Wow… I really must have overlooked this thread, quite some worthwhile information.
Migros Cumulus looks to me like it may be the best (free) all-around card in the Swiss market. eBill, insurances, a very popular points program, no foreign currency fees (though a moderate spread), insurances. They even include two free ATM withdrawals abroad for your holidays.
Does it include the best travel insurance or the highest cashback rates? No. But it’s looks like the card I would most likely recommend to the “average” Swiss person. People who aren’t penny-pinchers, frugalists or nerdy optimisers - but just willing to look beyond their main bank for their first or second credit card.
Me personally, I’ll probably keep my cashback cards for 1% at the supermarkets and big chains - or only cancel so that I can get sign-up bonus again. Speaking of which…
This is currently available with a 100 CHF sign-up bonus for IKEA “family members” (free membership).