Both players put their open hands together with their thumbs locked and fingers outstretched to make what looks like the double-headed eagle displayed on Albania's national flag.

"I think about this, I don't want to speak," Shaqiri, who also took off his shirt in celebration after scoring, said.

"In football, you have always emotions. You can see what I did, and it's just emotion, and I'm just happy to have scored the goal.

"I did it, and we don't have to speak about this."

The gesture is likely to inflame tensions among Serb nationalists and ethnic Albanians.

Shaqiri was born in Kosovo, the former Serbian province that declared independence in 2008.

Serbia doesn't recognise Kosovo's independence and relations between the two countries remain tense.

Xhaka's parents are from Kosovo and they are of Albanian heritage. His brother plays for Albania's national team.

Serbia's players did not react to the eagle gestures.

"I don't have any comments," Serbia coach Mladen Krstajic said.

"I don't deal with these things. I am a man of sports and this is what I'm going to stay being."

In the tournament's first come-from-behind victory, Xhaka made it 1-1 in the 52nd minute with a powerful shot through a crowded penalty area.

Shaqiri snared the crucial goal in the 90th minute after he beat the off-side trap and slid home the winner at the death.

Their celebrations were emotional and could overshadow Switzerland's victory.

"You should never mix politics and football. You should always show respect," Switzerland coach Vladimir Petkovic said.

"It's a wonderful atmosphere and a positive experience and that's what football should be about."

Aleksandar Mitrovic scored for Serbia with a header in just the fifth minute.

The win puts Switzerland into second place in Group E with four points, same as Brazil but behind on goal difference. Serbia are on three points - all three can top the group dependent on final matchday results.

The Swiss will play already eliminated Costa Rica on Wednesday while Serbia will face Brazil at the same time.

Serbia had chances to increase their lead before halftime at Kaliningrad Stadium.

Mitrovic came close in the 19th minute when he controlled a cross from Branislav Ivanovic on his chest and sent a bicycle kick over the bar.

Shaqiri was constant threat to Serbia's defence, while the Swiss midfield recovered after a shaky start to dominate in the same way it did against Brazil in their first match.

"We had a rollercoaster ride. They went 1-0 up and we found our balance in the second half," Petkovic said.

Mitrovic was a handful for Switzerland and their decision to double team him paid off in the second half, though Serbia had a strong appeal for a penalty when two defenders appeared to wrestle Mitrovic to the ground as he tried to head a cross.

Australian Associated Press