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Swiss shoe brand On caused confusion this week: “K-Tipp” used customs documents to prove that its products, which cost a small fortune in this country, were produced in Vietnam at the cheapest prices.
The production of “The Roger Clubhouse Mid”, which On’s co-owner Roger Federer (42) helped create, cost the company only 17.69 francs. In Switzerland, shoes sell for 230 francs; This is much more expensive than other countries.
Swiss Sanctions disturbed by Schweizerkreuz
On’s business practices aren’t just a nuisance to consumer advocates. Research by Blick shows that the manufacturer has also been targeted by Swissness Enforcement, an association that fights the improper use of Swiss information abroad. When asked, managing director David Stärkle (44) confirms: “In November 2022, we informed On’s lawyers that the Swiss rules must be followed worldwide.”
Stärkle’s organization was founded in 2021 to implement national Swiss law in other countries. It is funded by the Swiss Federal Institute for Intellectual Property and the Swiss economy. The board includes representatives from the federal government, Economiesuisse, Swissmem, the Swiss watch and chocolate industry and Victorinox.
Swissness Enforcement is disturbed by the presence of the Swiss flag on products abroad, even though the company only produces in Asia. “The fact that On developed the shoes in this country is not enough to allow advertising with the Swiss cross under Swiss law,” says Stärkle. That’s why On is calling on this practice to be removed from all products.
Remains stubborn
So far this request has been ignored. Shoes released in this country have had to make do without the Swiss flag for years. However, a company spokesperson abroad confirmed: The shoes still bear the Swiss cross sign.
Regarding the Swiss App, the company says: “We at On are proud of our Swiss roots. On Labs’ headquarters in Zurich, where more than 900 employees work, is where On’s research, development and product design takes place. “With the reference to ‘Swiss Engineering’, we state that our products contain Swiss innovation and technology.”
This doesn’t look like we’ll be letting up anytime soon. Swissness Enforcement wants to follow up on the issue in the coming weeks to see if On is ready to rethink its implementation. Otherwise, the organization reserves the right to take legal action. Managing Director Stärkle: “Especially in Germany, a court may decide that the use of the Swiss cross is unfair.”
Legal action should be avoided
Swiss Sanctions wants to avoid legal tension. “For us, violations of Swissness by companies that have no connection with Switzerland are actually a priority,” says Stärkle. At the same time, he considers it his duty not to stand idle and monitor the activities of the Ten.
“If we do nothing, we make ourselves untrustworthy if we slap the fingers of foreign companies that do the same thing.” This is certainly noticed by numerous “free riders of Swissness” around the world.
Source :Blick
I’m Tim David and I work as an author for 24 Instant News, covering the Market section. With a Bachelor’s Degree in Journalism, my mission is to provide accurate, timely and insightful news coverage that helps our readers stay informed about the latest trends in the market. My writing style is focused on making complex economic topics easy to understand for everyone.
