We get meaning from the objects we buy, and this meaning may change when it gets to its destination. We, as a class, have followed the path of three products all over Switzerland to see how they are represented and marketed to both the Swiss and the tourists that are everywhere.
Swiss Army Knife (Victorinox):
This product is romantized through its placement on various cushions and behind glass cases. Its functionality, usefulness, and durability are representative of the Swiss culture through the advertisements and posters, but are curiously mostly geared to English speakers. The essence or aura of the Swiss Army Knife as a commodity is often overshadowing its actual intended use as a utility knife. There is high value on this product as "authentically Swiss" compared to other knock-offs or similar useful knives lacking the representation of Swiss-ness.
Swatch:
Swatch is synonymous with the mythology of Swiss precision and punctuality, and we have found that the value is equal to its practicality, and many Swiss people wear these watches proudly.
This product is often found for sale under actual Swiss clock towers, which shows how important time is to the Swiss culture.
Toblerone chocolate:
This product has taken on an iconic Swiss image, as it is modeled after the Matterhorn-- arguably the most famous and recognizable mountain in the country. This product is found in all locations where tourists are: namely gift shops and duty-free airport shops. Even though it is beloved by tourists, the actual chocolate product is regarded as lower-end by Swiss chocolate standards, but popular among the grocery-store chocolate market. It can be found in Swiss confectionaries, but its usually used to draw in customers to the shop without being the main focus.
As we have done our ethnographies of these objects, we have drawn conclusions about what they really represent to their market. They are a representation of Swiss-ness that tourists can take home a part of to become part of what Morgan & Pritchard would call their "identity" and "memory" once they are back at home.