The famous brand strategy is the magic weapon for Swiss watches. Each Swiss watch brand has stable quality, reliable performance and unique characteristics. Those internationally renowned brands have not given up on the "Swiss Made" logo. Famous brands and the "Swiss Made" logo support each other, providing consumers with the best quality assurance.

In the Swiss watch industry, in addition to the brand, the place of production of the watch manufacturer has also become an important symbol: either "Swiss Made" is marked on the watch, or more accurately the geographical location The location is described as Geneva. The brand name attracts the attention of buyers, and indicating the country of origin is more convincing and prevents manufacturers from other countries from copying products.

Swiss watches are one of the most counterfeited products in the world, which is of course the price of success. There are many ways to piracy, including stealing brands, stealing watches, stealing quality certification marks on metals, stealing the words "Swiss Made" or country of origin, and even stealing some technical words such as precision clocks. Counterfeit products cause serious damage to the Swiss watch industry, not only reducing its revenue but also adversely affecting the entire brand. Not surprisingly, the Swiss watch industry as a whole makes great efforts to combat these practices in order to protect the value of its products and consumer confidence.

Protecting the "Swiss Made" mark and fighting counterfeiters is one of the main tasks of the Swiss Watch Association. This struggle needs to be implemented using the laws and international agreements of various countries, including bilateral agreements reached between Switzerland and several European countries, and the multilateral agreement-TRIP Agreement formulated by the World Intellectual Property Organization and the World Trade Organization. The Swiss legislative body has set an example and exercised its protection responsibilities through legal weapons. The newly enacted "Trademarks and Indications of Origin Protection Law" on August 28, 1992 strengthened civil and criminal penalties. Swiss Customs implements stricter supervision on import, export and re-export goods.

How to determine "Swiss Made" is a very interesting and controversial topic. A watch made in Switzerland has the designation "Swiss Made" or "Swiss made" (or its abbreviation "Swiss" or "Swiss"), which is more than just a trademark indicating the nationality of the manufacturer or seller. This label (in legal terms, "mark of origin") enjoys a high reputation around the world. For decades, "Swiss Made" has established a high-quality image in people's minds. It not only represents credible technical quality (accurate, reliable, waterproof, heat-resistant), but also is synonymous with beauty (elegant and novel design). It is the crystallization of traditional craftsmanship and modern technology.

Relevant Swiss laws and regulations provide a relatively detailed analysis of "Made in Switzerland". In the "Regulations on the Use of the 'Swiss' Logo on Watches", the requirements that must be met to use "Swiss Made" watches are specified in detail. The basic principle of this regulation is: judging the quality of a Swiss watch depends on how many processes it has. Completed in Switzerland. Even if some foreign components are sometimes used, 50% of the movement and overall assembly of the watch, as well as the final inspection of the movement and finished watch, must be completed in Switzerland. The ratio above.

Conditions of use:

According to Article 1 of the Swiss "Regulations on the Use of the 'Swiss' Logo for Watches, it can only be used on the outside if the following three conditions are met." "Swiss made", "Swiss" or other expressions containing the word "Swiss", that is: the movement is made in Switzerland; the assembly is completed in Switzerland; the final inspection by the manufacturer is completed in Switzerland.

Swiss movement:

According to Article 2 of the "Regulations on the Use of the 'Swiss' Logo for Watches", the definition of a Swiss movement is: the movement assembly is completed in Switzerland; The final inspection is completed in Switzerland; in addition to the assembly price, the price of the Swiss original parts in the movement accounts for at least 50% of the total original price.

If the movement is made in Switzerland and the entire watch is not assembled in Switzerland, the "Swiss" logo can only appear on one component of the movement. Only the words "Swiss movement" (mouvement suisse or Swiss movement) are allowed to be used on the appearance of the watch.

Article 3 of the "Regulations on the Use of the 'Swiss' Logo in Watches" stipulates that the word "movement" must be spelled out completely instead of using an abbreviation, and must use the same font, size and color as the previous word "Swiss".

Scope of use of the "Swiss" logo:

According to Article 5 of the "Regulations on the Use of the 'Swiss' Logo in Watches", the "Swiss" logo has this A brand with a logo can also use the logo on sales, promotions, publicity, advertising, brochures, invoices and business correspondence.

Watch strap

Only if the watch and strap are made in Switzerland can the strap be marked "Swiss Made". Only watch straps whose main processes are completed in Switzerland and achieve more than 50% of their value are considered Swiss-made. If a Swiss-made watch strap is used on a non-Swiss watch, the watch strap can only be clearly marked as Swiss-made, for example: "Swiss watch strap" (bracelet Swiss).

Watch box

The conditions for use of the "Swiss case" logo on the watch box are: the main process is completed in Switzerland; the assembly and inspection are completed in Switzerland; At least 50% of the production value is produced in Switzerland. If the box is marked "Swiss watch box" but contains a non-Swiss watch, the movement or the origin mark of the entire watch must be affixed to the outer shell of the watch.

The "Swiss Quartz" logo

This logo is often used by foreign manufacturers on surfaces to indicate that the movement used is Swiss-made. According to the "Regulations on the Use of the 'Swiss' Logo on Watches", only Swiss-origin watches have the right to use this logo.

“Swiss parts” mark

This mark can be used when the original parts used in the watch movement are made in Switzerland and the assembly is completed abroad. But it can only appear on the movement and cannot be used on the outside of the watch under any circumstances.

In protecting this mark of origin, the main roles played by the Swiss Watch Association are: 1. To explain the scope of use of this mark in accordance with the authorization of the Federal Parliament; 2. To intervene and stop infringement of use , to protect the reputation and quality image of the "Swiss Made" mark.