Leaders of Uri, Schwyz and Unterwalden pledging alliance to a new Swiss Confederation, August 1, 1291
Illustration from Tableaux d’Histoire Suisse, Charles Jauslin

Switzerland celebrated its 723rd Birthday yesterday. The origins of the Swiss Confederation date from August 1, 1291, when the leaders of the 3 cantons of Uri, Schwyz and Unterwalden came together against the Hapsburg rule, forming an Everlasting League against foreign subjugation, to be a ‘one and only nation of brothers’. The legend of the Swiss national hero, William Tell, comes from this period.

Tableaux d’Histoire Suisse

The story is that William passed by the symbolic Hapsburg hat, placed on a pole in the main square as a representation of Austrian power, without the obligatory reverential bow. This irreverent act so enraged the local bailiff Gessler that he ordered Tell, a noted hunter, to shoot an apple off his son’s head as punishment for such provocation. Tell aimed his crossbow, fired, and split the apple in two with his arrow, saving his son. He later shot an arrow through Gessler, as well. Tell’s legend is a strong part of Swiss identity, a common man standing up for his rights. There is a monument dedicated to him in Altdorf, Uri, and his likeness adorns the back of our largest coin currency, the 5 franc piece. For many years, Tell’s crossbow was the symbol for Swiss quality goods.

Swiss Housewives 1930s Advertisement
“Tell in Everyday Life” by Ueli Windisch

This ad was done in the 1930s by an association of Swiss housewives to promote Swiss goods during the economic crisis. Much later, a Levi campaign which used a different male image for each country, choose William Tell as its Swiss subject. 

“Tell in Everyday Life”, Ueli Windisch