A Swiss Watch is manufactured in Switzerland & bears the designation "Swiss made" (or its abbreviation "Swiss") as well as the logo of the producer or distributor. This label ("place of origin" in legal terms) enjoys a solid reputation throughout the world. And globalization 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 timepiece.
What lies behind this reputation?
What does a label like this mean for the consumer when it comes to a fine watch?
A Swiss Watch, being "Swiss made", embodies a 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).
The Swiss Watches are not the only watch makers 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 of watches, 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 Watch" label to a secondary place. 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 Swiss Watches wet the appetite of counterfeiters. "Swiss made" has to be constantly protected on every market. Providing this protection is one of the principal tasks of the FH which conducts an on-going battle through legal and administrative channels to thwart anyone abusing the Swiss Watch genre. The weapons used in this battle are the laws of each of the countries concerned, backed by international agreements (bi-lateral treaties signed by Switzerland with several European countries and multi-lateral conventions drawn up by the World Intellectual Property Organization and by the World Trade Organization - TRIPS agreement -).
Recognizing that it must set the example, Switzerland has already reinforced the legal instruments at its disposal. The new law on "the protection of brand names and place of origin", passed on 28 August 1992, introduced more severe punishments. The Swiss customs authorities, for their part, keep a vigilant eye on all imports, exports and merchandise in transit, especially Swiss Watches.
Moreover, a law "regulating the use of the name 'Swiss' for watches" sets out the minimum conditions that have to be fulfilled before a watch merits the "Swiss Watch" or "Swiss Made" label for wrist watches and other products.
