NVIDIA's prices are for the in-house model. The competitors' models are all custom models and cost more accordingly.
In addition, you pay less for GPUs in Switzerland than in our neighbouring countries (see my comment on another community question).

Then buy both and compare them. The only thing they have in common is the GPU chip. Everything else is configured and built by ASUS.

why don't you guys buy it on nVidia site or in other countries instead of whining?

it simple supply/demand..in 2019 there was plenty cards for <450CHF...nobody interested...everybody waited for "better" prices. Then came crypto mania, all sold out, same cards did cost >1000chf, and people purchased like crazy while whining about scalpers/evil sellers taking advantage of poor people. So many smart buyers ROFL

Due to different suppliers and delivery conditions, there may be price differences compared to other suppliers, especially in international comparison. We always try to set a price in line with the market, but this is not possible for all products.