Switzerland prides itself on a reputation for building impeccably accurate timepieces, and creating and maintaining that brand can be tricky. The country's watchmakers are protesting rules that allow watches with only 50% Swiss-built mechanisms to carry the "Swiss Made" label. "The watch today is a cultural good, it's a useless good really, everybody has a mobile phone [to tell the time] so why do people pay so much for a Swiss watch? It's precisely because it's embodying what we call authenticity," says the University of Neuchâtel's Olivier Crevoisier.

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