JMHO. similar made-up history as e.g. Gevril and many others. in the end it's pure marketing with stolen old Swiss names that are no longer used or gone.
further problem: Swiss authorities are not interested in protecting the names. swiss made is NOT protected ! so most of that glitzy stuff is made in Asia, transferred to e.g. Israel or a duty-free warehouse in Switzerland, and then imported to the US, where "Johnny Miller" of the customs reads "switzerland" on the delivery note...
