During the nineteenth century, watchmaking, leading sector to the canton of Geneva, goes through crises of varied nature and intensity. Manufacturers, traders and the canton seek to support the sector by reviewing the quality of their supply. The issue is important because the democratization of the consumption of watches on the European and American markets requires offering watches of different qualities. This adaptation to the demand reveals the divergent interests between the manufacturers worried about maintaining the prestige of their supply, the traders interested in the sale of watches of varied origins and the State eager to preserve jobs. The extension of the qualities of the watches of the Genevan Factory raises the question of the identity and the reputation of the supply. From 1870s onward, the rise of both national and international competition leads to a greater discipline of the production and the commercial practices. The development of legal protections on the name of Geneva, on the industrial and intellectual property of the models in Switzerland becomes essential. At the same time, the optional Poinçon (hallmark) of Geneva guarantees every aspect of the watch’s performance, “made in the canton” stands out as an official certification allowing the identification of a good watch of Geneva.