"With over 95% of our components produced in Switzerland, we far exceed the requirements of the Swiss Made standard, and yet, the same label on our dials is used by those brands barely complying, who benefit from the flexibility of the label to manufacture a large proportion of their components in other countries. Today, the Swiss Made label is devalued because it is used by entry-level brands to justify their very existence or price point. Ultimately, our own image is undermined by this."
So your brand is somehow devalued by it increasing to 60%, but it was fine when it was 50%?
"Following this reasoning to its logical conclusion, H. Moser & Cie. is removing the Swiss Made label from the dials of its models."
Not sure how logical the conclusion was...I suppose of they raise it to 80% Moser is going to move to China in protest then?
By the way, the Swatch group was one of those pushing for this, so I suspect they already far exceed the 60% level. I recall reading a story where they were quite disappointed it was only raised from 50 to 60%
Cheers, Al
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