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This is a simplified Chinese version. This is part of a case series. The Victorinox case introduces and analyses cultural heritage and brand extension issues a family business was facing throughout its over 130 years of history. Part A focuses on the company’s efforts of raising brand awareness and product diversification, while Part B examines the results of this diversification and reports what the company has learnt from it. Both parts highlight the importance of innovation while staying true to the company’s roots, which, in this case are people-centric family values. Throughout the case, readers will receive an excellent example of Swiss family-owned business and its attitude towards innovation, brand management and product diversification while staying true to the company’s original values.