Since March, the Swiss cross has also been allowed to appear on products manufactured entirely abroad, provided their design or research originated in Switzerland. However, the break with tradition has been met with little enthusiasm from businesses or the public.
The new rules are already influencing business decisions. As Nau reports, footwear manufacturer Kybun is moving part of its production to Italy, affecting around 40 jobs. Managing director Claudio Minder said the company did not want to “go down as a model student”, while other firms are already taking advantage of the revised Swissness rules.
The changes are proving unpopular. According to a new survey, almost 90% of respondents oppose the new regulations, fearing they will dilute the value of the Swiss brand. Many believe the white cross on a red background should remain reserved for products with genuine Swiss manufacturing.
The Swiss Trade Association warns the changes could trigger a dangerous domino effect, putting additional pressure on Swiss small and medium-sized enterprises (SMEs). If products made entirely abroad can carry the Swiss cross, domestic manufacturing risks losing one of its strongest competitive advantages.
Translated from German, sub-edited by Alexandra MV Andrist/sb