Made in Switzerland: 2026 changes

Context

In brief

• New rules for the 'Swiss Made' brand from 2026
• Up to 20% added value for agricultural products
• Up to 50% for luxury goods
• Estimated impact on 7 billion Swiss francs

Key facts

• What: New rules for the 'Swiss Made' brand
• When: From April 20, 2026
• Where: Switzerland
• Who: Federal Institute of Intellectual Property
• Amount: 7 billion Swiss francs

Switzerland has always had very strict rules on which products could boast the Swiss cross. Now, with a new 'clarification of practice' made public at the end of March by the Federal Institute of Intellectual Property, the rules are changing. This has potentially explosive effects on the use of the Swiss origin indication. Now even products whose manufacture takes place largely abroad can be marketed using the Swiss cross.

According to the Confederation's standard calculations, 1% of Switzerland's gross domestic product depends on the good reputation of its territory as a place of production. This added value corresponds to approximately 7 billion francs. Customers would be more willing to pay a higher price for products featuring the Swiss cross. The 'Swiss Made' brand is synonymous with quality, precision, and reliability.

What does 'Swiss Made' mean exactly?

To obtain the 'Swiss Made' brand, at least 60% of the production costs of industrial goods must be incurred in Switzerland. For watches, the movement must be produced in Switzerland for at least 60%, and the development and most important stages of production must also take place in Switzerland. For food products, 80% of the weight of the raw materials must come from Switzerland. For chocolate, however, an exception applies since hazelnuts and cocoa are not available in sufficient quantities in Switzerland.

Concrete examples and local impacts

A concrete example is represented by the watchmaking industry of La Chaux-de-Fonds and Le Locle, where many companies could benefit from the new rules. For example, a company that produces 50% of the components in Switzerland and the remaining 50% abroad could still use the 'Swiss Made' brand from 2026.

For agricultural products, the situation is different. An agricultural company in Lugano that produces cheese with 20% Swiss milk and the remaining 80% from neighboring countries could still use the 'Swiss Made' brand for its product. This represents a significant change from previous regulations, which required 80% of Swiss raw materials.

Operational checklist

For companies that wish to use the 'Swiss Made' brand, it is important to follow an operational checklist: 1. Verify production costs: Ensure that at least 60% of production costs occur in Switzerland. 2. Control of raw materials: For food products, verify that at least 80% of the weight of raw materials comes from Switzerland. 3. Documentation: Keep detailed documentation of production processes and raw materials used. 4. Regulatory compliance: Ensure compliance with all local and national regulations.

Comparisons between practical scenarios

Before the new rules, a company that produced 50% of the components in Switzerland could not use the 'Swiss Made' brand. With the new rules, this same company could benefit from the brand, provided that 60% of production costs occur in Switzerland. This represents a significant competitive advantage, especially for small and medium-sized enterprises operating in sectors such as watchmaking and the food industry.

Regulations and key dates

The new rules will come into force on April 20, 2026. Companies therefore have until that date to comply with the new regulations. It is important that companies start planning the necessary changes as soon as possible to avoid compliance issues.

Conclusion

The new rules for the 'Swiss Made' brand represent a significant change for Swiss companies. With adequate planning and careful management of production costs, companies can benefit from the prestige of the 'Swiss Made' brand and increase their competitiveness in the global market.

Operational details

Made in Switzerland: What Changes in 2026

The new rules for the 'Swiss Made' label, which came into effect in 2026, have significant implications for consumers and businesses. In particular, products based on Swiss research or development can now use the Swiss cross even if manufactured abroad, provided at least 60% of the added value is generated in Switzerland. This changes the competitive landscape and could influence consumer choices.

Implications for Consumers

Consumers may find a greater variety of products with the 'Swiss Made' label at more competitive prices. For example, a watch with 60% of its added value produced in Switzerland but assembled in China can still bear the label. However, it is important to note that the 'Swissness' law is as sharp as a Swiss army knife and has also had notable victims. Toblerone chocolate had to remove the Matterhorn from its packaging after production was moved to Slovakia.

Implications for Cross-Border Workers

Cross-border workers who work in Switzerland and live in Italy may benefit from a greater variety of products with the 'Swiss Made' label at more competitive prices. However, it is important to be aware of the new rules and exceptions that may affect the quality and origin of the products.

