A recent adjustment to Swissness regulations, permitting products developed in Switzerland to be manufactured overseas while still bearing the Swiss cross, is causing significant friction within the country’s manufacturing sector. The change directly impacts shoe brand On, which has faced scrutiny over its production practices.

What Changed?

The Swiss Federal Institute of Intellectual Property (IGE) has revised its interpretation of Swissness rules, now allowing the use of the Swiss cross on products developed in Switzerland, even if they are produced abroad. This decision has ignited a debate about the meaning of “Swiss Made” and its implications for domestic manufacturers.

The Controversy

While On welcomed the decision, other Swiss shoe manufacturers have voiced strong opposition. Claudio Minder, Co-CEO of the kybun Joya Group, expressed concern that the change disadvantages companies like his that maintain full production within Switzerland.

“To be honest: This affects us.”

Claudio Minder, Co-CEO of kybun Joya Group

Minder emphasized that his company produces its shoes in Switzerland, adhering to Swiss guidelines and costs. He believes the new practice dilutes the value of the Swiss cross and undermines the commitment to local craftsmanship.

Legal Challenges Loom

Roberto Martullo, owner of Künzli Swissschuh AG, is also challenging the decision and is exploring legal options. He stated that the IGE is giving in to the great pressure from On.

Martullo warned that the new regulation could allow companies with no connection to Switzerland to exploit the Swiss cross for marketing purposes, ultimately harming Switzerland’s reputation and impacting local businesses.

“With this new regulation, many other industries will also be affected. It is simply a real consumer scam.”

Roberto Martullo, Owner of Künzli Swissschuh AG

On’s Position

The company, which has a partnership with Roger Federer, has not publicly commented on the controversy beyond welcoming the IGE’s decision.

FAQ

• What is the core of the controversy? The debate centers on whether products manufactured outside of Switzerland can legitimately use the Swiss cross, a symbol traditionally associated with Swiss quality and origin.
• Who is opposing the rule change? Several Swiss shoe manufacturers, including kybun Joya Group and Künzli Swissschuh AG, are strongly opposed to the decision.
• What are the potential consequences? Opponents fear the dilution of the “Swiss Made” label and potential harm to domestic businesses.