Why is your best choice in Europe

At home, at headquarters www.whygeneva.ch A few of the many top companies that rule from Geneva talk about why they are here…

Caterpillar Columbia Sportswear DuPont easyJet Electronic Arts Firmenich P&G Richemont Group

… as do some new ones that have just arrived! Contents A small area with room for talent Headquarters of global brands Why Geneva succeeds as a business base 2 Something hard to imagine if one doesn’t know Geneva has never been a one-industry town. If the Diversity and density Geneva well, is the extraordinarily high density city was once upon a time famous for its medieval Pierre-François Unger, Minister of Regional of decision-makers present here, on a territory fair and, later on, for its private banks and fine Affairs, Economy and Health, on Geneva’s that covers only 282km2. With UN standard-­ , Geneva has added many other high rare combination of expertise 3 setters, government missions and consulates ­value-added industries to its portfolio: financial ser- New in Town 4 from every country, global companies and major vices of all kinds, commodity-trading, flavours and P&G’s second health care industry associations, research institutes and fragrances, high-end watches and jewellery, con- joint venture in Geneva 6 influential NGOs such as the World Economic sumer products, trade, biotech, medtech, cleantech, Forum, Geneva may possibly have the largest ICT, micro and nano-technology… Over 930 multi- The new wave of tech solutions concentration of thinkers and doers in the nationals are now based in Geneva – among which HP Innovation Centres goes upstream 8 world. 130 have their headquarters here! Ahead of the game Electronic Arts explains why Geneva Multinationals that establish themselves in Geneva Diversity entails two benefits. First, although all in- is a great business platform 9 for other reasons – be it because they seek a dustries suffer setbacks, they do not usually all have Mr. Pierre-François Unger Strong commitment stable legal and political environment, a central to face them at the same time. Second, a concen- The Richemont Group speaks time zone, easy access to the rest of Europe, tration of diversified activity in one small place allows Minister of Regional openly about its plans in Geneva 10 excellent business conditions, a diverse eco- creative forms of synergy to happen. Diversity, there- ­Affairs, ­Economy and The capital of flavors and fragrances nomic fabric or a multicultural workforce – often fore, acts as a buffer during times of crisis and helps Health of the ­Republic discover that, simply being here gives them spur new opportunities. This issue of “Why Geneva” and State of ­Geneva Collaboration of Firmenich and 13 access to information and contacts available will just show you how multinationals contribute both nowhere else. to the diversity and density of expertise in Geneva. From backpackers to business travel How easyJet responds to the needs of Geneva-based executives 14 Genève Aéroport A well-kept secret is out 15 “There is an astonishing cluster of US blue chip R&D for the aircraft of 2025 companies in Geneva,” says ­Martin Naville, The headquarters DuPont Aerospace industry in Geneva 16 Director of the Swiss-American­ Chamber of Commerce. “Just look out the window!” Columbia Sportswear Company 17 of global brands Indeed, 931 multinationals from all over the Cat headquarters for over 50 years 18 world currently have a base in Geneva – Why Geneva succeeds as a business base with 130 of them making their headquarters How to make relocation work 20 in Geneva, usually for the Europe, Middle East “An old and close relationship” and Africa (EMEA) region. Together, these Number One in the “Good for Business” category further qualities: a high concentration of decision-­ Swiss-American Chamber of Commerce 21 multinationals employ over 76,000 people for the third consecutive year and as Number One makers, clusters of industry that cover a diversity (34% of private employment) and contribute country brand for “Investment Climate, Regulatory of sectors, a cosmopolitan workforce, excellent Top of the class for almost 90 years 43% of the canton’s GDP. Environment and Quality of Life”. Country Brand quality of life and one of the world’s best-connec- The International School of Geneva 22 Index measures and ranks global perceptions re- ted and easy-to-access airports. How did such a small place become the base of garding individual nations (e.g. culture, industry, choice for so many global companies? Part of economic vitality and public policy initiatives). Na- So where does one start if one is interested in the explanation is historical – a steady trickle of ming Switzerland Number One overall, the report joining the Geneva flow? “The Economic Develop- Impressum companies came to Geneva in the 1920s and, notes: that “Backed by a strong value system and ment Office is the front door for any company inte- Publication: WG – Why Geneva Nr 22 • Spring 2013 edition again, in the late 1940s, when the rest of ­Europe stable economy, there’s nothing a peaceful popula- rested in locating to Geneva,” says Daniel Loeffler, Editor: Geneva Economic Development Office • Rue des