Tuesday, October 28, 2008

Made in Switzerland

Swiss Qualität. It’s a phenomenon (otherwise known as marketing success) in Switzerland as prevalent as cheese and chocolate which allows the Swiss to charge three times the price of say, a pen, simply because it was made in Switzerland.

Being “Swiss Made” or “Made in Switzerland” is so well branded, that the phase is universally understood and printed in English on packages otherwise written in a different language entirely.

Now I don’t know about you, but I find most Swiss-made products to be no better made than other products and in some cases worse. But you have to give the Swiss credit for supporting their country. Those apples from New Zealand don’t stand a chance next to their higher-priced Swiss cousins. I mean, the poor New Zealand apples just scream “Ausländer” along with all the Spanish clementines in the otherwise locally produced fruit section. It’s amazing these outsiders are even available at all, as we all know how much Ausländers are welcomed in Switzerland.

Anyhow, I bring all this up because of a shop window in Bremgarten, Switzerland. I’m just really curious to know just what exactly makes up a Swiss Qualität tattoo. It can’t last longer than other tattoos, can it? Or perhaps it’s just the designs that are superior—say one can get a white sheep kicking a black sheep permanently engraved on their body—in case the idea isn’t planted firmly enough in their minds. If anyone has any additional insight on or experience with Swiss Qualität tattoos, please make yourself heard as the mystery of it all is a little overwhelming. Thanks.


Adrian said...

Interesting indeed and I like to add two other interesting things. The mix of English and German words and the word luxury for tattoo. How does that work? Any gold or diamond dust mixed in to the ink?

Chantal said...

Yeah, that's a good point about the luxury. I'm not sure, but you probably get to drink an Espresso while you get your tattoo.

Z said...

I'm actually quite annoyed by this whole marketing 'strategy' and I think it's detrimental to real Swiss industry and workmanship. Lowering standards everywhere! Boo!

Chantal said...

Yes, some products don't have to be made entirely to be called Swiss-made either.


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