No gimmicks – nothing more, nothing less. There are no bells and whistles or unnecessary extra features.
Swiss Military Brands products are made out of the sturdiest materials possible. They are versatile everyday products that are made to last.
Swissness
The term Swissness refers to the designation “Swiss” as an indication of the geographical origin of goods and services. These are particularly appreciated by consumers all over the world because they are associated with values such as innovation, striving for excellence and an unsurpassed understanding of quality - which can be found in all aspects of Swiss culture.
For centuries, Swiss engineering, invention design and innovation have been respected around the globe. Known for reliability, practicality and a keen sense of style, Swiss consumerism has made indelible contributions to products that people use and love around the world, everyday. Switzerland has become worldwide the de-facto standard upon which quality products and image are quantified.
In summer 2013, the new “Swissness” legislation was agreed by the Swiss parliament. The objective of the new legal framework is to provide long- term security to the added value delivered by the brand “Switzerland”. In fall 2015, the Federal Council approved regulations for the implementation of the Swissness legislation and the complete legislative package came into force as of January 1, 2017.
Because of this, companies worldwide who contravene the directives in the law risk not only legal action but as well the stigma of counterfeit products. As such, and as a benefit of license ownership, swiss brands’ licensees not only are fully compliant with Swiss Law, but will also have the benefit of branding guidelines and product design methodologies that bring their products into full compliance with the Swissness legislation. This process will allow their products to carry the officially licensed seal and hologram of the Swiss Confederation, a certification of lasting value in the global marketplace.
Since its introduction, worldwide compliance with the Swissness legislation has a high priority and its enforcement will be intensified. Many benefits will be bestowed upon companies that conform early and create fairness and honesty in the marketplace. As a swiss brands licensee you will have the comfort and exclusive rights to not only be in full compliance with International Law, but be the legitimate representative and legal licensee of the Swiss Confederation, which will be globally respected and the envy of your competitors.
Swiss Design & DNA
In order to create a strong brand identity, it is extremely important to establish a recognizable voice for the Swiss Military Brands, which core values center around creating simplistic, durable and authentically Swiss designs and products. It is important to keep these characteristics in mind when creating products or marketing activities under those brands in any sense of the way.
Among further characteristics, technological innovation, functionality, quality and simplicity are deeply engraved in the Swiss understanding of products and is part of a long tradition in design, engineering, craftmanship and conceptual thinking. All products under the “Swiss Military Brands” incorporate this Swiss product DNA, depending on the positioning more or less pronounced.
Swiss Military Brands are very reasoned, straight forward, matter-of-fact and confident in terms of word choice and overall feel. It is also important to keep these characteristics in mind when creating copy for advertising, website content, social media posts and other forms of verbal communication.
Our Services
SWISS BRANDS' COMMITMENT IS TO SUPPORTING YOU TO GENERATE SUCCESS
As specialist and best in class in your product environment, with our Design-Tech Center we offer you support to craft and finetune your assortment in unison with Swiss value, perception and quality.
From concept to product, just as at marketing and communication – our ongoing backing strengthen your ability to merchandise products that align with brand identity, Swiss culture and values and that meet the high expectations consumers anticipate from Swiss Military Brands products.
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Design-Tech Center
As with all serious licenses and brands that manage future value, consistent product, packaging and brand application are very important.
Therefore, resources are made available to Licensees to consult and assist with the many tasks of selecting, designing, featuring and packaging of Swiss Military Brands licensed products. The swiss brands Design-Tech Center is staffed with expert industrial design, brand marketing and Swiss retail product experts who will assist you and your staff on how to extract the most value from your license, the know-how of other swiss brands license partners or from available product technologies. Making “real” Swiss product requires discipline and the commitment to initiate subtle and simple changes to products so that there is always a discernible border between “real”, and “fake” Swiss products.
As part of your license agreement and as ongoing benefits are the Brand Strategy & Standards (“BSS”) utilities which clearly define and provide detailed templates on the sizing, colors, style policy and packaging specification of the brands, which promote unified global messaging to consumers about the brands. The BSS, the swiss brands Design-Tech Center and target oriented approval processes are here to help you design and implement for production your products so that in the marketplace there continues to build strong consumer interest and consistency which fosters continued value in the ownership of your license.
Partnership
The Swiss Military Brands family of international trademarks and intellectual property are now available by swiss brands AG to select professional Licensees, Distributors and Manufacturers to build a global network to permanently align products and services with the outstanding reputation and broad consumer value of the Swiss Military Brands.
Start the onboarding process by contacting swiss brands directly or by submitting the application form and experience the huge impact on your business as an authorized Swiss Military Brands Licensee. With your commitment, and consulted and assisted by swiss brands, the Swiss Military Brands will become one of the most valued and respected global consumer merchandise brands.
Onboarding
The cost of license ownership is a valuable investment. It comes with it many benefits that your enterprise can use to build higher consumer excitement, brand loyalty, category competitiveness and improved revenues. The cost of the license is modest when compared to the many benefits received. Upon initial discussion and qualification, terms and fees applicable to your product category, anticipated sales volume, potential channels and customers and other factors will be negotiated and concluded in a license agreement by a swiss brands AG licensing executive from the headquarter.
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swiss brands AG
The established swiss brands AG is headquartered in Switzerland and is the linchpin in the commercialization of the real Swiss Military Brands.
We at swiss brands AG are comprised of senior level management executives with international experience in the design, development manufacturing, marketing, licensing and retailing of consumer products worldwide:
International team with the necessary expertise on a global level in brand building, product development, control of quality and design, marketing and communication.
Unique experience and perspective of being brand owner / licensor and brand licensee, including Swiss Military brands and products bearing the Swiss Cross.
Executive management experience in the commercialization of multiple product categories.
Strong brand standards enforcement, from product to collateral and POS.
Multi-brand management that maximizes revenue and potential of each brand. Extensive licensee experience (brand respect and brand-relevant manufacturing, positioning, pricing) and extensive licensor experience (brand protection, enforcement, revenue generation, partner selection and policing).
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![Christoph Wyss, Chairman, CEO, swiss brands]()
Christoph Wyss
Chairman, CEO
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![Alex Reinhart, Member of the board, swiss brands]()
Alex Reinhart
Member of the Board
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![André Lüthy, Member of the board, swiss brands]()
André Lüthy
Member of the Board
Contact us.
We look forward to hearing from you, working towards adding your company to the growing family of swiss brands AG official licensees and to support you in all your activities.