Truth

The puppy passport: when 2026 meets 1974

New article1 June 2026

A puppy's quality doesn't live in a passport stamp. An honest take on canine nationalism.

The puppy passport. Or: when 2026 meets 1974. There's a scene that keeps repeating itself. A family contacts us. We talk about health. About selection. About clinical checks. About animal welfare. About socialisation. About how the breeding dogs live. About how the puppies grow up. About documentation. About transparency. And then comes the question: "But is it Swiss?". Silence. As if we'd just discovered the secret parameter that determines a dog's quality. Not the checks. Not the genetics. Not the imprinting. Not the competence. Not the welfare. No. The stamp on the passport. At that point, all that's left is to ask about the canton's blood type.

The curious case of canine nationalism

There's a fascinating belief: if a puppy is born within certain geographic borders, then it's automatically better. Like chocolate. Or watches. Too bad dogs aren't watches. And, above all, that they don't read maps. A puppy doesn't know whether it's in Zurich, Vienna, Milan or Bratislava. It does know, however, how it's treated, how much space it has, how many positive experiences it lives, how it's socialised, how much time people give it. Apparently insignificant details. Much less important than the postcode, it seems.

The problem isn't Switzerland

Let's be clear: there are extraordinary Swiss breeders. Real professionals. Competent people. People who invest time, money and passion. But there are also mediocre breeders. Exactly as in any other European country. Nationality is not a quality certification. It never has been. An excellent kennel stays excellent wherever it is. A mediocre kennel stays mediocre even if it's in the most expensive neighbourhood of the Confederation.

The question almost no one asks

Almost no one asks: "How much time do the puppies spend with people?". "What checks are carried out on the breeding dogs?". "How is socialisation managed?". "How is behavioural balance developed?". "What health protocols are applied?". Many people instead ask: "But is it Swiss?". It's a bit like buying a car without looking at the engine, safety, reliability and maintenance. But carefully checking the dealer's postcode.

Welcome to the museum of stereotypes

Sometimes it feels like stepping into a time machine. Destination: the 1970s. When a flag was enough to decide whether something was good or bad. The world, however, has moved on. Serious cynology has moved on. Controls have moved on. Selection has moved on. Transparency has moved on. Some ideas, on the other hand, are still parked there. Next to the rotary phones and typewriters.

We choose families too

This is the part that always surprises someone. Many think the process is: family chooses puppy. The end. Actually, no. We also observe. We also evaluate. We also choose. Because our job isn't to place a puppy: it's to find the right place for that puppy. And honestly? Families who only reason in geographic stereotypes are rarely the ones that move us most. We like curious, open people who ask intelligent questions and look for facts. Not slogans.

A simple proposal

If for someone the only criterion is "it must be Swiss": perfect. Really. There are excellent Swiss professionals, there are waiting lists, there are dedicated paths, there are high prices. And that is an entirely legitimate choice. But if a family wants to know how a puppy lives, how it's raised, how it's selected, how it's followed up and what real guarantees stand behind the journey, then we're already speaking the same language.