New licensee for brands “Swiss Military” and “Swiss Air Force”
Bern, 29.03.2022 - armasuisse has contracted the company swiss brands AG as a new licensee for the two brands “Swiss Military” and “Swiss Air Force”. The company has experience in the use of military brands. The revenue from the royalties will flow into the Federal Treasury. This means that armasuisse can continue to implement the commercialisation of the military brands required by the Parliament.
The founders and partners of the company swiss brands AG, based in Baar, ZG, have experience in the business of military brands. The licensing agreement which the company has signed with armasuisse covers various different product categories, such as cosmetics, chocolate, knitwear and woven goods as well as drinking bottles.
Strengthening the military brand profile
swiss brands AG is instructed to devise rules for the use of the brands mentioned, which will enable armasuisse to raise awareness of the profile of these military brands and to specifically target the groups of consumers to be addressed by the various brands. The licensing agreement also provides for the fact that the license will expire after a certain market build-up period for non-managed product categories and can be expanded to a brand for premium products that is yet to be created.
Like all armasuisse licensees, the company swiss brands AG has expressly undertaken to comply with the Swissness legislation. In this context, armasuisse cooperates with the Swiss Federal Institute of Intellectual Property (IIP).
Royalties for the Federal Treasury
The revenue from the royalties will flow into the Federal Treasury. With the new licensing agreement, armasuisse can continue to implement the commercialisation of the military brands required by the Parliament. In the motion 12.3667 from 2012, the Federal Council was requested to better protect the military brands, to enforce them against unauthorised third parties and to license them. Previously, various companies used the brands without paying any royalties to the Confederation.
Since then, armasuisse has signed various contracts in this regard. In the watch-making sector, these include the companies Chrono AG, Hanowa AG (“Swiss Military”) and Breitling (“Patrouille Suisse”). A long-term exclusive contract exists with the company Victorinox with regard to the brand “Swiss Army”.
Address for enquiries
Deputy Head of Communications armasuisse
+41 58 464 60 42