EXHIBIT (a)(5)(C)


FOR IMMEDIATE RELEASE


                 VICTORINOX AG TO ACQUIRE THE OUTSTANDING SHARES
                      OF COMMON STOCK OF SWISS ARMY BRANDS

         IBACH-SCHWYZ, Switzerland--July 23, 2002 -- Victorinox AG
("Victorinox") announced today that its wholly owned subsidiary, SABI
Acquisition Corp. ("Purchaser"), has commenced a tender offer for all of the
outstanding shares of common stock ("Common Stock") of Swiss Army Brands, Inc.
(Nasdaq: SABI; "Swiss Army Brands"), not held by Victorinox and its affiliates,
at a price of $9.00 per share, net to the seller in cash (the "Tender Offer").

         The Tender Offer is conditioned upon, among other things, there being
validly tendered and not withdrawn that number of shares of Common Stock which,
when added to the shares already owned by Victorinox and its affiliates, will
constitute not less than 90% of the total number of outstanding shares as of the
date the shares are accepted for payment pursuant to the Tender Offer.
Victorinox and its affiliates currently own approximately 67.8% of the
outstanding shares of Common Stock of Swiss Army Brands. Approximately,
2,667,000 outstanding shares are held by other holders. Promptly following
consummation of the Tender Offer, Victorinox expects to acquire the remaining
shares of Common Stock at the same cash price in a merger transaction.

         A Special Committee, comprised of non-employee members of the board of
directors of Swiss Army Brands, has unanimously determined that the Tender Offer
is advisable, fair to and in the best interest of the stockholders of Swiss Army
Brands and has unanimously recommended that the stockholders of Swiss Army
Brands tender their shares.

         Victorinox AG is a privately held company headquartered in
Ibach-Schwyz, Switzerland. Founded in 1884, the company is the creator and
world's largest producer of Swiss Army(TM) knives. Today, Victorinox is the
leading worldwide manufacturer of pocketknives and multi-tools. It also produces
over 400 types of household and professional knives, and its products are
exported to over 100 countries. More information regarding Victorinox may be
obtained through its web site, at www.victorinox.ch.

         This press release is neither an offer to purchase nor a solicitation
of an offer to sell securities of Swiss Army Brands. Stockholders of Swiss Army
Brands are advised to read the tender offer statement, which is being filed by
Victorinox with the U.S. Securities and Exchange Commission ("SEC"), and the
related solicitation/recommendation statement which is being filed by Swiss Army
Brands with the SEC. The tender offer statement (which includes an offer to
purchase, letter of transmittal and related tender offer documents) and the
solicitation/recommendation statement contain important information that should
be read carefully before any decision is made with respect to the tender offer.
Stockholders of Swiss Army Brands may obtain a copy of these documents from
MacKenzie Partners, Inc., the Purchaser's information agent, without charge,
upon request at 800-322-2885. These documents will also be available at no
charge at the SEC's web site at www.sec.gov.


Contact:

         MacKenzie Partners, Inc.
         Lex Flesher, 212-929-5500



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