From 50 to 60%: this sums up the impact for watchmaking with the new, tougher legislation around the Swiss Made label. From January 1st, 2017, 60% of the watch components must be of Swiss origin in order to be considered eligible for the Swiss Made label. H. Moser & Cie. deems this reinforcement to be insufficient: this label will lead to more confusion rather than adding value. There is a big gap between end-consumers’ perception of the label, who generally take the Swiss Made designation to mean the item is 100% Swiss, and the reality that brands manufacture many components in other countries. The small Schaffhausen-based Manufacture, whose own production processes are over 95% Swiss, would have welcomed a much stricter standard, matching the extremely high criteria that it measures itself against. For this reason, H. Moser & Cie. has decided to forgo the Swiss Made label, and from 2017, it will no longer appear on the dial of any new H. Moser & Cie. creations… More at H. Moser & Cie.
Good move from H. Moser & Cie. And while I am not convinced that the ‘Swiss Made’ label means anything at all it’s good that the company is making a stand.
Maybe, however, it is a publicity thing. Remember the Swiss Alp Watch S below?