Return to Media Room

June 02, 2011



Victorinox Unveils New Seefeld Travel Gear Collection Through Unique Coffee Art Exhibit

For Immediate Release: On the 2nd of June 2011, Victorinox Travel Gear launched its newest Seefeld collection in Recreational Outdoor eXchange (R.O.X) before an intimate group of invited media and VIPs.

Better known for its classic “Original Swiss Army Knife,” the iconic Swiss brand has since expanded to offer a variety of lifestyle products including, but not limited to: professional cutlery, timepieces, fashion, fragrance and travel gear.

Exclusively distributed in the Philippines by the Primer Group of Companies, Victorinox’s newest travel gear collection labeled, “Seefeld,” seamlessly blends form and function. The six-piece line is lightweight, stylish in design, and highlights the use of convertible bags that can easily take any traveler immediately from business to leisure, further reinventing the term “versatility.”

To commemorate the launch of the collection, Victorinox, in partnership with Café Alamid X’press, invited popular artists, such as: Lito Ballaran, Brando Batti, Ella Hipolito, Jerel Limayo, Kathleen Lei Limayo, Mike Melchor, Dante Palmes and Jennifer Romulo, to showcase through the manipulation of coffee, their own interpretations of Seefeld, a scenic place in Switzerland where the new collection is named after.

Also present was Mr. Ivo Sieber, the Swiss Ambassador to the Philippines, who attended the event as the guest of honor and was also presented with unique coffee art from each of the artists.

“I am so happy to be here to represent my country,” say Mr. Sieber. “I love the Philippines….the people here are so talented!” He goes on to say, “Victorinox’s new luggage is truly impressive both in function and design.”

Hosted by Tracy Abad of “The Wakeup Show” on Mellow 94.7, those in attendance enjoyed a fantastic night of art and culture with great food and drinks provided by Café Alamid X’press.

Victorinox Travel Gear is exclusively distributed by the Primer Group of Companies and is available at R.O.X., Bonifacio High Street.

For additional information, please visit:

About Primer Group of Companies
The Primer Group’s network of companies is multiplying in a pace never achieved before. The company is now realizing its vision to become the LEADER in the global distribution and innovation of premium goods and services across the Asian region namely Hong Kong, Indonesia, Japan, Malaysia, Singapore and Thailand. After 25 years of continuous and steady growth, its retail authority has grown to over 50 premium brands, 100 free-standing concept stores and over 600 consignment doors in the Asian region. The company is set to reach greater heights through its numerous milestones and marketing commendations locally and abroad. The Primer Group of Companies is also proud to have expanded its business portfolio in the area of industrial products and services. Most recently, the company also opened its first professional retail and merchandising academy. For more information about Primer Group, visit

For additional details, please contact:
William Hsu
Monsters Centaur Production Inc.

Charmaine Palermo
Monsters Centaur Production Inc.