Your Take On An Icon: Victorinox Re-Imagine Competition

by Catherine Baecker-Khoury | Carryology Editor, January 22, 2026

Think Victorinox, think Swiss Army Knife. It’s an undeniable icon, nesting patiently in countless pockets and bags around the world until duty calls.

Now, while the SAK comes in various forms, legions of fans have always imagined their own spin on this classic piece. “Wouldn’t it be great if it had…”; “I’d love to change this…”; “I’d definitely add that.” But what if you could actually make that dream a reality? Well, you can with the Victorinox Re-Imagine Competition.

Bringing a Vision to Life

The competition encourages participants to redesign the Swiss Army Knife, and after proposals are submitted, an internal jury will create a shortlist of the best concepts. From here, the shortlisted creators will be invited to attend a pitch day to share their concepts in more detail, with selected finalists progressing to development and prototyping.

Each finalist prototype and the creator behind it will be showcased individually to reveal how it was made and why it stands out.

Finally, the fans have their say, with Victorinox Community platform members voting on their favorite finalist. Voting criteria will include functionality, vision, craftsmanship, storytelling, and collectability. And for the winner? Their concept will be brought to life as a limited-edition Victorinox release for the first Re-Imagine collection, with the launch planned for 2028.

Note: The competition is available to participants around the world. The application process is open now and runs until February 16, 2026. So if you ever wanted to make an icon your own, now’s your chance. Good luck!