Hacker News Reader

I think it's just a (clever) part of their branding; Switzerland has long had an explicit policy of neutrality.

Not a super-reputable source, but succinct: http://www.wisegeek.org/why-is-switzerland-regarded-as-a-neu...

Official Swiss propaganda, but has more info: http://www.vbs.admin.ch/internet/vbs/en/home/documentation/p...

There's also a strong branding presence of Swiss products in UAE and China (including some brands you'd never hear of in Switzerland itself), there seems to be a very strong association of "Swiss Made" with luxury product. I've even seen opticians advertising "Swiss Glass"(?) in Hong Kong. Thinking back to a talk by the founder of Virtu, I wouldn't be surprised if the middle and far east are key markets for this type of product.

Reply on news.ycombinator.com