This is a spin off of my question about Buck's flagship.... Thoughts?
Most people agree that the Buck 110 is among the most recognizable American knives and the knife that is most clearly associated with the Buck brand. It's a pattern that has been said to be the most copied knife in the world and it's the knife that created and legitimized the folding lock-back design.
Today, the single blade locking knife is far and away the most popular style of knife but the Buck 110 is increasingly cast aside by current buyers in favor of more modern designs. How could an American icon and creator of the style loose the imagination and interest of the buyer? More importantly, could Buck utilize it's great heritage to reclaim it's spot at the top of the locking folder market? I think it would be possible. This is what I would do if I were in charge...
The first thing to consider is what current buyers are looking for. Three things stand out to me. First, the drop point blade is king. The 110's traditional clip point makes sense for hunting, but the market has spoken in terms of its preference for the drop point for every day use. Second, increasingly knives are carried in pockets, not in belt sheaths. Lighter weight and thinner options are a must. Thirdly, there appears to be increasing demand for higher quality steels - something that boads well for Buck given their history of leadership in heat treatment.
Here's the main thrust of what I would do. I would expand the 110/112 names from single models to a family of models with different blade and handle options sold at different price points. This way, buyers could buy a "110" but buy a 110 variant that makes more sense for them. I would also trademark the phrase "the original American locking knife" and make it a centerpiece of all packaging and advertising, along with the anvil logo. More on the marketing later, but let's talk about the knives first.
THE BLADES - Probably the most important aspect of what I'm proposing would be the renaming of a few blade types. This will probably be the most upsetting to the most died in the wool Buck traditionalists, but I think it's essential for using the credibility and recognizability of the 110/112 names to reach a buying public is the demanding drop point blades. I would rename the 486 blade and call it the "110 DP". Similarly, the 482 would become the "112 DP" and the 484 would become the "55 DP". I would also make the DP versions blades available in both 420HC and S30V (or another "super steel"). The important thing here is that regardless of profile (clip or drop point) and regardess of size (110, 112 or 55) and regardless of steel type, all knives with these blades would be a part of the "110 family" of knives.
THE HANDLES - I would offer the 110 family of knives with 5 primary choices of handles: traditional brass and ebony, custom, Paperstone Ecolite, Bucklite plastic and stainless. The first 4 all currently exist so the change here would most be around model names and blade options. For example, the Ecolite 112 should also be produced as the Ecolite 112 DP, with the drop point blade. And, the Bucklites should be relabled as Bucklite 110s, 112s and 55s.
The new handle material I'm suggesting would be modern stainless. This would be a rather shameless response to knives like the Kershaw Leek. The look should be completely modern, including screwed on metal scales and reversable/removable pocket clips. But, the handle shape from the side should be exactly like that of the Ecolite and Bucklite Max variants.
And this brings up an important issue in creating the 110 family. The handles need to have an obvious and unavoidable family resemblance in terms of their shape. Obviously, the classic 110 and 112 should remain unchanged for the sake of heritage, but I would (I can hear gasps now) redo the 110 and 112 finger groove models to adopt a single finger groove and then work to slightly evolve both the Ecolite and Bucklite Max lines to bring their basic profiles even more in line with each other. I would certainly thin the Ecolites slightly. From the side and in silloette, the classic 110 FG, 110 Ecolite, 110 Bucklite Max and 110 Stainless should look identical.
THE SPECIFIC MODELS - I wouldn't offer every blade variation with every handle style. Here are the specifics of what I would offer.
Standard Classics - Without question, the Buck 110 should remain largely unchanged with only slight evolutionary changes (as it has for its entire history). I would offer large retail outlets the ability have limited production runs of the 110 with S30V steel or with the 110 DP blade (with or without the thumbstud). As mentioned above, the biggest change to the classic 110 I would make would be with the finger groove version. I would reduce the finger grooves to a single groove, to strenthen the silloette similarity with the rest of the 110 family.
I would make more changes to the 112. I would make it thinner for easier pocket carry. I wouldn't make it as thin as the 500, but definitely thinner than the current models. I would also make the 112 DP in 420HC to be a standard offering. I would only make the finger groove model (again, with only a single groove) with the DP blade.
Lastly, I would introduce a 55 DP. This would overlap significantly with the 501, but I would do it anyway. I would also offer a version of the 55 DP with the same black plastic scales and silver bolsters of the 301.
