FeatureWhat makes a watch truly “Swiss Made” ?

Switzerland.

The land of delicious Swiss chocolates, picturesque Swiss Alps and the epicentre of horology. One look at a watch labelled “Swiss Made” and we automatically look at the same timepiece differently. The “Swiss” name does wonders to a watch’s reputation in the market. It symbolises a sign of expert craftsmanship and respect, instantly spawning a bond of trust between the customer and the brand, that could last a lifetime.

Adorning a Swiss made watch is like a badge of honour that reflects the wearer’s understanding of watches and his membership into the elite club of watch collectors and enthusiasts. Of all the timepieces manufactured in the world, it is given that Swiss made wrist watches are the most valued, respected and aspired ones. But why?

In this article, The Watch Guide is going to explore why this particular designation is revered around the world and what are the parameters that make a Swiss made watch the highest and most coveted authority on quality timepieces.

What is a Swiss Made Watch?

Recently, I have realised that there is an immense amount of confusion in understanding the intricate details of what makes a watch a “Swiss Made” marvel. Let me help you understand it better.

Firstly, it is the “only true reference” in the entire world of watchmaking that signifies a watch to be deemed unrivalled in quality, aesthetic appeal and technical innovation. It is the only indication of a high quality timepiece of value. A coveted marking – “Swiss Made”, found on the bottom part, mostly the 6 o’ clock position of the dial, is the official indicator and identifier of a perfect timepiece.

While the greatly valued marker is a sought-after attribute, Swiss Made watches are also the most easily counterfeited watches with cheap, fake replicas available at flea markets and shopping malls. Hence, it is also the most protected label of all time. The Federation of Swiss Watch Industry has set up stringent laws that protect the value of the label and govern the use of it, especially for watches below the quality bar.

What are the parameters/laws of a “Swiss-Made?”

For a watch to be legally labelled as a “Swiss Made”, there are a few laws and regulations, also called the “Ordonnance réglant l’utilisation du nom « Suisse » pour les montres” or Verordnung vom 23 Dezember 1971 über die Benützung des Schweizer Namens für Uhren (Ordinance regulating the use of the name “Swiss” on watches), imposed by the Federation of Swiss Watch Industry that need to be met. Despite the fact that the law has been amended several times since its inception, the regulations have remained very stringent and strict.

With an objective to ensure “long-term credibility and value”, “guarantee satisfaction on the part of the consumers” and to “clamp down more effectively on abuses”, the Federation of Swiss Watch Industry has set rules, which when met, could qualify a watch to be labelled as a Swiss watch.

A watch is considered to be Swiss if:

1. Its movement is Swiss
2. Its movement is cased up in Switzerland and
3. The manufacturer carries out the final inspection in Switzerland.

Now, a MOVEMENT is considered Swiss if:

1. It has been assembled in Switzerland
2. It has been inspected by the manufacturer in Switzerland, and
3. The components of Swiss manufacture make up for at least 60 percent of the value, without considering the cost for assembly.

Adopting a revision to increase the percentage from 50 to 60 has been made on the 21^st of June, 2013 and expected to be implemented from January 1, 2017. The increase in percentage ensures strengthening the ‘Swissness’ quotient of the watch, increasing customer trust and satisfaction.

Finding the “Swiss Made” Markings

The “Swiss Made” logo is clearly placed on the dial, usually found at the six o’ clock position. Using clear and capitalized letters, the logo is inculcated in a curved manner along the bottom half of the dial. The words are split in half between the 6 o’clock position.

However, I would like to stress here, the marking on the dial is not a fool-proof indication of the authenticity of the watch. These markings can be easily counterfeited with perfection and attention to detail. There is no way to recognise the original moniker unless you actually open up the watch and have it evaluated by a trained eye.

Decrease in popularity?

Despite repeated efforts by the Federation of the Swiss Watch Industry on maintaining the quality, exclusivity and luster of it all, the label is beginning to lose it grip on the world of watches. Many independent watchmakers have started manufacturing outside Switzerland and been successful. While genuine watch buyers would understand the value and significance of a labelled watch, however, it could very soon be eclipsed by other inherent features of the watch itself. That is what would matter, eventually!

If the watch offers innovative and interesting functions with a mid-level performance, a simple label of being “Swiss Made” could make little to no difference in the purchasing decision.

What does the future hold for Swiss Made watches then?

To be fair, while the above-mentioned argument has got some valid points, the “genuine watch buyer” mentioned above is a small part of the entire customer base and a bit rare. There is still a large part of the market that depends on labels like “Swiss Made” to help them decide on a particular watch while buying one. Looking at the bigger picture, the “Swiss Made” label is going to retain its value for a long time because the label definitely echoes a watch’s high quality and expert craftsmanship.

What are your thoughts on the future and importance of “Swiss Made” watches? What would you choose? Let us know in the comments section below!