Rimowa Tone of Voice — German & Premium

Tagline: "Engineering Since 1898"

Industry: Luggage

Sector: Consumer Goods

How Rimowa Communicates

Rimowa lets its heritage and engineering carry the weight. "Engineering Since 1898" states craft and longevity as plain fact — German, premium, understated. The voice is precision-built and quietly proud, selling luggage as a lifetime of engineering.

Tone Words

Rimowa's brand voice is defined by the following tone words: German, Premium, Iconic.

Communication Style

Language Style: Precision-built
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Rimowa Brand Story

Rimowa represents excellence in luggage. "Engineering Since 1898" captures the brand's german, premium, iconic approach.

Brand Message

Engineering Since 1898

Brand Mission

Deliver excellence in luggage

Brand Positioning

Core Concept: German Luggage

Central Tension: Ordinary vs. Exceptional

About Rimowa

Rimowa GmbH (German pronunciation: [ʁɪˈmoːva]), often stylized as RIMOWA, is a luxury luggage manufacturer. The company was founded in 1898, in Cologne, Germany. Rimowa suitcases are widely known for their parallel aluminium grooves, which have become characteristic of the brand. The company's headquarters and production have been located in Cologne for 120 years. In October 2016, LVMH purchased an 80% stake in Rimowa, which became the group's first German company. From 2017 to 2021, the company was managed by Alexandre Arnault. Hugues Bonnet-Masimbert took over as CEO in 2021.

Frequently Asked Questions About Rimowa

What is Rimowa's tone of voice?

Rimowa uses a german, premium, iconic tone of voice. Their communication is precision-built, typically using statement-style sentences in the present tense. Their tagline "Engineering Since 1898" exemplifies this voice.

How does Rimowa communicate with customers?

Rimowa represents excellence in luggage. "Engineering Since 1898" captures the brand's german, premium, iconic approach.

What is Rimowa's brand message?

Rimowa's core message: Engineering Since 1898 Their mission: Deliver excellence in luggage

What is Rimowa's slogan?

Rimowa's slogan is "Engineering Since 1898". It carries their german, premium, iconic voice.

What is Rimowa's mission?

Rimowa's mission: Deliver excellence in luggage

What makes Rimowa's brand voice unique?

Rimowa stands out through their german, premium, iconic communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Consumer Goods sector.

What language style does Rimowa use?

Rimowa uses precision-built language, with imaginative messaging, in statement-style sentences, using the present tense.