Victorinox Taps Swiss Forests
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Swiss Army Forest

Inspired by lush Swiss landscapes and the brand’s own über-masculine DNA, famed knifemaker Victorinox is bringing to market an all-new men’s fragrance entitled Swiss Army Forest. Available at Bloomingdale’s, Lord & Taylor and on, Forest is “an explosion of freshness that incorporates authentic Swiss ingredients,” said Matthias Seyfang, CEO of Victorinox Swiss Army Fragrance.

The juice was developed by Firmenich perfumers Jean-Pierre Bethouart and Fabrice Pellegrin, who sought to strike a contrast between deep, woody warmth and a burst of light citrus, Victorinox said. Forest features notes of lemon, juniper and nutmeg atop a heart of clary sage, viola leaves and cedar that dries down with cypress, Siberian pine and wood moss.

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NoMad chef Daniel Humm with Rene Stutz, president of Victorinox Swiss Army,
North America.

The luminescent green bottle is swathed in Swiss wood, derived from the valley of Schwyz. Manufactured by furniture-maker Möbelfabrik Muotathal, the wild cherry wood used for Forest’s bottle is air-dried for one to three years, then re-dried in a special stove. All the wood used is sustainably-sourced and has been crafted by special lasering and milling techniques designed to produce a distinct effect, the company said.

While Victorinox is renowned for its multifaceted and methodical creations, its fragrance division taps into a more emotional and passionate aspect of the brand, Seyfang said. A 3.4-oz. EDT spray is priced at $68.00 and sold alongside a “u-fill”—a refillable Swiss Army Knife-shaped travel spray device that touts the same wood detailing as the full-sized bottle.

Victorinox féted the launch at famed Swiss chef Daniel Humm’s just-opened NoMad restaurant in the Flatiron District. Humm, the executive chef and co-owner of swanky downtown eatery Eleven Madison Park, has long been a fan of Swiss Army cutlery since he began his culinary training at the age of 14.

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