Classic Customs - I wouldn't change much with the current custom line other than to expand it slightly. Both the traditional clip point and drop point blades should be offered in multiple types of steel. I would also expand the custom line to include the 112.
Ecolite - I would thin the handles of the Ecolites just slightly for better pocket carry. I would make the drop point versions of the blades to be the standard blade offering (no thumbstuds), while offering the clip blade versions as limited production runs for large retailers. I would add a lanyard hole on the butt end of the handle and I would offer a the DP blade only in 420HC. I would make the 112 size the mainstay of the Ecolite line and would offer it both plain and partially serrated versions. I would adverstise the Ecolite 112 DP in every non-hunting outdoor sport magazine I could think of and would go after every backpacking, hiking, climbing, sailing and watersports outlet. In short, anywhere there is a Victorinox display, there should be an Ecolite 112 DP being sold as "the original American locking knife". Lastly, I would also add a black handle to the current set of colors, to emphasize the black/silver motif that the Buck 301s and fixed blades are known for and I would not offer a Ecolite 55.
Bucklite Max - I would merge the older Bucklite line (square edged handles) and Bantam line (mid lock) into the Bucklite Max line. I would change the butt end of the handles to better match that of the 110 and 112 and would make the pocket clip reversible and removable. I would offer these in an extensive array of colors, in the tradition of the older original Bucklites and Bantams. The primary blades in these knives should be the drop point (with the thumb studs) but the black and safety orange versions should also be available in the traditional clip point as well. This is the knife that I would push into every hardware and tool supply outlet.
Stainless Slimline - I envision the stainless slimline versions to be the 110/112s for people who prefer the modern thin stainless look. I would kill off the current Colleague but keep the basic look of the scales. I would offer this knife (initially) in the 112 and 55 size and would offer it in both 420HC and S30V. When viewed from the side, the profile of the handles should match that of the Ecolite 112 and Bucklite Max 112 and the 55. The blade profile should be the 112 DP and 55 DP, both with thumb studs. If demand warrants, this could be expanded to include the 110 size too. Regardless, these knives would all be offered under the larger "110 Family" umbrella.
Anyway... that's what I would do if I were the king of Bucks
Most people agree that the Buck 110 is among the most recognizable American knives and the knife that is most clearly associated with the Buck brand. It's a pattern that has been said to be the most copied knife in the world and it's the knife that created and legitimized the folding lock-back design.
Today, the single blade locking knife is far and away the most popular style of knife but the Buck 110 is increasingly cast aside by current buyers in favor of more modern designs. How could an American icon and creator of the style loose the imagination and interest of the buyer? More importantly, could Buck utilize it's great heritage to reclaim it's spot at the top of the locking folder market? I think it would be possible. This is what I would do if I were in charge...
The first thing to consider is what current buyers are looking for. Three things stand out to me. First, the drop point blade is king. The 110's traditional clip point makes sense for hunting, but the market has spoken in terms of its preference for the drop point for every day use. Second, increasingly knives are carried in pockets, not in belt sheaths. Lighter weight and thinner options are a must. Thirdly, there appears to be increasing demand for higher quality steels - something that boads well for Buck given their history of leadership in heat treatment.
Here's the main thrust of what I would do. I would expand the 110/112 names from single models to a family of models with different blade and handle options sold at different price points. This way, buyers could buy a "110" but buy a 110 variant that makes more sense for them. I would also trademark the phrase "the original American locking knife" and make it a centerpiece of all packaging and advertising, along with the anvil logo. More on the marketing later, but let's talk about the knives first.
THE BLADES - Probably the most important aspect of what I'm proposing would be the renaming of a few blade types. This will probably be the most upsetting to the most died in the wool Buck traditionalists, but I think it's essential for using the credibility and recognizability of the 110/112 names to reach a buying public is the demanding drop point blades. I would rename the 486 blade and call it the "110 DP". Similarly, the 482 would become the "112 DP" and the 484 would become the "55 DP". I would also make the DP versions blades available in both 420HC and S30V (or another "super steel"). The important thing here is that regardless of profile (clip or drop point) and regardess of size (110, 112 or 55) and regardless of steel type, all knives with these blades would be a part of the "110 family" of knives.
