Since January, On has been permitted to place the Swiss cross on shoes manufactured in Asia under a liberalised Swissness rule. The Ständerat, Switzerland's upper house, voted 32‑5 last week to overturn that practice.
Centrist senator Fabio Regazzi said the Institute for Intellectual Property (IGE) abandoned a long‑standing policy, arguing that US tariffs and a strong franc justified the change. He dismissed those reasons as "far‑fetched" and warned that allowing foreign‑made products to carry the emblem weakens its exclusivity and could prompt firms to relocate production abroad.
Regazzi, who also chairs the Swiss Business Association (SGV), cited an SGV survey from August showing a clear majority of small‑ and medium‑sized enterprises favour restoring the original rule. The association plans to launch a petition and has already filed a motion in June calling for the Swiss cross to be reserved for items manufactured within Switzerland.
The dispute dates back years between On and the Swiss Enforcement association, which monitors compliance with Swissness regulations. Industrial products must incur at least 60% of their production cost in Switzerland. Swiss Enforcement previously reported On to Chinese authorities, though no formal action was taken.
The IGE reiterated it has not directly acted against On in China. The controversy highlights the tension between modern branding strategies and traditional protection of Swiss‑made symbols.
