Swiss chocolate isn't the good stuff, somehow it's branded so people feel so.
If you're going for the absolute top, local chocolateries is the desire - They're good all over the continent.
But the step just underneath handmade artisan chocolate is Amedei and Neuhaus - Italian and Belgian respectively.
When we get into general higher consumer grade chocolate, then Swedish and Finnish chocolate tends to mock Swiss chocolate. Marabou and Frazer over Lindt any day of the week.
Toms and Pergale floors for slightly fancier stuff
Chocolate isn't as dominated by singular countries as some people think, but Swiss products are generally over priced and better products can usually be found within Europe