What Chinese Investors should know? Swiss products and services enjoy an excellent reputation, both domestically and abroad. Exclusivity, high quality, precision, reliability, efficiency, luxury, high-tech and innovation are some of the distinctive features associated with products made in Switzerland. In the late 1990s, ÒSwissnessÓ, a pseudo-Anglicism, started to emerge as a term to refer to the combination of positive values immanent in Swiss products and services. Worldwide, such values ultimately influence the affluent buyerÕs decision, so ÒSwissnessÓ is gaining economic value continuously, according to St. Gallen UniversityÕs traditional Swissness study. Today, products with a Swiss label can generally justify a mark-up of about 20% and, in the case of luxury goods, up to 50%. But the success of the Swiss brand also has its downside. The marketing concept of Swissness equally appeals to free riders or copycats, which has resulted in an increase in the ÒSwiss madeÓ designation being abused both at home and abroad.