Rani Permata
Oct 15, 2026
INTRODUCING THE "FROM THE ORIGIN OF SWISS ARMY KNIFE
TO THE HEART OF JAKARTA" DINING EXPERIENCE
Victorinox Indonesia, in collaboration with Transjakarta Open Dining, brings together Swiss heritage and Jakarta’s rich identity through a special dining experience with Victorinox’s family.
A JOURNEY FROM SWITZERLAND TO JAKARTA
The campaign takes guests on a journey through the heart of Jakarta, connecting the heritage of Victorinox and the Original Swiss Army KnifeTM with some of the city’s most recognizable landmarks.
The journey begins at the Victorinox Experience Hub @ Kota Kasablanka, where guests gather for content preparation and a special mini presentation introducing the story behind the exclusive Jakarta City Scale.
From there, guests continue their journey aboard the Transjakarta Open Dining Bus, enjoying lunch together while experiencing Jakarta from a different perspective. The route takes guests past several iconic landmarks, including Gelora Bung Karno Stadium, the National Monument (Monas), and Bundaran HI.
The experience concludes at the Victorinox Pop-Up at Plaza Indonesia, where guests can create additional content while exploring Victorinox’s Swiss Army KnifeTM and Travel Gear collections.
AN EXCLUSIVE JAKARTA CITY SCALE
At the heart of the campaign is the exclusive Jakarta City Scale, featuring iconic elements of Jakarta on selected Victorinox Travel Gear products.
The destination scale is part of a highly exclusive global initiative, with only 12 selected countries and cities receiving the opportunity to have their own destination scale, with Jakarta being one of them.
More than a design, the Jakarta City Scale represents a connection between Victorinox’s global heritage and the identity of a local city — allowing travellers to carry a piece of Jakarta with them wherever their journey takes them.
CONNECTING TWO HERITAGES
The campaign reflects Victorinox’s ambition to bring its Swiss heritage closer to consumers across the Asia-Pacific region while creating locally relevant experiences in each market.
The story begins with the origin of the Swiss Army KnifeTM in Switzerland and continues through Victorinox’s evolution into a global lifestyle brand offering solutions designed for modern journeys.
Jakarta provides the perfect backdrop for this story — a city where history, culture, business and modern lifestyles come together.
BUILDING VICTORINOX IN INDONESIA
For Indonesia, the campaign forms part of Victorinox’s efforts to strengthen its presence and connect with a growing audience of modern professionals, business leaders and frequent travellers.
“Indonesia is an important market for Victorinox, particularly as we continue to connect with modern professionals, business leaders and frequent travellers who value quality, functionality and timeless design. From the origin of the Swiss Army KnifeTM, Victorinox has continued to evolve and engineer solutions for today’s journeys — and we see an opportunity to bring that heritage closer to this growing audience in Indonesia.” Hendra Purjaka, General Manager, LUXASIA Indonesia
EXPERIENCING VICTORINOX THROUGH JAKARTA
The campaign itself is designed as a journey that connects the origins of Victorinox with the character of Jakarta. Rather than simply introducing the Jakarta City Scale, the experience allows guests to see, experience and create content around the city while discovering the story behind the product.
“We wanted to create a journey that connects two heritages: Victorinox’s Swiss origins and Jakarta’s own history and identity. From the Experience Hub, to dining across Jakarta’s landmarks, and finally to our Plaza Indonesia Pop-Up, the trip allows guests to experience how Victorinox has evolved from the origin of the Swiss Army KnifeTM to being engineered for your journey.” Franco Wijaya, Brand Manager – Lifestyle, LUXASIA Indonesia
FROM SWISS HERITAGE TO YOUR JOURNEY
Through “From the Origin of Swiss Army KnifeTM to the Heart of Jakarta,” Victorinox Indonesia aims to strengthen its connection with Jakarta while showcasing how the brand’s heritage, functionality and spirit of exploration can become part of modern urban lifestyles.
The campaign represents Victorinox’s continued evolution — from the origin of the Swiss Army KnifeTM to products engineered for today’s journeys.
From the Origin of Swiss Army KnifeTM to the Heart of Jakarta — where Swiss heritage meets the spirit of the city.
