As with other Swiss products (such as chocolate), Switzerland jealously protects the "Swiss made" label, and has signed bilateral and international agreements to enable it to take legal action against counterfeiters.

To obtain the label a watch must meet certain minimum conditions. Although some foreign-made components may be used, they may not account for more than 50% of the total value of the components and the watches must also be both assembled and inspected in Switzerland.

A watch that has been manufactured abroad but contains Swiss components is permitted indicate this fact, but it is strictly forbidden to exaggerate the degree of Swiss involvement.

A watch may also be allowed to carry the word Geneva if it conforms to the demands made for a Swiss watch and if at least one of the major operations in its manufacture was carried out in the canton of Geneva.

More prestigious than this is the award of the quality hallmark known as the "poinçon de Genève" or Geneva Seal, issued by the Office for Optional Inspection of Geneva Watches. They must have been made in the canton, and each movement must be numbered. There 12 strict criteria to be met ensuring the highest standards in engineering, finishing and assembly.

Fairs

Switzerland holds two major international exhibitions every spring where its watch-making skills are on display.

The World Watch and Jewellery Show in Basel attracted some 101,700 visitors in 2007. Swiss brands dominate the exhibits; most of what is produced in Switzerland is on show at the fair.

Geneva hosts a more exclusive affair, the Salon International de la Haute Horlogerie (SIHH), or International Salon for Prestige Watchmaking, to which only professional guests of the exhibiting brands are invited. Despite the relatively small number of visitors – 11,500 in 2005 – the show is regarded as one of the major events of the Geneva year, second only to the Motor Show. Customers are shown the latest innovations in top-of-the-range watches, as well as limited edition and unique timepieces.