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'On' wins Swiss Made ruling

Tuesday, 24 March 2026 06:30

(c) On

A major shift in Switzerland’s “Swissness” rules could see the national cross appear on more products worldwide.

Zurich-based sports brand On has won a long-running dispute over whether it can use the Swiss cross on shoes made in Asia.

Until now, products needed at least 60 percent of manufacturing costs in Switzerland. 

But the Swiss Federal Institute of Intellectual Property has changed its approach, allowing the label if products are developed in Switzerland under strict conditions.

On says the move reflects modern global production, but critics warn it could dilute the meaning of the Swiss cross as more companies adopt the label.

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