About Us

Swiss Military is a medium to connect our customer to the world of Premium Lifestyle Products bearing the highest quality standards at surprisingly affordable prices. We call it “Affordable Luxury”.We begin our research by recognizing basic unfulfilled needs of our customers and then design products that address this need for which there is no other product available in the market.Thorough research is then conducted to arrive at the best possible design / material / technology to construct the product in question to cater to this unfulfilled need or the ‘demand vacuum’ as we call it. It is this very inspiration that has resulted in us creating a plethora of innovative products.

Being a one-stop shop in 26 countries globally we serve virtually every aspect in Men’s Lifestyle from Travel Gear, Writing Instruments, Watches, Garments, Accessories, Kitchenware, Eye Gear, Leather Goods, Outdoor/Hiking, Footwear, Cosmetics & Electronics with over 1800 present SKU’s in the global portfolio.Values such as reliability, quality, innovation and sustainability stand for the true spirit of Switzerland which is adhered to with every product coming off our global product lines. Vendors are trained and audited to understand the importance of a reliable product for which strict adherence is governed by our global team according to Swiss quality mandates. Our purpose is to become a part of your life in order to see perfect ‘Swissness’ around you. The track record goes on…We look forward to our future in serving you.

Our History

The story of Swiss Military started with an ambition – “With a clear vision, an explicit positioning and affordable premium products, we will become one of the fastest growing brands from Europe across various product segments”. Ever since, the brand has strived hard to keep this ambition alive with a wide range of innovative & expanding product categories so the company emerges to become a global trendsetter in the premium Men’s lifestyle segment.Mr. Jacques Boegli of Moutier, Switzerland started making Swiss Made watches under the brand ‘Swiss Military’ in the year 1984. The brand grew with Mr. Jean-Luc Bögli, son of Mr. Jacques Bögli an enthusiast of diverse outdoor activities himself, after he launched his first clothing line in a range that was set to grow exponentially.

Gradually both the scale and scope of operations grew rapidly on a global scale owing to the unique brand positioning that Swiss Military attained over the years. Today, Swiss Military is widely patronized by those who value affordable luxury, versatility & uniqueness of design with a plethora of product ranges meeting every virtual need under the same roof.Over the past 30 years of the brands existence, it made a strong presence in 26 countries globally, with brand registrations in 40 countries and over 600 retail stores in Europe alone across various product segments namely.In the Indian context, the brand is a forerunner in the Corporate Gifting space and presence in over 800 retail points include all major Large Format Stores across 24 states pan-India.

Company Vision

“To create a global brand through our constantly changing and innovative product verticals for the mass audiences aspiring to own a world-class Swiss brand at an affordable price. We wish to research demand for unavailable products or their usage thereof and design products to fulfill that very demand vacuum that no other brand is looking at fulfilling..”


“To provide our clients a one-stop shop for an affordable option of a world-class product that satisfies an unfulfilled need through our constant innovation and creative designs.”


Swiss Military products are designed for perfection in style, aesthetics, usability and affordability with a touch of grandeur. Our core brand values of creating innovative products to fulfill existing ‘demand vaccums’ is the force that drives us to design smart and affordable products for our customers. “Exclusivity” is key here as the product in question has to stand out in an over-saturated and repetitive market. Reliability and sustainability are of utmost concern. Our products are passed through stringent tests to ensure that the high standards set internally are met every time a product rolls out of our global production lines.

Swiss Military products have been diligently crafted to meet the requirements of its target market. The brand targets young adults and imbibes the ‘Impulse Buy’ psychology behind the brand’s existence. Thus Swiss Military has been evolving tremendously to upscale its designs, introducing global best-sellers into the Indian portfolio and increasing its reach and depth with the variety of products in the offering. It is no wonder then that Swiss Military has now become one of the most sought after brands in the Premium Lifestyle segment globally!

Mr. Anuj Sawhney


Anuj Sawhney is a young dynamic professional, with his expertise in International marketing and…

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