SwissP Defence
SwissP Defence AG, founded in 1863 in Thun, Switzerland, manufactures small-calibre ammunition (4.6mm–12.7mm) for armed forces, law enforcement, security forces, and special forces, and self-identifies as Europe's leading supplier in this category.
- Company typePrivate
- Founded1863
- HeadquartersThun, Switzerland
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What SwissP Defence does
SwissP Defence AG is a privately held Swiss manufacturer of small-calibre ammunition, founded in 1863 and headquartered in Thun, Switzerland. The company develops and manufactures ammunition in calibres ranging from 4.6 mm to 12.7 mm for armed forces, law enforcement, security forces, and special forces, and self-identifies as Europe's leading supplier in this category. Its product portfolio spans general small-calibre ammunition, the SWISS P registered sub-brand for precision sniper applications, and integrated system solutions that bundle ammunition with weapons, optical devices, lasers, silencers, and accessories into coordinated packages.
The business operates on a B2B hardware-sales model, selling directly to government and military procurement channels and complementing this with a global network of distribution partners. Pricing is non-public and negotiated through official procurement frameworks, with formally published General Terms and Conditions for both procurement and supply (most recently refreshed in May 2024). The company's customer base is structurally concentrated in the public sector — armed forces, law enforcement, security forces, and special forces — with no commercial or consumer channel exposure. Strategic partnerships include a co-development alignment with Beretta Defense Technologies (displayed as a partner on the corporate website) and the use of SAP SuccessFactors for recruitment operations.
The company employs approximately 380 people at its Thun facility, where it also runs formal apprenticeship programs to develop specialised manufacturing talent. It maintains a digital presence through a corporate website, LinkedIn, XING, and YouTube, and protects its brand through registered trademarks including the SwissP Defence and SWISS P marks. The company is led by CEO Hannes Hauri and operates with no disclosed parent company, subsidiaries, or institutional investors.
SwissP Defence firmographics
Firmographics- Name
- SwissP Defence
- Legal name
- SwissP Defence AG
- Website
- https://swisspdefence.com
- Company type
- Private
- Founded year
- 1863
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SwissP Defence AG, founded in 1863 in Thun, Switzerland, manufactures small-calibre ammunition (4.6mm–12.7mm) for armed forces, law enforcement, security forces, and special forces, and self-identifies as Europe's leading supplier in this category.
- Ownership category
- akta.pro rank
SwissP Defence industry classification
Industry- Product category
- Defence Ammunition Manufacturing
- NAICS
- Small Arms Ammunition Manufacturing (332992), Ammunition (except Small Arms) Manufacturing (332993)
- SIC
- Ordnance & Accessories, (No Vehicles/Guided Missiles) (3480)
- akta.pro primary industry
- Ammunition Manufacturing (Small-, Medium- & Large-Caliber) (IMABAHAG)
Keywords
Where SwissP Defence is headquartered
LocationHeadquarters
- HQ city
- Thun
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
SwissP Defence business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Small-calibre ammunition sales: Development and manufacturing of high-quality small-calibre ammunition for armed forces and law enforcement. Product portfolio spans calibres from 4.6mm to 12.7mm.
- System solutions: Integrated system solutions including weapons, optical devices, lasers, silencers and other accessories. Components are optimally coordinated to work together.
- SWISS P brand products: Specialized sniper ammunition products under the SWISS P brand, featuring exceptional precision and ballistic properties.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
SwissP Defence product offering
Product offeringCore offering
SwissP Defence develops and manufactures small-caliber ammunition (calibres 4.6mm to 12.7mm) for military, police, security, and special forces customers. In addition to its core ammunition portfolio, the company offers integrated system solutions bundling weapons, optical devices, lasers, silencers, and accessories into complete offerings for armed forces and law enforcement.
Product overview
SwissP Defence offers a focused portfolio of small-calibre ammunition products for armed forces and law enforcement. The core offering consists of small-calibre ammunition (4.6mm to 12.7mm calibres) and the SWISS P sniper sub-brand. The company also provides integrated system solutions that bundle ammunition with complementary products including weapons, optical devices, lasers, silencers and accessories. The products are positioned for military, police, security and special forces customers.
Differentiator
Problem solved
Functional benefit
Brands
- SWISS P: Product portfolio specially developed for snipers, known for exceptional precision, target impact and optimum ballistic properties.
Products and services
- Small-Calibre Ammunition (4.6mm to 12.7mm) Full range of small-caliber ammunition from 4.6mm up to 12.7mm, manufactured in Thun, Switzerland, for military, police, security agencies, and special-forces customers.
- SWISS P Sniper Ammunition Flagship SWISS P sniper ammunition line tailored to professional marksman, armed forces, law enforcement, and special-forces applications, offered as part of SwissP Defence's small-caliber portfolio.