Battoirs 7 was still in chaos from the two World Wars. But tion can’t do”. The World Economic Forum’s 2012- Director of the Geneva Economic Development P.O. Box 740 • CH 1211 Geneva 4, Switzerland Phone: + 41 22 388 34 34 • Fax: + 41 22 388 31 99 to understand why have so many stayed – 2013 Global Competitiveness Report also ranked Office. “We are especially eager to welcome high Email: [email protected] Project Manager: Elisabeth Tripod-Fatio – [email protected] P&G: 60 years; Cargill: 57 years; Dupont ­Switzerland as Number One for its “sound institu- value-added activities that help the local economy Content: Sarah Meyer de Stadelhofen and Caterpillar: 50 years – and why new ones tional environment, excellent infrastructure, efficient develop over the long term and promote sustai- Graphic design: www.colegram.ch Photos: Photos used in this edition are mostly provided join them every year, it is interesting to look at markets and technological innovations”. nable development in the canton.” by the companies and organizations featured. Copyright: © Geneva Economic Development Office. the assessments of independent comparisons. Use of content of this edition requires written The 2012-2013 Country Brand Index (CBI), pro- In an uncertain business world, Switzerland’s proven authorization of the Geneva Economic Development Office. *FutureBrand is a brand strategy and design consultancy Reproduction of content from this publication must mention duced by FutureBrand*, ranked ­Switzerland as record for stability makes it a haven. ­Geneva adds of the McCann-Erickson WorldGroup. information relative to this copyright. 2 3 o w n Corbus expands Media Vision o w n from its Geneva N e w i n T base opens in N e w i n T Geneva

“We’re the best little company you’ve never heard of,” Both Mr. Evans and Mr. Schaller note that the con- Media Vision produces the latest in conferencing boardrooms, training centers, university auditoriums, states Jason Evans, Senior Vice President of centration of multinational headquarters and EMEAs microphone systems and language interpretation council chambers and many other meeting facilities Corbus. Until recently the company maintained a in Geneva was an essential draw for the company: technologies, products that the company calls across North America and Europe. “This experience low profile, quietly providing supply chain outsourcing, one of Corbus’ most important clients, P&G, has a ­Diplomacy TechnologyTM solutions. “Setting up a is what is most in demand and will be very valuable project management and IT solutions to clients major presence here. “The services we offer are base in Geneva, at the center of world diplomacy, to technology integrators and consultants in Switzer- around the world. “We’ve been a start-up with a geared to Fortune 1,000 companies so we see a is a natural move for us” says Fardad Zabetian, land,” he says. global footprint,” says Mr. Evans. lot of opportunities with our existing customer base CEO of Media Vision, “not only because these here,” explains Jason Evans. “One main objective organizations are a prime client for our technology The company reports a smooth move to Geneva. But now, Corbus is determined to become a house- is to have more activities in the local market.” Corbus solutions, but also because supporting international “Within a week, we were able to register the company, hold name. “Now is a good time for Corbus as economic is now making the most of Geneva’s accessible cooperation is our core mission.” find an office space and start presenting our new pressures are forcing companies to have more effi- atmosphere in ordre to widen its contacts, in par- solutions to various partners,” Mr. Zabetian. “The Eco- cient supply chains,” explains Dominique Schaller, ticular through the network of the Swiss-American The fact that so many global companies have a head- nomic Development Office provided us with reliable Switzerland Operations Head. “Doing more with Chamber of Commerce. “80% of our customers quarters in Geneva adds to the city’s attractivity. professional contacts who were useful for us to fully less – that’s our expertise.” have an entity or operations either here or in Zurich, “Whatever the state of the global economy, we feel understand the market, establish our operations and a quick train ride away,” remarks Mr. Evans. “Our that the business environment in the Geneva area will be best positioned for success. The Office was also To expand operations across Europe, Corbus re- French and Belgian customers are happy that we always maintain the dynamism that drives growth and very receptive to our numerous questions regarding cently set up offices on two floors of a building in are in Geneva.” opportunities for Media Vision,” explains Mr. Zabetian. rules and regulations, employment laws, tax laws and the center of Geneva. Jason Evans sees the large more. Now we are looking forward to making the most office as an indication of Corbus’ commitment. The ability to recruit high-level people was another According to Fardad Zabetian, the Media Vision team of the networking opportunities it has to offer.” “We’re not taking a ‘try & buy’ approach, we’re in factor in Corbus’ decision