I work for a Swiss Financial Company and as far as I understand, MIFID II is really a mess. At the beginning it seems to only be for european countries. However since half of the clients of swiss financial companies are europeans, this companies have to be Mifid-compliant. Plus, it also concerns the custodian of the client.
Finally, the regulation has been finalized very late and every financial institution had a very unclear view of what to do by November 2017, let alone to implement it by January 3rd 2018.
So although stricto sensu this regulation does not apply in Switzerland, financial companies have agreed in a consensus to apply it as well in Switzerland, because if a client sue you and you are not MIFID II compliant, you can lose your banking license.