Don't know of that 65 CHF rule but here's what I know
Upon import there's 2 things you have to pay.
VAT: 2.4 or 7.6 % depending on the product
Duty: Depending on the product. For a lot of products there's 2 duty fees. One if the country of origin is within the EU and you need a EUR1 certificate to prove that. Another one if it's not from the EU.
Usually the EU duty is a lot lower and a lot of products are duty free from within the EU.
The swiss duty tariffs can be researched online
http://xtares.admin.ch/
What is it you would like to import?