Extreme retail
By Eugenia Levenson, Fortune Magazine

(Fortune Magazine) -- "It's a little over the top," admits Dennis Piretra, marketing director for Wenger, about the new Swiss Army Giant Knife. The nine-inch-wide behemoth costs $1,200 and is loaded with 85 tools, including a 300-foot-range laser pointer, a cigar cutter, a bike-chain-rivet setter, and 25 screwdrivers. Wenger, one of two authorized Swiss Army manufacturers, was acquired by rival Victorinox last year but still operates autonomously. It isn't counting on the Giant Knife to be a big seller -- just an attention grabber. But it's not taking any chances: An even bigger version is in the works.  Top of page