Watches made in Switzerland are considered a global benchmark in the watch industry, synonymous with exceptional technical and manufacturing quality. They are protected by the prestigious Swiss Made label, regulated by strict parameters laid down by law, ensuring that all Swiss-made timepieces meet the highest standards of Swiss watchmaking excellence.
The Swiss Made label has played a fundamental role for Swiss watch manufacturers, as its stringent requirements have enabled the Swiss watch industry to maintain the outstanding level of quality and craftsmanship for which it is renowned. This commitment to precision and innovation has made Switzerland one of the most admired and sophisticated luxury watchmaking hubs in the world.
To the public, the Swiss Made mark is synonymous with quality, precision, reliability, and elegance, which is why collectors and enthusiasts alike are willing to pay a premium to own authentic Swiss Made watches.
In 2024, exports of Swiss-Made watches reached CHF 25.9 billion, confirming the enduring global appeal of watches made in Switzerland.
In this article, we explain which regulations protect the Swiss Made label, from the first Swiss Made watch regulation in 1971 through the major updates introduced in 2017.
Swiss-Made Watch Regulations
The Ordinance of December 23rd, 1971
The term ‘Swiss Made’ as applied to watchmaking was first subject to federal regulation on 23rd December 1971, when an ordinance defined the characteristics and standards a watch must meet to qualify as being of Swiss origin, better known as Swiss Made.
In addition to the wording Swiss Made, the regulation also applies to related designations such as Swiss or Made in Switzerland, and even to the white cross on a red background — all symbols representing the authentic Swiss origin of a product.
The “Swiss made” inscription on watch components, such as the case, case-back or dial, is subject to precise parameters set by law, ensuring that every visible or structural element of a Swiss-Made timepiece truly reflects its Swiss origin and quality standards.
Criteria for the Swiss-Made watches Designation
According to the 1971 Swiss Made watch regulation, a timepiece could be defined as Made in Switzerland if it met a number of key requirements:
- Movement assembled and inspected in Switzerland
- 50% of the movement value composed of Swiss components (excluding assembly costs)
- Movement cased up in Switzerland
- Final inspection carried out by the manufacturer in Switzerland
Following this regulation, the Federation of the Swiss Watch Industry (FHS) introduced a coding system for all companies producing Swiss Made watches. Each registered company is identified by a code (SIP), sometimes found even on non-visible parts of the watch, ensuring traceability and compliance with the law.
The 2017 Revision: The Updated Swiss-Made Watch Regulation
To adapt to the evolving Swiss watchmaking landscape, the Swiss-made watch regulation 2017, also known as the “Swissness” revision, updated several criteria governing the indication of a watch’s Swiss origin.
Effective from January 1st, 2017, the new rules established that:
- 60% of the manufacturing costs for the watch head (excluding the bracelet or strap) must be incurred in Switzerland.
- 60% of the value of the movement must come from Swiss components and manufacturing.
- The development and prototyping of analogue watches must take place in Switzerland. For digital watches, development – including display, software, and circuit boards – must also occur in Switzerland.
The development of a product within Swiss borders and restriction of the use of foreign components in the manufacture of watches represent a key point for Swiss watchmaking, which has had to adapt to an ever-changing industry.
The 1971 definition of a watch has also been revised to include SmartWatches, and the movement dimension limits within which the Swiss Made regulation applies have been redefined: 60 mm in width and 14 mm in thickness.
Private-Label Swiss-Made Watches
Since 1984, TAN SA has been offering customers private-label Swiss watches that fully comply with all Swiss made regulations.
Developed, assembled, and inspected in Switzerland, these Swiss Made timepieces embody the precision and quality guaranteed by Swiss craftsmanship and law.
The service that TAN SA offers for the production of SWISS MADE private label watches can start with either a project commissioned by the customer or a collaboration between TAN and designers in the sector, proceeding to follow all stages of the production process.
TAN SA is also able to produce sustainable Swiss Made watches, ensuring respect for the environment while meeting the ever-increasing market demand for sustainability.
Why the “Swiss-made” Label Matters
The “Swiss-Made” label is more than a geographical indication, it is a statement of authenticity and expertise.
For both users and brands, owning or creating a Swiss-made watch means investing in a heritage of craftsmanship, precision and respect for the rigorous standards that define Swiss watchmaking.
TAN SA continues to uphold these principles, offering partners around the world the opportunity to develop watches made in Switzerland that are both technically advanced and timelessly elegant.
FAQ about Swiss-Made Watches
What qualifies a watch as Swiss Made?
A watch is considered Swiss Made if its movement is assembled, inspected, and cased up in Switzerland, and at least 60% of the manufacturing costs come from Swiss components and processes. This standard was updated under the Swiss-made watch regulation 2017 to ensure that watches made in Switzerland truly represent the excellence of Swiss watchmaking.
What is the difference between Swiss Made and Swiss Movement?
Swiss Made guarantees that the entire timepiece – movement, assembly, and final inspection – takes place in Switzerland, following strict legal criteria.
Swiss Movement only refers to the origin of the movement, not the complete watch. For full authenticity, it is always best to choose genuine Swiss Made watches, the hallmark of high-end Swiss watchmaking.
Can private-label watches be Swiss Made?
Yes. Companies like TAN SA design, assemble, and inspect private-label Swiss Made watches entirely in Switzerland, in full compliance with Swiss federal standards. These Swiss-made timepieces combine quality craftsmanship with the flexibility to customize designs for brands seeking their own identity within the Swiss watch industry.
Why is the Swiss Made label so important?
The Swiss Made label stands for precision, reliability, and quality, values that have made the Swiss watch industry a global benchmark for excellence. Owning a Swiss Made watch means possessing a piece of authentic craftsmanship that reflects over a century of innovation and technical mastery in Swiss watchmaking.
Are Swiss Made watches more expensive?
Swiss Made watches often come at a higher price because of their exceptional materials, artisanal expertise, and local production. Each Swiss-made timepiece is designed, assembled, and tested with meticulous attention to detail — a level of craftsmanship that ensures long-lasting performance and enduring value.
Can I create my own Swiss Made watch?
Yes. Through TAN SA’s private-label Swiss Made watch service, brands can develop their own Swiss Made timepieces from concept to production. TAN SA provides full guidance throughout the design, prototyping, and manufacturing phases, ensuring every watch meets all legal and quality requirements of Swiss watchmaking.
How should I maintain a Swiss Made watch?
To preserve the precision and longevity of your Swiss Made watch, a full service is recommended every 3 to 5 years. Avoid shocks, extreme temperature changes, and strong magnetic fields. For luxury Swiss watches or custom-made timepieces, maintenance should be entrusted to an authorized Swiss workshop or a specialized manufacturer like TAN SA, ensuring the watch’s performance and long-term value.