- Integrated Weapon System Solutions Bundled system solutions that combine weapons, optical devices, lasers, silencers, and accessories alongside SwissP Defence ammunition, offered to armed forces and law-enforcement customers as complete procurement packages.
Companies that use SwissP Defence
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
SwissP Defence technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SwissP Defence partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Beretta Defense TechnologiescoreBeretta Defense Technologies is displayed as a partner on the SwissP Defence website footer. The partnership appears to involve defence equipment collaboration, with Beretta being a prominent firearms manufacturer.
- Swiss Infosec (Deutschland) GmbHminorDesignated as the EU representative under GDPR, Swiss Infosec GmbH based in Berlin serves as the data protection representative for SwissP Defence in the European Union.
Scale indicators4 records
Recent moves1 record
Expansion highlights5 records
SwissP Defence competitors and assessment
Company assessmentBroad incumbents
- Winchester Ammunition: Winchester is a large, established US ammunition manufacturer serving military, law enforcement, and commercial customers with a very broad calibre range. It operates as a broader incumbent against which SwissP Defence competes in many procurement tenders.
Others
- Beretta Defense Technologies: Beretta Defense Technologies is a consortium of firearms and defence-equipment manufacturers that SwissP Defence is publicly partnered with. While partly a partner, it also represents the broader defence-systems ecosystem in which SwissP Defence competes.
Direct peers
- Norma Precision: Norma Precision is a European manufacturer of high-quality small-calibre ammunition used by hunters, sport shooters, and military/law enforcement. Its premium precision positioning closely parallels SwissP Defence's SWISS P sniper offering.
- Lapua: Lapua, now part of the Nammo group, is a Finnish manufacturer of precision small-calibre and sniper ammunition. It competes most directly with SwissP Defence's SWISS P sniper brand and other high-precision product lines.
- Hornady Manufacturing: Hornady is a major US-based manufacturer of small-calibre ammunition serving military, law enforcement, and commercial markets. It is a relevant comparable for product breadth, R&D investment, and government-customer orientation.
- Nammo: Nammo is a Norwegian-Finnish defence group producing small-calibre and shoulder-fired ammunition for military and law enforcement across Europe. It is the most direct European competitor to SwissP Defence and competes for the same government procurement contracts.
- FN Herstal: FN Herstal is a Belgian manufacturer of firearms and small-calibre ammunition serving military, law enforcement, and special-forces customers worldwide. It competes with SwissP Defence in both standard and precision small-arms ammunition markets.
- RUAG Ammotec: RUAG was historically SwissP Defence's closest domestic Swiss peer in small-calibre and medium-calibre ammunition for military and law enforcement. Although ownership has shifted, RUAG remains a directly comparable ammunition manufacturer in the same geography.
- SIG Sauer: SIG Sauer produces firearms and a growing line of small-calibre ammunition for military, law enforcement, and commercial customers. It is a relevant competitor in the European and US defence procurement markets where SwissP Defence also operates.
- Dynamit Nobel Defence: Dynamit Nobel Defence is a German manufacturer of small-, medium-, and large-calibre ammunition for military and security forces. It is a relevant European comparable in the same product category and procurement customer base.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
SwissP Defence social profiles
Digital presenceSwissP Defence financial estimates
Financial estimateRevenue estimate
Valuation estimate
SwissP Defence leadership team
Management profileNumber of profiles
Profiles3 records
SwissP Defence funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SwissP Defence M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SwissP Defence
What does SwissP Defence do?
SwissP Defence develops and manufactures small-caliber ammunition (calibres 4.6mm to 12.7mm) for military, police, security, and special forces customers. In addition to its core ammunition portfolio, the company offers integrated system solutions bundling weapons, optical devices, lasers, silencers, and accessories into complete offerings for armed forces and law enforcement.
Is SwissP Defence a public or private company?
SwissP Defence is a private company. It is classified as unknown and is currently operating.
When was SwissP Defence founded?
SwissP Defence was founded in 1863. It employs 51 to 100 people.
Where is SwissP Defence based?
SwissP Defence is headquartered in Thun, Switzerland, in the Europe region.
How does SwissP Defence make money?
Three revenue lines are on record. Small-calibre ammunition sales are the primary driver. The others are system solutions and SWISS P brand products.
Who are SwissP Defence's main competitors?
Winchester Ammunition is listed as a broad incumbent. Beretta Defense Technologies is listed as an others. Direct peers are Norma Precision, Lapua, Hornady Manufacturing, Nammo, FN Herstal, RUAG Ammotec, SIG Sauer and Dynamit Nobel Defence.
Does SwissP Defence have an API?
No public API is recorded for SwissP Defence.
What industry is SwissP Defence in?
SwissP Defence's product category is Defence Ammunition Manufacturing. Its primary akta.pro industry code is IMABAHAG, Ammunition Manufacturing (Small-, Medium- & Large-Caliber). Its NAICS code is 332992 and its SIC code is 3480.