Global value chains (GVCs) have become the dominant form of industrial organization in the global economy. Although the economic outcomes of GVC restructuring have been measured and the determinants theorized, there is a lack of empirical research on the real processes of GVC restructuring and its impact on labour in the Global North. This article helps to address this gap by investigating the effect of the participation in GVCs on the lead firms' value-capturing strategies and on workers' ability to defend and improve their working conditions in the Swiss machinery industry. Based on a critical GVC approach and a qualitative study of two work conflicts, the study demonstrates how GVCs shape a variety of new strategies for capital and labour; enhancing forms of management strategies and weakening the possibilities for workers' counterstrategies by eroding collectivism and solidarity and promoting individualism among workers.