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 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 ?

"Swiss made" embodies a concept of quality that has been forged over the years. It includes the technical quality of 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 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 watchmaking companies, who are ultimately responsible for maintaining its reputation.

While prestigious brand names have thrived, they have never relegated the "Swiss made" 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.

Only when it is Swiss, may a watch carry the indications "Swiss made" or "Swiss", or any other expression containing the word "Swiss" or its translation, on the outside. According to Section 1a OSM, a watch is considered to be Swiss if:

* its movement is Swiss
* its movement is cased up in Switzerland
* and the manufacturer carries out the final inspection in Switzerland