A $3.5 million print ad campaign breaks in May issues of Glamour, GQ, Men's Journal, Outside, Rolling Stone and Wired. Outdoor and shelter boards will support in New York and California.
With the tagline "Shield your eyes," ads from Hill, Holliday, Connors, Cosmopulos, Boston, take a humorous approach to the brand's reputation for quality and durability.
Bausch & Lomb's Ray Ban is the No. 1 brand in the $2.5 billion sunglasses market, with Oakley No. 2. There is no clear No. 3, so Swiss Army hopes to fill that position.
The company decided to try sunglasses following its success with watches, introduced in 1989.
"We were looking at other brand extensions-going from knives to watches proved that the brand is extendable to other categories, particularly accessories," said John Bergeron, general manager of the eyewear division. "We felt people would readily get the connection from watches to sunglasses."