Why do Watches Come From Switzerland?

For hundreds of years, Swiss clockmakers have set the standards by which clocks, and more recently watches, are judged. Today, Swiss watches are admired for their exquisite design and build quality. Rolex have carved their niche as the world’s number one status symbol, exclusive to the rich and famous. Swatch, on the other hand, target a slightly different demographic and are now the world’s largest manufacturer of watches.

Many countries produce and export high quality watches. Yet, ask anyone on the street which country makes the best watches and 9 times out of 10 the answer will be Switzerland. So, how did Switzerland and watches become synonymous?

1541 (the year, not 19 minutes to 5)

To find the answer we need to turn the clock back to 1541. In this year Jean Calvin implemented a series of statute reforms to impose a strict and uncompromising moral code on the city of Geneva which, amongst other things, prohibited the wearing of jewels. This forced jewellers and goldsmiths to turn to a new craft, clock making. By the end of the 16th century Swiss clocks, particularly those from Geneva had already gained widespread recognition for their high quality and craftsmanship.

The tradition of quality and detail has been upheld for over five centuries, I doubt if there is any industry can make this claim. Swiss watch making somehow manages to combine state-of-the-art technology and innovation with creativity and passion. The results are evident: the first wristwatch, the first quartz watch, the first water resistant wristwatch, the thinnest wristwatch in the world, the smallest or the most expensive watch in the world, etc.

Status and the feel good factor

Brands were originally developed as labels of ownership, an early example would be branding of cattle to indicate ownership. Today, it is what brands do for people that matters, how they define their aspirations, image and status. Its doubtful if any brands manage this better than Longines, Rolex, Breitling, Tissot and dozens of others Swiss watch manufactures.

This success has created a black market where counterfeiters imitate the look of the most expensive Swiss watches. The build quality is usually poor, few actually keep time and the wearer will always know he is wearing a fake – so will anyone that knows anything about watches.

Fortunately, the activities of the counterfeiter do little damage, the type of consumer that buys counterfeits is hardly likely to ever be in a position to own the real thing or experience the feel good factor that comes with it!

Get real

According to Swiss law a watch can only be considered Swiss if it is manufactured in Switzerland, its movement is Swiss (see below) and the manufacturer carries out the final inspection in Switzerland.

For the watch movement to be considered Swiss the movement must be assembled in Switzerland the movement has been inspected by the manufacturer in Switzerland and the components of Swiss manufacture account for at least 50 percent of the total value, excluding the cost of assembly.