to set up its base in Geneva. in Geneva brings the experience of thousands of Geneva to stay and that will be seen in our hiring “Getting the right people is key to our expansion in unique installations in video teleconference (VTC) www.mediavision-usa.com practices and how we integrate into the community.” Europe,” states Mr. Evans. “Geneva is an international city so it’s easy to find people with the right language “80% percent of our skills and multicultural experience and contacts.” customers are here” some 120 regular destinations, including over Jason Evans adds that Geneva’s financial center Geneva-Beijing twenty intercontinental routes, serves a dense pool Corbus, founded in 1994 as a subsidiary of Soin has also been an asset. “Working with the banks of passengers, many of whom are working in the ­International, has its headquarters in Dayton, Ohio here has been an easy process – and that’s crucial multinational companies and international organi- and its delivery centers in India. Given this global when you are in expansion.” non-stop! zations based in the region. “Beijing has long been spread, Geneva’s location makes the city the perfect one of our priorities, for business travellers as well business base for European operations, explains The Geneva business community is pleased to wel- Air China has opened four weekly nonstop round- as for tourists,” says Robert Deillon, General Di- Mr. Schaller. “Geneva time is six hours after Singa- come Corbus to the area. “Corbus will contribute to the trip flights between Geneva and Beijing. These new rector of Geneva International Airport. pore and six hours ahead of the United States,” he international reputation of Geneva while benefiting from direct flights have been scheduled to offer optimal says. “Also, it’s convenient to be in a small city with Geneva’s strategic location and the abundant business time conditions for business hours and transit in both such an excellent airport in the middle of Europe. opportunities here,” says Daniel Loeffler, Director of cities. With the new service to and from ­Geneva, We handle all our value-added EU operations from the Geneva Economic Development Office. Air China, a member of Star Alliance, expands its here, except for the UK and Ireland, where we al- service network across Europe to twelve major air- ready have an office.” www.corbus.com ports. Geneva International Airport, which covers 4 5 PGT Healthcare, with Teva Pharmaceuticals. Also P&G has also achieved a high profile in Western Xx headquartered in Geneva, PGT Healthcare blends Switzerland as a great place to work. For the past the strong category presence and complementary four years, the company has turned up consistently expertise of both partners to develop, manufacture as “Top Employer” in surveys conducted by Bilan and market more than 160 OTC brands in more magazine. P&G’s flexible approach to working hours than 65 countries around the world. “This new busi- and working from home, opportunities for personal ness model leverages P&G’s capabilities in the field development and internal promotion are all reasons of brand building and consumer-led innovation,” why P&G is considered a great employer. says Ms. Reeb-Landry. “We want to go with our 60 years strengths and grow in this area.” Ms. Reeb-Landry considers it “normal” that a com- pany like P&G should do all it can to attract, keep She adds that these joint ventures are headquar- and develop talent. “To innovate and develop prod- in Switzerland tered in Geneva “because of synergies with our ucts that suit consumers everywhere, we know that other business here – and for all the other good we need to keep diverse gender and cultural rep- reasons that we came to Geneva and have stayed resentation inside the company,” she says. P&G’s headquarters in Geneva here for 60 years!” Xxx One of the ways P&G interacts with the local busi- If P&G appreciates Geneva, the feeling appears to ness community is through a series of annual con- be fully reciprocated by the locals. The company is ferences on innovation. Co-hosted with the Geneva If you ask Frédérique Reeb-Landry, Director General P&G has expanded its traditional consumer lines not only respected as one of the canton’s largest Economic Development Office, these events have Public Affairs, P&G Switzerland, to explain why to over-the-counter (OTC) health care. employers – with about 3,000 people working in the explored trends such as open innovation and the P&G is still in Geneva 60 years on, she answers Geneva offices – but also gets high marks for pro- impact of digital technology. At the same time, they that it is for the same reasons the company came Two P&G health care companies in Geneva moting sustainable development and gender equal- offer an opportunity for business people across the here in the first place – only even more so. The consumer health care industry – an extraordi- ity and for its sense of corporate responsibility to Geneva economy to meet and network. nary range of products and diagnostic devices that the local community. “We have a well-integrated, “The reasons why P&G chose Geneva in the 1950s we can already buy over the counter – is a nearly constructive