Made in Switzerland: what changes for Swiss products

Context

In brief

• New rules for the Swiss Made brand
• 60% of production costs must be in Switzerland
• Up to 50% added value for luxury goods

Key facts

• What: Amendment to the rules for using the Swiss Made brand
• When: Clarification of practice announced at the end of March 2026
• Where: Switzerland
• Who: Federal Institute of Intellectual Property
• Amount: 7 billion Swiss francs

Switzerland has always had strict rules on which products can boast the Swiss cross. However, recently, the On shoe manufacturer managed to obtain a relaxation of the rules. The Federal Institute of Intellectual Property announced at the end of March a 'clarification of practice' that modifies the effects of the use of the Swiss origin indication. This change now also allows products whose manufacture takes place largely abroad to 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, communicates the Intellectual Property Institute. Customers are more willing to pay a higher price for products bearing the Swiss cross; the 'Swiss Made' brand is synonymous with quality, precision, and reliability.

Value of the Swiss Made brand

The effect of 'Made in Switzerland' is also reflected in the index of the value of 'Made in' brands on an international scale, last determined in 2017 through a global online survey. According to the Swiss Intellectual Property Institute, the added value can reach up to 20% of the selling price for natural agricultural products and typical Swiss products, and up to 50% for luxury goods. Studies by the University of St. Gallen estimate the average value increase obtained thanks to the 'Swiss Made' brand at around 40%.

Rules to obtain the Swiss Made brand

To obtain the 'Swiss Made' brand, at least 60% of the production costs of industrial goods must be incurred in Switzerland. For watches, there is special regulation: the movement must be produced in Switzerland to at least 60%, and development and the 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. An exception applies to chocolate, as hazelnuts and cocoa are not available in sufficient quantities or are not available at all in Switzerland. In compensation, the recipe and production must be Swiss.

The law on 'Swissness' has been in force since 2017. At the time, it was intended to better protect the 'Switzerland' brand from parasitism. The law is as sharp as a Swiss army knife and has also had illustrious victims. Toblerone chocolate had to give up the Matterhorn on the packaging after production was moved to Slovakia. The Ricola herbal candy had to adapt its recipes to keep the Swiss cross. Intentional violation of the law is punishable by imprisonment of up to five years.

Recent changes

Now for 'Swiss Made' the following applies: if the product is based on Swiss research or development, the Swiss cross can be used even if the products were manufactured abroad. In these cases, the Swiss cross must be integrated into the wording 'Swiss Engineering'.

Operational details

Implications for Consumers and Businesses

The new rules for the use of the Swiss Made brand have significant implications for both consumers and businesses. For consumers, the Swiss Made brand continues to represent a symbol of quality and reliability. However, with the relaxation of the rules, it is important to be aware that some products may not be entirely manufactured in Switzerland, but still use the Swiss cross.

For businesses, the new rules offer greater opportunities to use the Swiss Made brand, but also greater responsibility. Companies must ensure that products meet the criteria established to obtain the brand. This may mean increased production costs in Switzerland or greater attention to the quality and origin of raw materials.

Comparison with the Previous Situation

Before the changes, the rules for using the Swiss Made brand were very strict. Only products entirely manufactured in Switzerland could boast the Swiss cross. This meant that many Swiss companies had to incur high costs to maintain production in Switzerland, even if part of the production process could have been cheaper abroad.

With the new rules, companies have greater flexibility. They can use the Swiss Made brand even if part of the production takes place abroad, provided that the product is based on Swiss research or development. This can reduce production costs and make products more competitive in the international market.

Future Scenarios

With the relaxation of the rules, it is possible that more and more Swiss companies will decide to use the Swiss Made brand. This could increase competition between Swiss companies and foreign companies producing in Switzerland. Additionally, it could increase demand for Swiss products, both nationally and internationally.

However, it is also possible that consumers will become more skeptical about the Swiss Made brand, especially if they discover that some products are not entirely manufactured in Switzerland. This could lead to a greater demand for transparency from companies regarding the origin of their products.

Conclusion

The new rules for the use of the Swiss Made brand represent a significant change for the Swiss market. They offer greater opportunities for companies, but also greater responsibility. For consumers, the Swiss Made brand continues to represent a symbol of quality and reliability, but it is important to be aware of the new rules and the implications they have on the origin of products.

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Key points

What to do if you are a consumer

If you are a consumer and want to ensure that the products you purchase are actually made in Switzerland, there are a few things you can do. First of all, read the product labels carefully. If a product carries the Swiss Made label, it should clearly indicate the percentage of Swiss production.

Additionally, you can research online to learn more about the origin of the products. Many companies provide detailed information about their production practices and the origin of raw materials. If you have doubts, do not hesitate to contact the company to ask for more information.

What to do if you are a company

If you are a company and want to use the Swiss Made label, it is important to ensure that you meet the established criteria. This means that at least 60% of the production costs must be incurred in Switzerland for industrial goods, and 80% of the weight of the raw materials must come from Switzerland for food products.

If your product is based on Swiss research or development, you can use the Swiss cross even if part of the production takes place abroad. However, it is important to be transparent about the origin of the product and provide clear information to consumers.

Useful tools

If you want to know more about the new rules for the use of the Swiss Made label, you can consult the website of the Federal Institute of Intellectual Property. Additionally, you can use our calculator to determine if your product meets the criteria to obtain the Swiss Made label.

Calculate your product

Source: tvsvizzera.it