When buying a watch, you may find that the "made in Switzerland" (Swiss Made) watch, often the higher the value, such as Rolex, Audemars Piguet, Cartier, Jaeger-LeCoultre, Tag Heuer, Patek Philippe and other famous watch brands, their watches, are benefiting from the "made in Switzerland" label.

Due to the "Swiss" good reputation, no matter in quality, precision, luxury design, technology and innovation and so on various aspects, all keep a high level, and the label related honor, actually is from watchmakers to quality, traditional and durability of long-term investment, whether from the brand sales level, or second-hand market watches, "Swiss made" good reputation gradually formed a strong market demand and increasingly expensive price tag.

In addition, Financial Times has previously noted that Swiss watchmakers have a good reputation and give them pricing power with geographical labels. The most important thing is that consumers usually show a preference for products because of certain geographical indicators, and they are willing to spend higher prices for them. In addition, data from the Swiss Federal Intellectual Property Office (IPI) shows that for luxury goods, especially for watches, the "made in Switzerland" label can increase the product value to 50%. At this point, watch brands think not only regard geographical indicators as a marketing and brand tool that can influence consumer models, control pricing, and produce trade and economic benefits.

As for the current situation of Swiss watches, the Swiss Industrial Federation said that exports reached 24.8 billion Swiss francs in 2022, revealing that the watch market is still very active, and luxury watches are not the only surge in demand, while "made in Switzerland" entry-level watches, but also achieved good results in 2022. Brand Finance revealed that Rolex's brand value increased 28 percent from 2022 to 2023 to $10.7 billion, thanks its success to the brand's reputation for combining tradition, craftsmanship and "made in Switzerland."