relationship with all government levels,” P&G has also been active in seeking open innovation are still valid today,” says Ms. Reeb-Landry. “Geneva $200 billion industry and is still growing fast. Given says Ms. Reeb-Landry. relationships with start-ups and small-to-medium- is a business-friendly base in the center of Europe P&G’s expertise in consumer research and marketing, sized companies. For example, at the LIFT tech- – ideal for doing business with Asia or the US. And the company’s move into over-the-counter health “This relationship, she adds, reflects the importance nology conference in Geneva in February, P&G’s Switzerland’s economic and political long-term care is a natural development. of the many global companies with headquarters Global Business Service organization launched the thinking offers predictability for business decisions. here. Multinationals in Geneva employ more local “P&G Start-up Challenge” to search for innovative Perhaps that kind of stability, given the realities of “Switzerland’s long-term people than local companies do.” ITC start-ups. “R&D is especially strong at P&G but today’s world, is even more valuable now than it thinking offers predictability we also believe in looking outside,” explains was in the 1950s!” for business decisions” Ms Reeb-Landry. “More than half of our products have elements or components coming from open P&G, an $84 billion global company, celebrated its P&G created its first OTC health care joint venture innovation found outside the company.” 175th anniversary in 2012. Geneva has developed in Geneva in 2007. Swiss Precision Diagnostics, Photo from left to right: H.E. Mr. François Barras, into becoming the headquarters office for the EMEA a joint venture of P&G and Alere, is now a leading Ambassador and Consul General of Switzerland in New York, www.pg.com region and for several Global Business Units such supplier of home pregnancy and fertility/ovulation Ms. Catherine Lalive d’Epinay, Geneva Economic Development as Fabric Care, Hair Care and Salon Professional. tests. In 2011, P&G dramatically expanded its OTC Officer, Mr.­ Winston Griffin, VP P&G Global Operations, Ms. Frédérique Reeb-Landry, General Director Public Affairs, Now, with two joint ventures based in Geneva, health care business through another joint venture, P&G Switzerland, H.E. Mr. Manuel Sager, Ambassador of Switzerland to the United States

At home in Geneva P&G honored with the Geneva Economy P&G wins Tell Award 2012 • HQ for Europe, Middle East and Africa Award 2013 With a presence in Switzerland for 60 years, P&G • HQ of global businesses such as Fabric The Geneva Economy Award recognized P&G is one of the great success stories among the many Care, ­Retail Hair Care, Wella Company, for outstanding contributions and positive impact multinationals that run European operations from Braun and Prestige (partly) and Global to Geneva in terms of international influence, Geneva headquarters. Now, Switzerland has offered ­Development Markets capability to innovate, growth strategy, social a public “thank you” to Procter & Gamble: the 2012 • Serving about 120 markets from Geneva responsibility and the number of jobs created. Tell Award. The Switzerland Tell Awards, named for • About 3,000 employees: one of the Swiss folk hero William Tell, honor US companies canton’s biggest employers A great boss that have conquered the European/EMEA market In 2012, the business magazine Bilan named from a base in Switzerland. The Switzer­land Tell P&G “Best Employer” in Western Switzerland Awards 2012 Ceremony took place at the new – for the third year running. Bloom­berg Center in New York in March 2013. 6 7 “We established our international headquarters in Moving beyond The serious Geneva for a variety of reasons and one of the benefits has been a fresher perspective,” explains technology business Tiffany Steckler, Communications Director of Electronic Arts International. “In Geneva, you are to the Business in the center of Europe and that forces you to view of games each single market around you in an equal, objec- of Innovation Electronic Arts brings tive way.” A look inside the its products to market As the headquarters of EA International Publishing, HP Innovation Centre the Geneva office performs a mix of functions: from Geneva marketing, sales, consumer outreach, distribution in Geneva and supply chain management, human resources, finance, etc. Mr. Paul Jeremaes, ­Director of the HP “Geneva is our business platform for bringing our ­Innovation Centres games and services to markets across Europe,” EA Sports FIFA 14 says Jens Uwe Intat, Senior Vice President and General Manager for EA’s European Publishing. Technology is the great enabler. But how do you practical “rapid concept prototypes” that show where “Our activity scans a deep variety of entertainment know which technology – if any – is right for your technology solutions can have maximum impact. choices and national cultures, and Geneva is a good company? place from which to understand our consumers, Mr. Jeremaes set up the first Innovation Centre in trends and market behavior country by country.” Not long ago, the role of a “computer company” like Geneva thirteen years