The CX packs are made of the same material as their luggage, so they are promoting the toughness of their bags. It's a very stylish amenity bag for a man actually.
Actually the CX kit is made of a much lighter material than the one used for the Victorinox luggage. But I agree, it is quite nice.
Victorinox sells a kit almost exactly the same size as the one they use for CX, but with better (tougher) material.