In many product areas, "made in Switzerland" is a strong label and a guarantee of brand reputation and quality. But what does "made in Switzerland" really mean? By 2017, swiss-made will mean not just the origin of the watch's movements, but the entire watch case, dial and strap made in Switzerland. Of course, swiss-made is not 100% swiss-made, whether in the past, present or future. Although the "made in Switzerland" label can be attached to many products, there is no doubt that the "made in Switzerland" label on the watch is the most authoritative. According to the latest regulations in Switzerland, by 2017, watches to be labeled "" swiss-made" "must guarantee that 60 percent of the movements and case are made in Switzerland and finished in Switzerland.
On June 21, 2013, the Swiss parliament passed a new law to raise the "made in Switzerland" standard for watches. According to the new standards, 80 per cent of the cost of making mechanical watches with the "made in Switzerland" logo must be in Switzerland, while at least 60 per cent of the cost of making electronic watches must be in Switzerland. By contrast, current regulations only specify that the watch's movements must be manufactured in Switzerland, while the case, dial and needle are allowed to be manufactured in a foreign country, making it "swiss-made" that 50% of the components of a watch are manufactured in Switzerland. In the watch industry, "made in Switzerland" is almost a gold-lettered sign, and consumers tend to regard it as synonymous with high quality. A watch has a number of parts, often from Asian countries such as China, Thailand and others, which are then shipped back to Switzerland. Parts from these countries are cheaper and of poor quality, causing many watches to be shoddy and undermining the reputation of the "made in Switzerland" label. Statistically, the 50 to 60 percent gap is not very large, but the results actually vary.
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