Controversy over the use of the Swiss flag on On shoes
On has obtained permission to use the Swiss flag on its shoes, which are produced abroad, sparking controversy in the Swiss business world.
Contesto
In brief - On obtains permission for Swiss flag on shoes produced abroad - Federal Institute of Intellectual Property eases rules - Criticism from competitors and entrepreneurs ## Key facts - What: Permission to use the Swiss flag on shoes produced abroad - When: Decision made on March 26, 2026 - Where: Switzerland - Who: Federal Institute of Intellectual Property (IPI) - Amount: Not specified The company On, a producer of running shoes, has obtained permission to use the Swiss flag on its footwear, even though these are entirely manufactured abroad. This decision, made by the Federal Institute of Intellectual Property (IPI), has sparked strong controversy in the Swiss business world. The IPI justifies the choice with the need to maintain development and research activities in Switzerland, but many competitors fear a loss of credibility for Swiss brands. ### Eased rules Until recently, to use the 'Swiss made', 60% of production costs had to be generated in Switzerland, including an essential part of manufacturing. After lengthy discussions with On, the IPI has made this rule more flexible, allowing the company to use the Swiss cross between the words 'Swiss' and 'engineering', thus recognizing that development and design take place in Switzerland. ### Competitors' protests Immediate was the reaction of various competitors, including Roberto Martullo, owner of Küzli SwissSchuh, which produces footwear in Portugal and Albania. Martullo argues that the red cross should remain a reward for those who export after producing in Switzerland, where costs and wages are higher. On, on the other hand, believes that easing the rules strengthens innovation and the competitiveness of Swiss companies in the global market. ### The economic context The legal expert of the Institute,...
Dettagli operativi
Analysis of the implications The decision to allow On to use the Swiss flag on its shoes produced abroad raises several issues and concerns in the Swiss business world. On the one hand, there are those who see this choice as an opportunity to strengthen the innovation and competitiveness of Swiss companies in the global market. On the other hand, there are fears of a loss of credibility for Swiss brands and the consequences for the reputation of the Swiss industry. ### Impact on competitiveness On argues that relaxing the rules strengthens innovation and competitiveness of Swiss companies. This could be particularly true in an increasingly competitive global economic context, where companies need to find ways to reduce costs and maintain their market position. However, competitors fear that this decision could create an unfair advantage for companies that produce abroad, putting at risk companies that continue to produce in Switzerland. ### Concerns about reputation The Swiss watchmaking federation has expressed concerns about the loss of credibility of the Swiss brand. The reputation of Swiss products has always been linked to their quality and high technical and craftsmanship capabilities. If this reputation were to be put at risk, it could have negative consequences for the entire Swiss industry, including jobs. ### Political reactions The issue has also ended up on the political radar, with a deputy promising to discuss it in Parliament. This indicates that the decision could have wider implications and that a more in-depth debate may be needed to find a balance between the need to maintain competitiveness and the protection of the reputation of Swiss brands. ### The role of the IPI The Federal Institute of Intellectual Property has justified its decision with t...
Punti chiave
What to do now The IPI's decision to allow On to use the Swiss flag on its shoes produced abroad has sparked many controversies and concerns. For cross-border workers and entrepreneurs operating in Ticino, it is important to understand how this decision could influence the market and job opportunities. ### Monitor market reactions It is important to monitor market reactions and any potential consequences of the IPI's decision. This could include increased competitiveness of Swiss companies in the global market, but also a possible loss of credibility for Swiss brands. Cross-border workers and entrepreneurs should be ready to adapt to any changes in the job market and business opportunities. ### Participate in the political debate The issue has also caught the attention of politicians, with a deputy promising to discuss it in Parliament. Cross-border workers and entrepreneurs might want to participate in this debate, expressing their concerns and suggesting solutions to balance the need for competitiveness with the protection of Swiss brand reputation. ### Evaluate business opportunities Despite the concerns, the IPI's decision could also create new business opportunities for Swiss companies. Companies producing abroad might find it easier to use the Swiss brand, which could open new export and growth opportunities. Cross-border workers and entrepreneurs should evaluate these opportunities and consider how they could benefit from the decision. ### Use available tools To better understand the implications of the IPI's decision, cross-border workers and entrepreneurs can use the tools available on the Frontaliere Ticino website. These tools can help calculate salaries, compare living costs, and understand tax regulations, providing a clearer picture of opportunities an...
Punti chiave
[{"q":"Why did the Federal Institute of Intellectual Property decide to relax the rules on the use of the Swiss flag?","a":"The IPI decided to relax the rules to keep development and research activities in Switzerland, recognizing that these activities occur in Switzerland even if production is abroad. This was done to strengthen innovation and the competitiveness of Swiss companies in the global market."},{"q":"What are the main concerns of competitors?","a":"Competitors fear a loss of credibility for Swiss brands and an unfair advantage for companies that produce abroad. Additionally, there are concerns about the consequences for the reputation of the Swiss industry and job security."},{"q":"What can cross-border workers and entrepreneurs do to adapt to this decision?","a":"Cross-border workers and entrepreneurs can monitor market reactions, participate in political debate, evaluate new business opportunities, and use the tools available on the Frontaliere Ticino website to better understand the implications of the decision."}]
Frequently Asked Questions
- Why did the Federal Institute of Intellectual Property decide to relax the rules on the use of the Swiss flag?
- The IPI decided to relax the rules to keep development and research activities in Switzerland, recognizing that these activities occur in Switzerland even if production is abroad. This was done to strengthen innovation and the competitiveness of Swiss companies in the global market.
- What are the main concerns of competitors?
- Competitors fear a loss of credibility for Swiss brands and an unfair advantage for companies that produce abroad. Additionally, there are concerns about the consequences for the reputation of the Swiss industry and job security.
- What can cross-border workers and entrepreneurs do to adapt to this decision?
- Cross-border workers and entrepreneurs can monitor market reactions, participate in political debate, evaluate new business opportunities, and use the tools available on the Frontaliere Ticino website to better understand the implications of the decision.