Ever heard of it?
According to www.graphicmania.net/understan… it's a style loved for its "precision, clarity, readability and typography".
I can understand the love.
Good typography is better than porn. It's one of those things that just makes my day seeing a beautiful piece of graphic design with the perfect typography. Anyone who has ever tried to put text on their work knows how horribly difficult it can be. You'll create something amazing only to ruin it completely with poorly placed text that just doesn't fit.
The Swiss style is great, and inspiring;
Just makes you want to get into some design right now doesn't it? It looks easy because there's a minimalistic aspect to the style but it's incredibly difficult to get everything just right.
What's important, I think, is that when you start a project already have the typography in mind. Even if the piece isn't from a typography style, if you plan on putting your signature a title in there, think about it before not after the fact!
Oh, and happy holidays!