{"id":31896,"date":"2026-06-08T11:58:51","date_gmt":"2026-06-08T09:58:51","guid":{"rendered":"https:\/\/www.prins.swiss\/?p=31896"},"modified":"2026-06-08T11:58:52","modified_gmt":"2026-06-08T09:58:52","slug":"la-marque-swiss-est-ce-vraiment-une-bonne-idee","status":"publish","type":"post","link":"https:\/\/www.prins.swiss\/fr\/la-marque-swiss-est-ce-vraiment-une-bonne-idee\/","title":{"rendered":"La marque \u00ab\u00a0SWISS\u00a0\u00bb – Est-ce vraiment une bonne id\u00e9e ?"},"content":{"rendered":"

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Le cas \u00ab On \u00bb, qui a r\u00e9cemment attir\u00e9 l\u2019attention, a remis au premier plan la question de la port\u00e9e des r\u00e8gles relatives au Swissness. Le 23 mars 2026, l\u2019Institut f\u00e9d\u00e9ral de la propri\u00e9t\u00e9 intellectuelle (IPI) a effectivement clarifi\u00e9 sa pratique concernant l\u2019apposition de la croix suisse sur des produits non enti\u00e8rement fabriqu\u00e9s dans notre pays. En effet, les entreprises peuvent \u00e0 pr\u00e9sent utiliser la croix suisse accompagn\u00e9e d\u2019expressions telles que \u00ab SWISS ENGINEERING \u00bb ou \u00ab SWISS RESEARCH \u00bb, \u00e0 condition que le signe ne soit pas interpr\u00e9t\u00e9 comme indiquant l\u2019origine suisse du produit dans son ensemble. L\u2019IPI a n\u00e9anmoins maintenu des conditions visuelles strictes pour une telle utilisation. <\/h3>\n

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Cette clarification est la bienvenue pour les entreprises cr\u00e9ant une valeur ajout\u00e9e en Suisse par le biais de leurs services de recherche et d\u00e9veloppement, mais qui maintiennent la fabrication de leurs produits \u00e0 l\u2019\u00e9tranger, une r\u00e9alit\u00e9 commerciale reconnue et confirm\u00e9e par l\u2019IPI \u00e0 l\u2019occasion de cette clarification. En revanche, elle ne constitue pas un assouplissement g\u00e9n\u00e9ral de la l\u00e9gislation dite \u00ab Swissness \u00bb : la croix suisse reste un symbole hautement prot\u00e9g\u00e9, et son utilisation ne doit pas induire le public en erreur quant \u00e0 l\u2019origine du produit fini. D\u00e8s lors, le symbole que repr\u00e9sente la croix suisse ne peut exc\u00e9der en taille les inscriptions l\u2019entourant de part et d\u2019autre. <\/p>\n

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Pour les professionnels de la propri\u00e9t\u00e9 intellectuelle, cependant, l\u2019enjeu est plus large, car les questions autour des r\u00e9f\u00e9rences \u00e0 des pays ne sont pas uniquement conditionn\u00e9es par la l\u00e9gislation \u00ab Swissness \u00bb. En droit suisse, en effet, les indications de provenance sont prot\u00e9g\u00e9es non seulement pour les r\u00e9f\u00e9rences suisses, mais aussi pour les r\u00e9f\u00e9rences \u00e9trang\u00e8res. L\u2019IPI pr\u00e9cise express\u00e9ment que cette protection s\u2019applique de la m\u00eame mani\u00e8re aux indications de provenance suisses et \u00e9trang\u00e8res, et la loi sur la protection des marques pr\u00e9voit en outre qu\u2019une indication de provenance \u00e9trang\u00e8re est consid\u00e9r\u00e9e comme correcte si elle satisfait aux exigences l\u00e9gales du pays concern\u00e9, sous r\u00e9serve toutefois que les consommateurs suisses ne soient pas induits en erreur. En pratique, cela signifie que des r\u00e9f\u00e9rences \u00e0 un pays, telles que \u00ab Italia \u00bb, \u00ab France \u00bb ou \u00ab US \u00bb, peuvent \u00e9galement cr\u00e9er un risque juridique si elles suscitent des attentes quant \u00e0 l\u2019origine des produits. <\/p>\n

[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/www.prins.swiss\/wp-content\/uploads\/2024\/01\/PRINS-losange.png\u00a0\u00bb title_text=\u00a0\u00bbPRINS-losange\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb8%\u00a0\u00bb max_width=\u00a0\u00bb25%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2″ _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.prins.swiss\/wp-content\/uploads\/2026\/06\/f0zuf6szk58.jpg\u00a0\u00bb alt=\u00a0\u00bbUne chaussure de sport dor\u00e9e avec des ornements fantaisie est expos\u00e9e.\u00a0\u00bb title_text=\u00a0\u00bbPhoto de Remco van Baalen\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bb7262e956-c376-4aa6-9642-c413f71527d0″ text_font=\u00a0\u00bb|300|||||||\u00a0\u00bb text_text_color=\u00a0\u00bbgcid-76e191ee-a782-4980-80ca-8ed9cefea55c\u00a0\u00bb text_font_size=\u00a0\u00bb22px\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_font_size=\u00a0\u00bb26px\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb\u00a0\u00bb text_font_size_phone=\u00a0\u00bb12px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb55px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-76e191ee-a782-4980-80ca-8ed9cefea55c%22:%91%22text_text_color%22%93}\u00a0\u00bb]<\/p>\n

