Switzerland's 'Swissness' Law Under Fire as 'On' Shoe Brand Sparks Debate

Switzerland's industrial heartland is reeling from a recent amendment to the 'Swissness' law, which critics argue strikes at the core of the nation's manufacturing identity. The change, enacted in March, allows companies like the Zurich-based shoe brand 'On' to affix the Swiss cross and 'Swiss engineering' label to products manufactured in Asia. This move has ignited fierce opposition from economic and political circles, who view it as a betrayal of the 'Swiss made' standard.

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This is not a scratch on the Swiss flag, it is a stab wound to the heart of our industrial ecosystem.

The controversy centers on the powerful symbolism of the Swiss cross. For consumers worldwide, it signifies trust, quality, and precision. By allowing foreign-produced goods to bear this emblem, opponents argue, the integrity of the 'Swiss made' brand is diluted, potentially leading to 'Swiss bashing' and damaging the reputation painstakingly built by thousands of Swiss companies.

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The Swiss symbol is a powerful brand that instantly activates consumer confidence. By sowing doubt, the Zurich group can shatter everything, and 'Swiss bashing' looms.

The issue gained prominence when the Zurich-based company 'On,' a popular shoe brand listed on the New York Stock Exchange with significant revenue, began applying the Swiss cross to its Asian-made footwear. Instead of defending the national symbol, the Federal Institute of Intellectual Property (IPI) opted to "clarify" the law, a decision that has been met with widespread criticism. Many feel this move was made without adequate consultation and undermines a law that took nearly a decade to establish.

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The 'Lex On' creates a precedent for Switzerland's manufacturing activity, with the real risk of destabilizing a complex structure built by thousands of companies.

The debate now shifts to Bern, where federal councilors must decide on two motions related to the law. The challenge lies in balancing the interests of companies that manufacture entirely in Switzerland with the commercial ambitions of brands like 'On.' Opponents are pushing for a return to the previous legal framework, though they acknowledge this may not fully resolve the 'On' case. The situation highlights a complex dilemma: how to uphold national branding while accommodating a successful local company with global reach.

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It was enough for an elephant to enter the room for our authorities to change it, stealthily, without any consultation.