Swissness is a key factor for swiss companies

The "made in Switzerland" brand is increasingly used. The new "Swissness" legislation, which comes into force in 2017, does not change the trend: 95% of industrial enterprises do not foresee any change in the value creation process, according to research of the University of Applied Sciences HTW Chur.

The institute contacted 1000 companies active in the field of machinery and metallurgy, especially small and medium enterprises (SMEs), receiving 326 responses. The data analysis shows that despite the tightening of the rules, the use of the label "Swiss made" as a marketing tool will increase by 7% next year.

According to the study, 46% of surveyed companies use the brand and continue to do so, 5% will abandon him, 37% do not use it and do not continue to use it and 12% do not use it but want to do so in the future.

SMEs operating internationally are the companies that make greater use of the Swiss brand: this factor allows for a 10% gain in price, according to industry estimates.

The Swiss cabinet approved the “Swissness legislation” on  September 2015. Industrial goods can claim to be made in Switzerland if at least 60% of the production costs are realised in the country.