Swiss made and Swiss scale are rarely the same brands

30 of the 100 leading Swiss global brands are Swiss made. Together they earn 4.8% of the revenue

30 / 4.8%

brands in the 100 that are Swiss made, and their share of combined revenue

19 of 30

Swiss made brands in the 100 that are watchmakers

0.01

correlation between Swiss value and visibility, in effect none

The Swiss Lions 100 scores each brand on how much of its value is created in Switzerland. 30 of the 100 make most of their products in Switzerland to the legal Swiss made standard. They earn CHF 39.8bn, 4.8% of the combined revenue of the 100. 19 of them are watchmakers; the others are Nespresso, Ricola, Pilatus Aircraft, Victorinox, Metrohm, Dottikon ES, Trisa, Läderach, Kambly, Mikron and Medartis.

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Share of brands and share of revenue, by Swiss value. Red: share of the brands in the Swiss Lions 100. Circle: share of their combined revenue. Source: Swiss Lions 100, 2026 edition.

Swiss value	Brands	Share of brands (%)	Combined revenue (CHF m)	Share of revenue (%)	Average visibility	Brands
Swiss made	30	30.0	39,765	4.8	56.2	Rolex; Nespresso; Audemars Piguet; Omega; Patek Philippe; Breitling; Tudor; Vacheron Constantin; TAG Heuer; Richard Mille; Ricola; IWC Schaffhausen; Pilatus Aircraft; Jaeger-LeCoultre; Longines; Victorinox; Swatch; Hublot; Tissot; Chopard; Blancpain; Metrohm; Dottikon ES; Trisa; Läderach; Piaget; Kambly; Franck Muller; Mikron; Medartis
Partly Swiss made	27	27.0	215,695	25.9	46.3	Roche; Novartis; ABB; Schindler; Lindt & Sprüngli; Givaudan; Lonza; Endress+Hauser; Straumann; Stadler; Sonova; Bell Food Group; Georg Fischer; Emmi; Mettler-Toledo; Franke; Ferring; Belimo; Geberit; Bobst; Ypsomed; Siegfried; Bühler; VAT Group; Tecan; Huber+Suhner; Bucher Industries
Service business founded in Switzerland	24	24.0	268,218	32.2	48.6	Zurich Insurance; UBS; Adecco; Swiss Re; DKSH; Avolta; Transgourmet; Helvetia Baloise; Swiss Life; SWISS; Emil Frey; Julius Baer; Pictet; Swissport; Glencore; SIX Group; J. Safra Sarasin; Gategroup; Partners Group; Lombard Odier; Vontobel; SoftwareOne; EFG International; Temenos
Limited Swiss production	14	14.0	188,591	22.7	53.3	Nestlé; Holcim; Barry Callebaut; Sika; Tetra Pak; Sandoz; Liebherr; DSM-Firmenich; Clariant; SIG Group; Alcon; Dormakaba; Swiss Steel Group; Galderma
Swiss headquarters only	3	3.0	112,646	13.5	63.7	MSC; Kuehne+Nagel; SGS
Not Swiss made	2	2.0	6,994	0.8	84.5	Logitech; On

Scale sits elsewhere

None of the ten largest brands by revenue is Swiss made. The five largest, Nestlé, MSC, Roche, Zurich Insurance and Novartis, earn most of their revenue from production, services and staff abroad. Watches, the category most closely tied to Swissness, account for 19 of the 100 brands but 3.4% of revenue.

Visibility does not depend on Swiss production

Across the 100, the correlation between Swiss value and visibility is 0.01. Four of the ten most visible brands are Swiss made (Rolex, Nespresso, Swatch and Omega), while Nestlé, Logitech, On and MSC create little of their value in Switzerland.

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The 15 most visible brands and their Swiss value. Visibility score, brands in the Swiss Lions 100, 2026. Swiss made in red. Source: Swiss Lions 100, 2026 edition.

Brand	Rank	Visibility score	Swiss value	Swiss value score
Rolex	1	93.8	Swiss made	100
Nestlé	4	90.6	Limited Swiss production	40
Logitech	67	88.8	Not Swiss made	20
UBS	8	82.9	Service business founded in Switzerland	60
Nespresso	3	81.2	Swiss made	100
ABB	6	80.2	Partly Swiss made	60
On	88	80.1	Not Swiss made	20
MSC	17	77.5	Swiss headquarters only	20
Swatch	48	77.4	Swiss made	100
Omega	13	77.3	Swiss made	100
Tissot	50	76.9	Swiss made	100
SWISS	37	76.7	Service business founded in Switzerland	50
Lindt & Sprüngli	12	76.3	Partly Swiss made	60
Patek Philippe	18	73.7	Swiss made	100
TAG Heuer	29	72.1	Swiss made	90

A small group of brands, led by the watchmakers, carries Swiss production and Swiss identity into the world and is widely recognised for it. Most of the revenue of the 100 is earned by companies that operate largely abroad and keep their headquarters, brand management and much of their research in Switzerland.