Victorinox partners with Secret View to strengthen the customer experience
7/4/2026
How do you ensure consistency in brand experience on an international scale? Since March, we’ve partnered with Victorinox. The company is known worldwide for quality, functionality, and iconic Swiss craftsmanship, spanning from the Original Swiss Army Knife™ to Travel Gear, Cutlery and Watches. To keep the brand experience consistent and further strengthen it, Victorinox uses Secret View’s mystery shopping research.
“Makers of the Original Swiss Army Knife™”
Victorinox is known worldwide as the “Makers of the Original Swiss Army Knife™.” The brand was founded in 1884 in Ibach, Switzerland. What began as a small-scale knife workshop grew into an international company with a consistent focus on quality and innovation.
Today, Victorinox is present in more than 120 countries and covers four product categories: Swiss Army Knife™ & Tools, Cutlery (kitchen and professional knives), Watches and Travel Gear.
At Victorinox, one belief is central: being prepared makes life better. Based on this idea, the brand develops smart solutions for everyday challenges.
Why Victorinox chooses mystery shopping research
Training will be a key focus for Victorinox in the coming period. To assess whether these efforts are truly reflected on the shop floor, the brand uses mystery shopping research. With the help of independent shoppers, Victorinox gains an honest view of how training comes to life in practice.
Their last mystery shopping research took place in 2022. Three years later, it is the right time to measure again, reflect, and deepen insights, according to Marianne Mueller, Head of Retail Europe at Victorinox.
Marianne: “Our employees have a high level of knowledge, and we are proud of that. At the same time, we believe it is important to keep them sharp. The last time we used mystery shopping research, was three years ago. Now it is time to hold up an objective mirror and see how our training and service are truly experienced by the customer.”
Objective perspective, trusted partner
For this next step, Victorinox deliberately chooses Secret View. Marianne was already familiar with Secret View from a previous collaboration at a former employer, which contributed to trust in an independent and professional approach.
“What was decisive for us is the combination of objectivity, consistency, and the fact that Secret View works with real customers. That delivers insights you can truly act on.”
Working together towards lasting quality
With the help of our mystery shopping research, Victorinox gains concrete guidance to confirm strengths and address improvement opportunities in a targeted way. This ensures the customer experience continues to align with the high standards the brand represents worldwide, today and in the future.
We are very excited for this collaboration!