Et cette question n\u2019est pas que purement th\u00e9orique. Un produit vendu en Suisse sous un nom tel que \u00ab 19V69 ITALIA \u00bb peut soulever des questions lorsque la pr\u00e9sentation globale sugg\u00e8re un lien avec l\u2019Italie alors que la page produit du d\u00e9taillant indique la Chine comme pays d\u2019origine. Le caract\u00e8re illicite d\u2019une telle utilisation d\u00e9pendra du contexte global et de la mani\u00e8re dont le public pertinent comprend le signe. Quoi qu\u2019il en soit, cet exemple illustre pourquoi le \u00ab branding \u00bb bas\u00e9 sur un pays ne doit pas \u00eatre pris \u00e0 la l\u00e9g\u00e8re. <\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.prins.swiss\/wp-content\/uploads\/2026\/06\/yzhzt9fjcne.jpg\u00a0\u00bb alt=\u00a0\u00bbcinq baskets blanches pendues pr\u00e8s d'une porte blanche\u00a0\u00bb title_text=\u00a0\u00bbPhoto de Clem Onojeghuo\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.prins.swiss\/wp-content\/uploads\/2024\/01\/PRINS-losange.png\u00a0\u00bb title_text=\u00a0\u00bbPRINS-losange\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb8%\u00a0\u00bb max_width=\u00a0\u00bb25%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_4,3_4″ _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_4″ _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.prins.swiss\/wp-content\/uploads\/2026\/06\/sappori-italia.jpg\u00a0\u00bb title_text=\u00a0\u00bbsappori italia\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb-37px|6px|||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4″ _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bb7262e956-c376-4aa6-9642-c413f71527d0″ text_font=\u00a0\u00bb|300|||||||\u00a0\u00bb text_text_color=\u00a0\u00bbgcid-76e191ee-a782-4980-80ca-8ed9cefea55c\u00a0\u00bb text_font_size=\u00a0\u00bb22px\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_font_size=\u00a0\u00bb26px\u00a0\u00bb width=\u00a0\u00bb100%\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb\u00a0\u00bb text_font_size_phone=\u00a0\u00bb12px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb55px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-76e191ee-a782-4980-80ca-8ed9cefea55c%22:%91%22text_text_color%22%93}\u00a0\u00bb]<\/p>\n

La jurisprudence r\u00e9cente montre \u00e9galement que le droit suisse peut aller plus loin, au-del\u00e0 des all\u00e9gations d\u2019origine en tant que telles. Dans la d\u00e9cision B-2457\/2024, le Tribunal administratif f\u00e9d\u00e9ral a confirm\u00e9 le refus de \u00ab I COLORI DEL SAPORE (fig.) \u00bb au motif que le signe \u00e9tait consid\u00e9r\u00e9 comme similaire au point de pr\u00eater \u00e0 confusion avec le drapeau national italien, malgr\u00e9 son enregistrement au niveau de l\u2019UE. Le recours a \u00e9t\u00e9 rejet\u00e9. <\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb use_background_color_gradient=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_stops=\u00a0\u00bbrgba(55,43,155,0.78) 0%|#ddbe40 100%\u00a0\u00bb background_color_gradient_overlays_image=\u00a0\u00bbon\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/new.prins.swiss\/wp-content\/uploads\/2024\/05\/rrhhzityizg.jpg\u00a0\u00bb custom_margin=\u00a0\u00bb67px|auto||auto||\u00a0\u00bb custom_padding=\u00a0\u00bb73px||65px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.27.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.prins.swiss\/wp-content\/uploads\/2024\/01\/PRINS-losange.png\u00a0\u00bb title_text=\u00a0\u00bbPRINS-losange\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb8%\u00a0\u00bb max_width=\u00a0\u00bb25%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bb003e9429-8e11-4d9e-968b-8881092bbf81″ header_2_font=\u00a0\u00bbNoto Serif Display|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_2_font_size=\u00a0\u00bb59px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.35em\u00a0\u00bb custom_margin=\u00a0\u00bb||11px|||\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

La conclusion g\u00e9n\u00e9rale est claire :<\/h2>\n

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En Suisse, les r\u00e9f\u00e9rences \u00e0 un pays ne sont pas de simples outils de marketing. Elles peuvent soulever des questions juridiques li\u00e9es aux signes publics, bien au-del\u00e0 des cas classiques li\u00e9s au \u00ab Swissness \u00bb. Pour les entreprises internationales, l\u2019image d\u2019une marque construite sur la base de son origine ne peut donc pas seulement s\u2019appr\u00e9cier du point de vue commercial ou marketing, mais doit \u00e9galement \u00eatre examin\u00e9 sous l\u2019angle juridique. <\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.27.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

L’Institut F\u00e9d\u00e9ral de la Propri\u00e9t\u00e9 Intellectuelle (IPI) publie une clarification de la pratique. Le cas \u00ab On \u00bb, qui a r\u00e9cemment attir\u00e9 l\u2019attention, a remis au premier plan la question de la port\u00e9e des r\u00e8gles relatives au Swissness. <\/p>\n","protected":false},"author":7,"featured_media":31914,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[34,35,48],"tags":[],"class_list":["post-31896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dernieres-actualites","category-trademark-fr","category-strategie-en-matiere-de-propriete-intellectuelle"],"yoast_head":"\nLa marque "SWISS" - Est-ce vraiment une bonne id\u00e9e ? - prins.swiss<\/title>\n<meta name=\"description\" content=\"La propri\u00e9t\u00e9 intellectuelle (PI) englobe un large \u00e9ventail d'\u0153uvres cr\u00e9atives et innovantes, allant des inventions et des dessins aux \u0153uvres litt\u00e9raires LIRE LA SUITE\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.prins.swiss\/fr\/la-marque-swiss-est-ce-vraiment-une-bonne-idee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La marque "SWISS" - Est-ce vraiment une bonne id\u00e9e ? 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