SwissP Defence

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.

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

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

• Small-caliber ammunition
• Sniper ammunition
• Defence manufacturing
• Military supplies
• Weapon system solutions

Headquarters

HQ city

Thun

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. System solutions: Integrated system solutions including weapons, optical devices, lasers, silencers and other accessories. Components are optimally coordinated to work together.
3. 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

Core 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.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Beretta Defense TechnologiescoreStrategic or Co-development PartnerBeretta 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) GmbHminorStrategic or Co-development PartnerDesignated 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

Broad 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

• LinkedInlinkedin.com/company/swissp-defence

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SwissP Defence