11/08/2026
🇨🇭 What makes a product truly “Swiss” today?
The meaning of “Swissness” may be entering a new phase.
A recent decision by the Swiss Federal Institute of Intellectual Property (IPI) concerning the use of the Swiss Cross by the footwear brand On has brought renewed attention to the role of Swiss innovation, design and engineering when manufacturing takes place abroad.
While the underlying legal framework remains unchanged, the development raises an important question: can a product’s Swiss identity increasingly lie in where it is conceived, rather than only where it is made?
The IPI and the competent authorities are still working on guidance for these new scenarios, meaning further clarification is expected on how these principles will apply in practice.
For brands, one thing is already clear: the distinction between Swiss design, Swiss innovation and Swiss production—and how these are communicated to consumers—is becoming increasingly important.
From the factory floor to intellectual DNA, the concept of “Swissness” is evolving.