The .SWISS Top Level Domain (TLD) represents a digital public space for the Swiss community and individuals, organizations, or entities associated with Switzerland. It was introduced by the Swiss federal government, which holds the management rights.
The Internet Corporation for Assigned Names and Numbers (ICANN), the international organization responsible for managing and coordinating all domain names worldwide, accepted the application for the .SWISS TLD from the Swiss government in April 2014. This came after a significant process where the government had to prove a clear connection to the .SWISS domain, as non-country code TLDs are typical of organizations or generic words. The ICANN’s application website provides substantive details about this process.
The Federal Office of Communications (OFCOM) handles the management and use of .SWISS on the domestic front. Its goal with the new TLD was to allow entities that contribute to the Swiss community’s diversity and richness to present themselves in a digital world uniquely. It represents an essential bridge between the world wide web and the Swiss community, far beyond the geographical borders of Switzerland.
The application process for the .SWISS domain is regulated. Only entities with a clear connection to Switzerland in one capacity or another, such as legal domicile or head office or site in Switzerland, can register .SWISS domains. The Federal Office of Communication’s website provides an exhaustive list of the eligibility criteria.
Examples of notable .SWISS domains include swiss.ch, a leading Swiss news site, and watch.swiss, the online portal of Federation of the Swiss Watch Industry FH, showcasing Swiss timepiece industry. The reasoning behind these selections demonstrates the domain’s use and perceived value. By changing their domain to .SWISS, these entities affirm their clear Swiss identity or presence and simultaneously benefit from the trust, reliability, and high quality associated with Switzerland.
The launch of .SWISS was divided into phases according to rules set by ICANN. During the first phase known as the ‘Sunrise’ period, only trademark owners could apply for a .SWISS domain. It was followed by a so-called ‘Cooling-off’ period, where certain names related to public interests were reserved. Finally, in the ‘Go-live’ phase, all other eligible entities could apply for a .SWISS domain.
In conclusion, .SWISS acts as a substantial digital identity for Switzerland-associated entities, managed by the Swiss federal government and regulated by OFCOM. The TLD helps these entities strengthen their links with the international web-users, project a trusted Swiss image, and leverage the positive connotations of the Swiss brand.
Sources used:
1. ICANN’s Application Website (https://gtldresult.icann.org)
2. OFCOM’s information site about .SWISS [(https://www.bakom.admin.ch)]
3. ICANN’s website for Sunrise Information [(https://newgtlds.icann.org/en/program-status/sunrise-claims-periods)]
4. Some .SWISS website examples [(https://www.swiss.ch, https://www.watch.swiss)]
