Well, they look like bunch of arrogant clueless idiots to whole world (I am seeing this story in various tabloids across Europe), if that was their mission then congrats to success.

It will also alienate non-trivial part of Swiss population, who are (rightly) patriotic to everything Swiss-made or grown. Few millions of direct losses in one of the wealthiest (albeit small) markets globally.

Is somebody from brexit team, ie Boris Johnson employed as consultant on this brilliantly executed move?