Conceito de Swiss Made será reforçado?

A 15 de Março, o Parlamento suíço debaterá uma proposta de "Swissness", tendente a proteger o conceito Swiss Made, um dos mais valiosos do mundo em termos de percepção do consumidor final. A indústria relojoeira tem sido uma das que mais tem lutado pela protecção do Swiss Made, sabendo-se que, actualmente, ele está bastante abastardado - é necessário apenas uma incorporação de 20 por cento de peças suíças no valor final de um relógio para que ele possa ostentar etiqueta tão prestigiosa. Pretende-se que as novas regras aumentem para 60 por cento a incorporação suíça, em termos industriais, incluindo na relojoaria.

Lido no site da Fédératrion de l'Industrie Horlogère Suisse FH:

Swiss products enjoy an excellent reputation both at home and abroad. But in parallel with their success, unauthorized use of the Swiss brand is a growing trend. On 15 March 2012, Parliament will be debating the «Swissness» proposal by which the Swiss made designation is to be protected against dilution and the consumer against deception. The Swiss watch industry regards the adoption of this proposal as vitally important.

A strong Swiss brand is an important key to the success of Switzerland as a centre for industrial operations and employment. On the global watch market, Swiss made is a central sales argument. But there are many fellow-travellers who would like to share in this success. Unauthorized use has become much more common. Since 2007, the Swiss Watch Industry Federation FH, together with a majority of its members, has therefore been advocating a clear basis of protection in law. However, the fact is that «Swiss made» watches can still be sold legally today even if they incorporate a Swiss value component of less than 20 per cent.

48,500 jobs, 965 apprentices, goods exports worth 19.3 billion francs in 2011. Thanks to this impressive success, the watch industry is able to invest in Switzerland and create new jobs. It has done so despite the economic and financial crisis and the strong Swiss franc. To safeguard these achievements, Parliament must act now and agree to the minimum Swiss value component of 60 per cent for industrial products proposed by the preparatory commission.

At the media conference held on 16 February, Dr. Jean-Daniel Pasche, Chairman of the Swiss Watch Industry Federation, Philippe Merk, CEO Audemars Piguet, Dr. Hanspeter Rentsch, member of the The Swatch Group SA Executive Management, Peter Blösch, CEO Blösch Corporated Inc. and National Councillor Corrado Pardini, member of the UNIA Executive Committee, stressed the need for the threatened erosion of Switzerland as an industrial site to be halted and credible legal bases laid down. So that Swiss companies can continue to provide jobs in Switzerland in future.