New Era for the Swiss Army Knife Brand

How many consumers still carry pocket knives? Since airport security started taking them away from passengers flying to and from the United States, due to security concerns, far fewer than in the past. That's why Victorinox, the maker of the famed Swiss Army Knife, has reinvented itself.

The company now offers a range of flash drives that look like the traditional Swiss Army products, slim and compact to fit easily in your pocket. Touch the release tab and the USB connector pops out of the case, ready to be plugged into any computer.

The founder's great-grandson explained to the BBC that these 21st century storage devices are in keeping with Victorinox's vision: "These values are high quality, functionality, innovation and the iconic design."

In addition, the company has been licensing its brand for years. These days, you can buy Swiss Army-branded apparel, luggage, fragrances and other products that have been approved by Victorinox. The company still makes pocket knives, but it's also looking ahead to future product possibilities to keep the brand relevant well into the 21st century.