The Made in Germany label for jewellery and watches is an initiative of the German Association of Jewellery, Watches, Silverware and Supplying Industry (BVSU). The associated seals are registered trademarks of Deutsche Schmuck und Uhren GmbH, the service company and wholly owned subsidiary of BVSU. They represent a hitherto unique distinction within the industry.

With the Made in Germany initiative, German jewellery and watch manufacturers stand with their name for German manufacturing and the highest quality. They offer end consumers reliable decision-making criteria when making their choice and ensure that jobs are safeguarded in Germany, as well as preserving the knowledge of important crafts such as watchmakers, goldsmiths, engravers and gemstone setters.

According to German jurisdiction, product-specific advertising with Made in Germany is permitted if the essential production process, through which the product acquires the characteristics relevant for the special appreciation, takes place in Germany. In addition, the end consumer focuses on many qualitative aspects that he or she expects from a product that is labelled with the slogan Made in Germany. This is because Made In Germany is synonymous with quality and durability for customers worldwide. Starting with an attractive design created in Germany, the best workmanship and the highest precision through a combination of the latest manufacturing techniques and traditional craftsmanship. Domestic quality assurance and practiced sustainability, for example through the use of high-quality, recycled precious metals and diamonds from conflict-free areas, also play a decisive role.

With the Made in Germany initiative, German jewellery and watch manufacturers stand with their name for German manufacturing and the highest quality. They offer end consumers reliable decision-making criteria when making their choice and ensure that jobs are safeguarded in Germany, as well as preserving the knowledge of important crafts such as watchmakers, goldsmiths, engravers and gemstone setters.