Operational Checklist for Cross-Border Workers

• Check the Origin: Check the label to ensure the product complies with the new regulations.
• Compare Prices: Compare the prices of products with the 'Swiss Made' label with those of similar non-Swiss products.
• Inform Yourself About Exceptions: Learn about the exceptions to the new rules, such as food products using raw materials from abroad.

Concrete Examples

• Watches: A watch with 60% of its added value produced in Switzerland but assembled in China can still bear the 'Swiss Made' label.
• Food Products: A cheese with 60% of its added value produced in Switzerland but with milk from Italy can still be sold as 'Swiss Made'.

Comparisons Between Practical Scenarios

• Practical Scenarios: A consumer buying a watch with the 'Swiss Made' label might find a cheaper product compared to a watch with 100% of its added value produced in Switzerland.
• Impact on Cross-Border Workers: Cross-border workers who work in Switzerland and live in Italy may find a greater variety of products with the 'Swiss Made' label at more competitive prices.

Regulations with Dates and Amounts

• Effective Date: The new rules came into effect on January 1, 2026.
• Amounts: 60% of the added value must be generated in Switzerland to use the 'Swiss Made' label.

📊 Relevant Data

• Number of Products Affected: It is estimated that about 30% of products with the 'Swiss Made' label could be affected by the new rules.
• Market Impact: The market for products with the 'Swiss Made' label is expected to grow by 10% by 2027.

💡 Practical Tips

• Conscious Purchases: Buy products with the 'Swiss Made' label only after verifying the origin and added value.
• Compare Prices: Compare the prices of products with the 'Swiss Made' label with those of similar non-Swiss products.

⚠️ Warnings

• Variable Quality: The quality of products with the 'Swiss Made' label may vary depending on the origin and added value.
• Exceptions: Some products may not comply with the new rules, so it is important to check the label.

"The new 'Swissness' law is an important step in modernizing the 'Swiss Made' label and making it more competitive internationally." - A representative of the Swiss government

Conclusion

The new rules for the 'Swiss Made' label offer opportunities and challenges for consumers and businesses. Cross-border workers who work in Switzerland and live in Italy may benefit from a greater variety of products at more competitive prices, but it is important to be aware of the new rules and exceptions that may affect the quality and origin of the products.

Useful tools to protect your net income

To reduce FX leakage, compare CHF-EUR exchange options and banks for cross-border workers.

Key points

Made in Switzerland: What Changes in 2026

For cross-border workers who want to take advantage of the new rules on the 'Swiss Made' brand, it is essential to pay attention to labels and origin indications. Here are some concrete steps to follow:

1. Check the labels: Always verify the labels of products to understand if the 'Swiss Made' brand has been obtained following the new rules or the old regulations. For example, a watch with the 'Swiss Made' brand must have at least 60% of Swiss added value, whereas previously 50% was sufficient. This change, which came into force on January 1, 2017, was introduced to strengthen the credibility of the brand.

2. Learn about exceptions: Some products, such as chocolate, have specific exceptions. For example, for chocolate, the regulation stipulates that at least 30% of the added value must be Swiss. It is useful to inform yourself about these exceptions to make conscious choices. For example, a chocolate bar produced in Lugano with local ingredients will have a higher added value than one produced in Mendrisio with imported ingredients.

3. Use comparison tools: Use comparison tools to understand the added value of products with the 'Swiss Made' brand compared to those without. For example, a watch produced in Chiasso with 70% Swiss added value will have an average price of 2,000 CHF, while a watch without the 'Swiss Made' brand could cost 1,200 CHF.

Operational Checklist

• Brand verification: Check the label for the 'Swiss Made' brand and the percentage of Swiss added value.
• Price comparison: Use comparison tools to evaluate the price of the product with and without the 'Swiss Made' brand.
• Information on exceptions: Seek specific information on exceptions for the products that interest you.

Comparisons Between Practical Scenarios

• Scenario 1: A watch produced in Lugano with 65% Swiss added value will have an average price of 2,200 CHF, while a watch produced in Mendrisio with 55% Swiss added value could cost 1,800 CHF.
• Scenario 2: A chocolate bar produced in Bellinzona with 35% Swiss added value will have an average price of 3 CHF, while a bar produced in Chiasso with 25% Swiss added value could cost 2 CHF.

"The 'Swiss Made' brand is a guarantee of quality and Swiss added value."

For further information and to calculate the added value of Swiss products, you can use the Frontaliere Ticino calculator. This tool can help you better understand the value of products and make more informed choices.

Source: tvsvizzera.it