THE “SWISS MADE” LABEL

Origin and History

The origins of the “Swiss Made” label date back to the late 19th century, a period marked by growing international competition in the watchmaking industry. Swiss manufacturers, already renowned for their innovation and technical expertise, sought to protect and differentiate their products from lower-quality imitations. By establishing “Swiss Made” as a standard, they not only preserved their reputation but also strengthened Switzerland’s status as a leader in precision Time measurement.

The term was legally protected in the 1970s by Swiss legislation, ensuring that only watches meeting specific criteria could bear this coveted label. Over Time, it has become a symbol of trust, influencing consumer perception and embedding the label at the heart of Swiss national identity.

Today, the definition of the “Swiss Made” label is governed by the 1971 law that regulates the use of the term “Swiss” for watches.

Objectives

The “Swiss Made” label pursues several fundamental objectives:

1. Guaranteeing quality: It assures consumers that the watch meets strict standards in terms of craftsmanship, reliability, and performance.
2. Protecting the Swiss watchmaking heritage: The label preserves the tradition, expertise, and integrity of Swiss watchmaking.
3. Strengthening market competitiveness: By providing a clear and regulated designation, the “Swiss Made” label consolidates the global position of Swiss watches in a highly competitive industry.
4. Fostering consumer trust: It inspires trust by embodying excellence, authenticity, and durability.

Specific Requirements

The “Swiss Made” designation is governed by precise legal regulations defined in the “Ordinance on the Use of the Swiss Name for Watches” (Swissness criteria). These requirements guarantee the integrity and authenticity of the label:

Technical Assembly:

• The watch must be assembled in Switzerland.
• The final inspection must also take place in Switzerland.

Movement:

• At least 60% of the value of the watch’s movement must come from Swiss manufacturing.
• The movement itself must be Swiss, in accordance with detailed technical criteria defining Swiss components and assembly.

Overall Value:

• At least 60% of the total production cost of the watch must be incurred in Switzerland, with at least 50% of the value of all components of Swiss origin, excluding the cost of Assembly. This includes research, development, and manufacturing.

Marking:

• Watches bearing the “Swiss Made” label must comply with strict marking and certification guidelines to avoid any misuse or misrepresentation.