Beyond Reputation: the Legitimacy of Swissness

We are delighted to invite you to an exclusive event, “Beyond Reputation: the Legitimacy of Swissness,” co-hosted by Leidar and legitima, and in partnership with the CCIG. It will take place on Wednesday, 3 June 2026, from 18:00-20:00, at Maison de l’Économie in Geneva (Boulevard du Théâtre 4).

Swissness is one of the most valuable national assets in the world. It adds up to 20% to the price of a product on average, and up to 50% in luxury and watchmaking. Switzerland ranks first globally for reputation, trust, and governance. But reputation only tells half the story. Beneath it sits legitimacy: the acceptance that Swiss origin means quality and reliability before the question is even raised. Reputation moves with the news cycle. Legitimacy moves with decades.

Based on an original study covering 19 countries, 13 languages, and 48.8 million data points, we will examine how Swissness is discussed today, where pressure is building, and what this means for Swiss companies and institutions. We will also introduce practical frameworks for monitoring legitimacy alongside reputation, and for assessing organizational exposure to the forces shaping their environment in the years ahead.

Agenda:

We hope you will join us for what promises to be an insightful discussion to help you navigate how companies can protect the legitimacy behind their Swissness advantage.

Please RSVP by May 25th to confirm your attendance. Please note that spaces are limited, and registration will be on a first-come, first-served basis.

We look forward to welcoming you!