The strong Swiss franc is putting Swiss exporters at a strong disadvantage to their foreign competitors, industry body Swissmem said, likening the firms to a sprinter who has to start behind his opponents.

"The unusually fast, around 20% appreciation of the franc against the euro and the dollar is enormously challenging for our export-orientated sectors," Swissmem President Hans Hess, told the lobby group's industry day in Zurich on Wednesday.

"It's as if the 100 meter record holder Usain Bolt suddenly had to start 20 meter behind his opponents in the Olympic final."

Uncertainty surrounding the euro zone's debt crisis and a faltering U.S. recovery have accelerated the currency's appreciation, with the Swiss economy's robust economic fundamentals also prompting investors to pile into the safe-haven franc.

The Swiss franc rose by a double digit percentage against the dollar and the euro in 2010 and has gone from one record high to another so far this year. It hit a record high against the dollar on Tuesday at 0.8302, on electronic trading platform EBS.

Hess said greater innovation was needed to reduce costs or increase the quality of Swiss goods as a way to offset the strong franc.

"Price reductions of 20%, which the Swiss franc's appreciation has made essential, can't be compensated just through savings," he said.

While exporters have weathered the franc's appreciation so far, trade data last week showed the currency's strength has started to take its toll on exports, with companies lowering prices to keep foreign buyers.

Actelion, Europe's largest pure play biotech company, warned on Wednesday the strong Swiss franc was putting margins under pressure.

Swiss custom manufacturer Lonza also announced on Thursday that it will be raising the weekly working hours from 41 to 43 for all of its employees at its Visp site. The 18-month measure, which will go into effect on Friday, is hoped to help boost the site's profitability.

"We have a high utilization and the plants are working at full capacity, but our profitability is troubled due to the negative exchange rate which increasingly diminishes revenue," said Visp site manager Stephane Mischler.

Negotiating trade agreements with the BRIC countries would also give Switzerland a competitive advantage over other countries and could compensate to some extent for the strength of the Swiss franc, Hess said.

In an interview at the weekend Hess said the Swiss National Bank should consider all options at its disposal to counter a fast appreciation of the franc, including forex interventions.