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"Made in Switzerland" remains a magnet

The “Swissness” label continues to be a symbol of quality around the world despite the global financial crisis, a study published on Tuesday has found.

The study, commissioned by St Gallen University, also notes that controversial political issues, including the decision by the Swiss electorate to ban the construction of new minarets, have had little impact on products made in Switzerland.

However, it says that Swiss goods are not really identified with innovation.

The Swissness Worldwide 2010 report also shows that Swiss banks have come through the global financial crisis “relatively unscathed”.

It finds that although Swiss banks may have lost some ground in absolute terms, they are still ahead of foreign competition.

The survey, taken among 3,704 people in 56 countries, says Switzerland would do well to be more self confident and active when it comes to selling itself.


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