Swiss quality products and services


SWISS LABEL, the association for the promotion of Swiss products and services, is an association in accordance with Art. 60 et seq. of the Swiss Civil Code.SWISS LABEL's mission is to provide support, in the broadest sense, to brands and labels.

The trademark of SWISS LABEL is the crossbow. SWISS LABEL’s origins date back to 1917 (founding of “Schweizer Woche”). The crossbow is protected in Switzerland and in important export destination countries. As an addition and/or alternative to the Swiss cross, the crossbow is used to represent the Swiss brand. The crossbow stands as a symbol of confidence-building values such as quality, certainty, reliability and solidity - both for companies as well as for consumers: SWISS LABEL members therefore stand out from the competition!

Ruedi Lustenberger officiates as the president; the secretariat is provided by the Swiss Federation of Small and Medium Enterprises (sgv).


Verschiebung Generalversammlung SWISS LABEL vom 15. Juni 2020

Die am 15. Juni 2020 in Bern vorgesehene Generalversammlung von SWISS LABEL kann infolge des Coronavirus nicht stattfinden.

Der Vorstand wird gleichentags entscheiden, ob die diesjährige Generalversammlung virtuell noch vor der Sommerpause oder im gewohnten Rahmen im Herbst durchgeführt wird. Wir werden Sie zeitgerecht orientieren und Ihnen die notwendigen Unterlagen rechtzeitig zukommen lassen.

SWISS LABEL: symbolic milestone reached with 1,000 members!

SWISS LABEL, the association for the promotion of Swiss products and services, has been on an upswing since 2018 with 95 new members and has now achieved the symbolic milestone of 1,000 members. Swiss quality, reliability and a clear indication of origin: these are the typical Swiss values SWISS LABEL stands for. With its crossbow trademark, the volunteer organisation is committed to spreading a convincing emblem of “Swissness”.

The re-election of National Councillor Sylvia Flückiger-Bäni to the Executive Board and the celebrations marking the 1,000th member, Porta AG, were the highlights of today’s Annual General Meeting at the Hotel Schweizerhof in Bern. The President also honoured Jacques Vifian, who has been a member of the Executive Board since 2003 and has thus reached the 16-year term provided for in the Articles of Association. After lunch, Hans-Ulrich Bigler, National Councillor and Director of sgv (the umbrella organisation of Swiss SMEs), held a welcome address.

The Annual General Meeting, chaired by former National Councillor Ruedi Lustenberger, quickly settled all statutory matters. At the end of 2018, SWISS LABEL had 996 members, mainly small and medium-sized enterprises from various sectors and regions of the country; from the beginning of January to the end of May 2019, almost 30 new members were added. Executive Director Hélène Noirjean looks to the future with confidence. She noted that attaining this new record number of members reaffirms the success of the crossbow and its meaning. Starting this year, SWISS LABEL will also be represented in the social networks. The crossbow lives on. Long live the crossbow!


Further information

Ruedi Lustenberger, former National Councillor, President SWISS LABEL, phone: 079 211 63 40

Hélène Noirjean, Executive Director SWISS LABEL, phone: 079 394 80 87