Swiss Watch

Watches, clocks and alarm clocks manufactured in Switzerland bear the designation 'Swiss made', or its abbreviation 'Swiss' as well as the logo of the producer or distributor. This Swiss watch label ('place of origin' in legal terms) enjoys a solid reputation throughout the world, and globalisation of trade has done nothing to diminish its importance. On the contrary, the modern consumer is looking for a maximum of information when he or she goes shopping for a new Swiss watch.

In terms of what the label means for a consumer, 'Swiss made' embodies a Swiss watch concept of quality that has been forged over the years. It includes the technical quality of Swiss watches (accuracy, reliability, water-resistance and shock-resistance), as well as their aesthetic quality (elegance and originality of design). It covers both traditional manufacturing and new technologies (micro-electronics) of Swiss watches.

The Swiss are not the only watchmakers to manufacture high-quality timepieces and are consequently faced with strong competition. However, thanks to their unique infrastructure and to their know-how and spirit of innovation, they have succeeded in maintaining their leading position. The intrinsic value of the 'Swiss made' label, therefore, is the result of considerable efforts on the part of watch making companies, who are ultimately responsible for maintaining its reputation.

While prestigious brand names have thrived, they have never relegated the 'Swiss made' label of Swiss watches to a secondary position. The brand names and 'Swiss made' have always worked together in an alliance that provides the consumer with the best of guarantees.

It is hardly surprising that this asset whets the appetite of counterfeiters. 'Swiss made' has to be constantly protected on every market. Providing this protection for Swiss watches is one of the principal tasks of the FH, which conducts an ongoing battle through legal and administrative channels to thwart anyone abusing the 'Swiss' name.

Certain regions in Switzerland have their own 'place of origin' labels. One of the most renowned is 'Genève', which identifies top-quality timepieces made in the city and canton of Geneva. Like 'Swiss made', this label is very popular with counterfeiters and therefore benefits from continuous protection within the framework of the FH's anti-counterfeiting programme.

The Swiss watch industry is very active in safeguarding the integrity of 'Swiss made' and its other regional labels of quality. All precious metal Swiss watch cases must carry a mark that is called a 'responsibility mark'. Manufacturers who do not make watch cases themselves must nonetheless affix some traceable responsibility mark on the precious metal articles which they put into the stream of commerce. And by affixing a responsibility mark to a case, even one which the watch brand did not itself make, that watch brand becomes the guarantor of the accuracy of the metallurgical composition of the Swiss watch case.