Swissness or Swiss Mess? What the 39% Tariff Tells Us About the Fragile Future of Swiss Exports

The US will slap a 39% tariff on Swiss exports from 7th August, and it wasn’t just a blow to watchmakers and cheese producers. It cracked open a conversation Switzerland has long avoided: How much of our “Swissness” is real, and how much is just clever logistics?

Two Swiss Federal Councillors are currently scrambling in Washington to fix the diplomatic fallout. Meanwhile, back home, the knives are being sharpened. Industry associations warn of relocations, short-time work and lay-offs. Economists talk of a tipping point. The public wonders why products they thought were “made in Switzerland” might now be produced elsewhere to dodge tariffs.

But here’s the deeper question: Was “Swiss Made” ever as Swiss as we believed?

The Illusion of Control

Switzerland has long punched above its weight in global exports — not through volume, but through perceived value. Watches, pharma, machinery, food: all built on trust, quality, and that elusive halo of Swissness.

But the rules underpinning that image have always been more flexible than most realize.