THE HANDLES - I would offer the 110 family of knives with 5 primary choices of handles: traditional brass and ebony, custom, Paperstone Ecolite, Bucklite plastic and stainless. The first 4 all currently exist so the change here would most be around model names and blade options. For example, the Ecolite 112 should also be produced as the Ecolite 112 DP, with the drop point blade. And, the Bucklites should be relabled as Bucklite 110s, 112s and 55s.
The new handle material I'm suggesting would be modern stainless. This would be a rather shameless response to knives like the Kershaw Leek. The look should be completely modern, including screwed on metal scales and reversable/removable pocket clips. But, the handle shape from the side should be exactly like that of the Ecolite and Bucklite Max variants.
And this brings up an important issue in creating the 110 family. The handles need to have an obvious and unavoidable family resemblance in terms of their shape. Obviously, the classic 110 and 112 should remain unchanged for the sake of heritage, but I would (I can hear gasps now) redo the 110 and 112 finger groove models to adopt a single finger groove and then work to slightly evolve both the Ecolite and Bucklite Max lines to bring their basic profiles even more in line with each other. I would certainly thin the Ecolites slightly. From the side and in silloette, the classic 110 FG, 110 Ecolite, 110 Bucklite Max and 110 Stainless should look identical.
THE SPECIFIC MODELS - I wouldn't offer every blade variation with every handle style. Here are the specifics of what I would offer.
Standard Classics - Without question, the Buck 110 should remain largely unchanged with only slight evolutionary changes (as it has for its entire history). I would offer large retail outlets the ability have limited production runs of the 110 with S30V steel or with the 110 DP blade (with or without the thumbstud). As mentioned above, the biggest change to the classic 110 I would make would be with the finger groove version. I would reduce the finger grooves to a single groove, to strenthen the silloette similarity with the rest of the 110 family.
I would make more changes to the 112. I would make it thinner for easier pocket carry. I wouldn't make it as thin as the 500, but definitely thinner than the current models. I would also make the 112 DP in 420HC to be a standard offering. I would only make the finger groove model (again, with only a single groove) with the DP blade.
Lastly, I would introduce a 55 DP. This would overlap significantly with the 501, but I would do it anyway. I would also offer a version of the 55 DP with the same black plastic scales and silver bolsters of the 301.
Classic Customs - I wouldn't change much with the current custom line other than to expand it slightly. Both the traditional clip point and drop point blades should be offered in multiple types of steel. I would also expand the custom line to include the 112.
Ecolite - I would thin the handles of the Ecolites just slightly for better pocket carry. I would make the drop point versions of the blades to be the standard blade offering (no thumbstuds), while offering the clip blade versions as limited production runs for large retailers. I would add a lanyard hole on the butt end of the handle and I would offer a the DP blade only in 420HC. I would make the 112 size the mainstay of the Ecolite line and would offer it both plain and partially serrated versions. I would adverstise the Ecolite 112 DP in every non-hunting outdoor sport magazine I could think of and would go after every backpacking, hiking, climbing, sailing and watersports outlet. In short, anywhere there is a Victorinox display, there should be an Ecolite 112 DP being sold as "the original American locking knife". Lastly, I would also add a black handle to the current set of colors, to emphasize the black/silver motif that the Buck 301s and fixed blades are known for and I would not offer a Ecolite 55.
Bucklite Max - I would merge the older Bucklite line (square edged handles) and Bantam line (mid lock) into the Bucklite Max line. I would change the butt end of the handles to better match that of the 110 and 112 and would make the pocket clip reversible and removable. I would offer these in an extensive array of colors, in the tradition of the older original Bucklites and Bantams. The primary blades in these knives should be the drop point (with the thumb studs) but the black and safety orange versions should also be available in the traditional clip point as well. This is the knife that I would push into every hardware and tool supply outlet.
Stainless Slimline - I envision the stainless slimline versions to be the 110/112s for people who prefer the modern thin stainless look. I would kill off the current Colleague but keep the basic look of the scales. I would offer this knife (initially) in the 112 and 55 size and would offer it in both 420HC and S30V. When viewed from the side, the profile of the handles should match that of the Ecolite 112 and Bucklite Max 112 and the 55. The blade profile should be the 112 DP and 55 DP, both with thumb studs. If demand warrants, this could be expanded to include the 110 size too. Regardless, these knives would all be offered under the larger "110 Family" umbrella.
Anyway... that's what I would do if I were the king of Bucks
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