What exactly did the IGE change on March 23?

The IGE updated its practice so products developed in Switzerland but manufactured abroad may display the Swiss cross if the presentation is not misleading. It is a clarification of administrative practice, not a new law. Companies must follow strict rules on placement, proportion, and wording that explain the product’s connection to Swiss development.

Can brands put a large Swiss cross on goods made abroad?

Only if the overall presentation is not misleading. The emblem must follow strict placement and size guidance, and brands should include clear text about Swiss development versus place of manufacture. Oversized or central use that implies full Swiss-made status risks enforcement, reprints, or complaints from competitors and consumer groups.

How could this affect On’s pricing in Switzerland?

Stronger Swiss cues can support premium positioning, fewer in-season discounts, and better sell-through on key lines. The impact should be most visible in limited editions and performance products. While Switzerland is not On’s largest market, improved price realization and simpler packaging can lift local margins and reduce promotional intensity over time.

Which other sectors may benefit from the update?

Exporters that design in Switzerland but build abroad stand to gain, including power tools, medtech components, and sports equipment. Clearer rules let them signal Swiss know-how without reshoring. The effect depends on execution: accurate wording, compliant placement, and strong documentation are essential to convert reputation into pricing power.

Global Market Insights

March 23: Switzerland Eases Swissness; On Cleared to Use Swiss Cross

ByHuzaifa Zahoor March 23, 2026March 23, 2026

On March 23, Switzerland softened Swissness practice, letting products designed in-country but made abroad show the Swiss cross under strict size and placement rules. For investors, the On Swiss cross decision removes a branding overhang and could lift domestic demand and pricing. The IGE practice update signals practical support for Swiss engineering while keeping clarity on origin claims. We explain what changed, how it helps On and peers, what risks remain, and what to watch next in the Swiss market.