Starting on 11 January 2016, the .swiss internet domain is no longer restricted to company names and trademarks. The general registration has been opened for applications for names of products, slogans, geographical designations or made-up names, as well as for generic addresses which relate to a sector as a whole (e.g. hotel.swiss, watch.swiss). The applicants – companies, umbrella organizations, sector representatives – need to have a registered office and administrative site in Switzerland and show a clear connection with the requested internet address.
More information here.