In dairy cattle breeding, the breeding work is carried out mainly to increase the milk productivity of cows, which often leads to a decrease in the reproductive qualities of the breeding stock. Therefore, practicing breeders are faced with the task of studying and improving the qualities of animals associated with the reproduction of the herd. At the same time, in the conditions of a decrease in the number of livestock, the issue of preserving and improving the reproductive properties of animals is also put forward in the first position. For design breeding problems, it is necessary to have information about the genesis of reproduction. The conducted studies covering the period 2011-2020 reveal the dynamics of significant reproductive indicators – the age of the first fruitful insemination, the number of inseminations per fruitful one, as well as the open days in the first lactation of the breeding stock of the Swiss breed. In the process of its improvement, the age of the first fruitful insemination of animals decreased. The multiplicity of insemination and the associated open days in the first lactation do not have a stable nature of changes. To obtain more informative data on the level of organization of the biological system under study, the entropy – information analysis was used in the study. The age of the first fruitful insemination at the initial stages was poorly controlled, with an absolute organization (O) having values from 0.168 bits (H=3.292 bits) it was found however, during the selection process, the controllability of this system increases (O=0.873 bits; H=2.586 bits). The most controlled feature throughout all stages is the multiplicity of insemination (O = 0.401...1.147 bits; H=1.921 ...1.175 bits). The least controlled is the open days (O=0.136...0.604 bits; H=3.449...2.981 bits). The obtained results of the study contribute to the conduct of purposeful breeding of Brown Swiss cattle, taking into account the reproductive ability.