Quality

Various products, proven over decades in the Swiss military, became icons and serve as inspiration for the Swiss Military Brands and its products. These products are known for its quality, are purpose built yet affordable. Each product functions exactly how it is described to. No gimmicks – nothing more, nothing less. There are no bells and whistles or unnecessary extra features.

Swiss Military Brands products are made out of the sturdiest materials possible. They are versatile everyday products that are made to last.

Swissness

The term Swissness refers to the designation “Swiss” as an indication of the geographical origin of goods and services. These are particularly appreciated by consumers all over the world because they are associated with values such as innovation, striving for excellence and an unsurpassed understanding of quality - which can be found in all aspects of Swiss culture.

For centuries, Swiss engineering, invention design and innovation have been respected around the globe. Known for reliability, practicality and a keen sense of style, Swiss consumerism has made indelible contributions to products that people use and love around the world, everyday. Switzerland has become worldwide the de-facto standard upon which quality products and image are quantified.

In summer 2013, the new “Swissness” legislation was agreed by the Swiss parliament. The objective of the new legal framework is to provide long- term security to the added value delivered by the brand “Switzerland”. In fall 2015, the Federal Council approved regulations for the implementation of the Swissness legislation and the complete legislative package came into force as of January 1, 2017.

Because of this, companies worldwide who contravene the directives in the law risk not only legal action but as well the stigma of counterfeit products. As such, and as a benefit of license ownership, swiss brands’ licensees not only are fully compliant with Swiss Law, but will also have the benefit of branding guidelines and product design methodologies that bring their products into full compliance with the Swissness legislation. This process will allow their products to carry the officially licensed seal and hologram of the Swiss Confederation, a certification of lasting value in the global marketplace.

Since its introduction, worldwide compliance with the Swissness legislation has a high priority and its enforcement will be intensified. Many benefits will be bestowed upon companies that conform early and create fairness and honesty in the marketplace. As a swiss brands licensee you will have the comfort and exclusive rights to not only be in full compliance with International Law, but be the legitimate representative and legal licensee of the Swiss Confederation, which will be globally respected and the envy of your competitors.

Swiss Design & DNA

In order to create a strong brand identity, it is extremely important to establish a recognizable voice for the Swiss Military Brands, which core values center around creating simplistic, durable and authentically Swiss designs and products. It is important to keep these characteristics in mind when creating products or marketing activities under those brands in any sense of the way.

Among further characteristics, technological innovation, functionality, quality and simplicity are deeply engraved in the Swiss understanding of products and is part of a long tradition in design, engineering, craftmanship and conceptual thinking. All products under the “Swiss Military Brands” incorporate this Swiss product DNA, depending on the positioning more or less pronounced.

Swiss Military Brands are very reasoned, straight forward, matter-of-fact and confident in terms of word choice and overall feel. It is also important to keep these characteristics in mind when creating copy for advertising, website content, social media posts and other forms of verbal communication.