Swiss Business Federation challenges new Swissness trademark rules

The Swiss Business Federation (SGV) is challenging a recent decision by the Swiss Federal Institute of Intellectual Property (IGE) regarding the use of the Swiss cross on products manufactured abroad. The change, dubbed ‘Lex On’, allows companies to use the Swiss emblem on goods produced outside the country, provided the design originated in Switzerland. This follows a dispute involving the sportswear brand On, which produces much of its footwear in Asia.

The policy change has drawn significant criticism from small and medium-sized enterprises (SMEs) and the general public. According to surveys conducted by the SGV, nearly 90 percent of respondents believe the Swiss cross should remain reserved for domestic producers. Critics argue the move dilutes the ‘Swissness’ brand and could lead to a loss of consumer trust.

In response to the decision, Kybun-Joya Co-CEO Claudio Minder announced that his company will relocate part of its hiking shoe production from Switzerland to Italy. Minder described the decision as a ‘defeat’ and a reaction to the new regulations, noting that the company no longer feels compelled to follow rules that others may interpret to their advantage. The SGV plans to pursue political action, including motions in parliament, to restore exclusivity to domestic producers.