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December 1999

Timepieces: Data & Statistics

Make 'Swiss' Clear to Customers

If "Swiss" or "Swiss Made" is on the watch you're selling, here's what to tell your customer

Through advertising, word of mouth or personal experience, many consumers consider Swiss watches to be the epitome of quality and ask for them specifically. For this reason, you should be clear on what watches may and may not be called Swiss.

The Federation of the Swiss Watch Industry says that by law, the designation "Swiss Made," "Swiss" or any other expression containing the word "Swiss" may be visible on the outside of the watch only if:

  • The movement is assembled in Switzerland.
  • The watch assembly (fitting the movement with the
    dial, hands and various parts of the case) is done in Switzerland.
  • The final testing of the movement is conducted in Switzerland.
  • At least 50% of the components are manufactured in Switzerland.

The Federation of the Swiss Watch Industry, Rochelle Park, NJ; (201) 291-8811,

by Michael Thompson

Copyright © 1999 by Bond Communications.


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