SWISS MILITARY Represented at the Sino-Swiss Business Forum – 75 Years of Diplomatic Relations between China and Switzerland
In 2025, China and Switzerland will celebrate the 75th anniversary of the establishment of diplomatic relations. To mark this special occasion, the Swiss Chamber of Commerce in China hosted the Sino-Swiss Business Forum on May 15 in Shanghai. The event brought together high-ranking officials from both the Chinese and Swiss governments, Swiss companies operating in China, and delegations from Switzerland at the MGM West Bund Forum. Key topics included the legacy of Swiss Made, industrial innovation partnerships, and current consumer trends in China.
As the official global licensee of the SWISS MILITARY brand, swiss brands AG participated with its own booth. CEO Christoph Wyss traveled from Switzerland to attend the event in person.
Showcasing the SWISS MILITARY Brand – Where Design Meets Manufacturing
swiss brands AG exhibited in the entrance area of the forum as an official brand partner. Together with its Chinese partners, the company presented the SWISS MILITARY brand and a selection of products. The focus was on combining Swiss design expertise – developed through the Swiss Design and Technology Center (DTC) in Switzerland – with the manufacturing capabilities of Chinese supply chain partners. The goal: to establish a market-driven business model from brand presentation to point-of-sale.
During a meeting with Swiss MP Franz Grüter, Christoph Wyss introduced key strategic partners in China: sub-licensee UTC and its distribution partners, Tianxi Group and Hongfang Group. Together, they discussed plans for continued development in the Chinese market:
“China is a key part of our global strategy. Since our founding in 2021, we have followed the 'Swissness' standards defined by the Swiss government. Using the DTC in Zurich, we’ve successfully integrated the outdoor DNA of the SWISS MILITARY brand and the urban solutions of the SWISS AIRFORCE brand into our product lines. Our presence at this forum is intended to accelerate our market entry in China by combining Swiss innovation with local demand – laying the foundation for future global expansion.”
Collaborations with Chinese Licensing Partners
Drinkware & Cookware – Tianxi Group (Hangzhou Tianxi Home Technology Co., Ltd)
In cooperation with Tianxi, lightweight and durable SWISS MILITARY drinkware and cookware sets were developed, merging Swiss precision design with the practical needs of both camping and family use.
Performance Apparel – Hongfang Group (Hongfang Brand Management (Shanghai) Co., Ltd)
Together with the Hongfang Group, the brand expanded its line of outdoor and performance clothing. The products combine the SWISS MILITARY DNA with the functionality suited for active consumers – from adventurers facing extreme weather to urban commuters.
Brand Protection and Anti-Counterfeiting
One of Christoph Wyss’s key messages was the importance of brand protection and fighting counterfeiting:
“SWISS MILITARY and SWISS AIRFORCE are the only military brands officially licensed by the Swiss Federal Government for commercialization. The brand names and the Swiss cross symbol are protected under Swiss trademark law and the Swissness regulation. Together with our Chinese partners, we are building a product traceability system to prevent counterfeiting – through technical measures and legal cooperation. This ensures that consumers receive genuine SWISS MILITARY products.”
Political Support and Visibility
Swiss Consul General in Shanghai Sacha Bachmann visited the SWISS MILITARY exhibition area and congratulated the team on its contributions to Swiss-Chinese cooperation. A group photo was taken in front of the “QUALITY” theme stage to mark the occasion.
Further Information:
Official SWISS MILITARY Website: www.swissmilitary.swiss
Official swiss brands AG Website: www.swissbrands.swiss
Image credit: Sino-Swiss Business Forum