News: 'Swiss Made' to be changed
From January 1st, 2017, any watch with the ‘Swiss Made’ label must source 60% of its components from Switzerland. Upped from the previous figure of 50%, this change marks a step forward in the ongoing battle to protect the value of ‘Swissness’. With some watchmakers fulfilling only the minimum requirements of the legislation to brand their products with the illustrious label, the tightening of the rules is a clear message that ‘Swiss Made’ should mean exactly that.
But these changes haven’t appeased everyone. Edouard Meylan, CEO of H. Moser & Cie., said, ‘With over 95% of our components produced in Switzerland, we far exceed the requirements of the “Swiss Made” standard, and yet the same label on our dials is used by those brands barely complying’.
In protest, Meylan will no longer be using the ‘Swiss Made’ label on his watches. He believes that standards should be far higher, that the upcoming requirement of 60% still devalues the authority that ‘Swiss Made’ carries.
Whether the Swiss will continue to increase that percentage over the next few years as a stepped measure to gently force manufacturers to comply remains to be seen; whatever happens, there are sure to be ripples throughout the industry.