ago. Since then, HP has HP was to create new hardware. What you did with created other Centres in different cities to meet the Anyone who has ever played a game from The Sims it was up to you or your IT organization. increasing demand for innovation services in today’s knows that one of its more quirky aspects is the un- “creative economy”. From Geneva, Paul Jeremaes intelligible language the avatars speak. This Sims But this tech-centric, tech-first solution is no longer and his team now form part of an extensive network “language”, “Simlish”, may be a creative way around adequate, says Paul Jeremaes, Director of the of subject matter experts who contribute to joint the problems and costs of localization, but it also re- HP Innovation Centres. innovation initiatives with clients, guiding research flects a larger philosophy. “We make games for a and the development of prototypes. global audience,” says Dr. Intat. Providing what he “Innovation has gone far upstream,” he explains. In the 1970s, computer games were a pastime for calls a “compelling, deep-experience” for people “Any company considering the introduction of new “Geneva’s international dynamic kids. By the 1990s, they had become an established everywhere is creatively demanding. “Even the busi- technology needs to understand the business ben- is an important benefit” industry. In 2011, in the US alone, consumers spent ness side takes place in a constantly innovating en- efits and possible end-user reactions. The challenge $24.75 billion on video games, hardware and ac- vironment,” he says. “Nothing stays exactly the same.” now is to, first, determine user needs and innovate “Business advantage is obtained from “smart ideas” cessories. And there’s still no plateau in sight: In- to solve those needs in new and useful ways, look- and not just the latest technology.” Mr. Jeremaes ex- ternet connected consoles, PCs, mobile phones and “Geneva is a good place ing at IT as a true business enabler.” plains. “Technology is one important dimension among tablets are bringing new games, new genres, eas- to understand consumers, many that are considered during innovation sessions ier access and new ways to play to more consum- trends and market behavior Paul Jeremaes is seated inside the original HP In- at the Innovation Centres. The aim is to ensure that ers. Today’s industry estimates show the worldwide country by country” novation Centre in Geneva, perhaps best described organizations are able to obtain the best return from number of gamers is more than 1.5 billion people. as a colourful stage-set. Mr. Jeremaes and his team their IT investments and harness the full potential Some 80 people work in the Geneva office, a mix use this environment to help clients move beyond behind their innovative ideas. “We have a proven One of the companies leading this evolution (or, of nationalities and cultures, many of whom were “business as usual” to gain insight into alternative track-record with clients from all major industry seg- perhaps we will look back on it as a “revolution”) is hired locally. “I can tell you that during the football scenarios, what Mr. Jeremaes calls “the art of the ments who are able to demonstrate the real benefits Electronic Arts (EA). For decades, EA has been season, there is a lot of rivalry!” says Tiffany Steckler. possible”. “We design different experiences to help obtained from the business of innovation with HP.” making some of the most famous games franchises “We are very aware of the highly skilled local talent clients explore and discover innovative business in the business: EA SPORTS FIFA Football, Battle- pool both technically and creatively, as well as the breakthroughs,” he says. “The methodology we use Managing HP’s innovation services from Geneva, field, Need for Speed, games based on “Harry Pot- university environment here.” enables us to customize these innovation experi- he concludes, is a natural choice, given the many ter” and “The Lord of the Rings”, and The Sims ences according to a client’s particular corporate multinationals here and the Lake Geneva Region’s series, including the newly-released SimCity. Having a base in Geneva, she adds, has an added culture and industry.” dynamic economic tissue. “If there is any place in appeal for the younger employees involved in the the world where an innovation company could ex- Creating games that appeal to people all over the gaming industry. “Our employees are in their low to Client engagements typically involve a two-day ex- periment and customize its offer to diverse compa- world demands a special kind of cultural openness. mid-30s, so the sporting opportunities offered by perience at the Innovation Center to take a group nies, it would be here. We have always seen Geneva And that is one of the reasons why Electronic Arts Lake Geneva and the mountains nearby are much of business executives through all phases of the as a cross-industrial location.” relocated its International Publishing headquarters appreciated.” innovation process, from “spotting the opportunity” to Geneva in 2006. www.ea.com to “solution planning”. The goal is to come up with www.hp.com 8 9 if you buy a from , it has The capital been made by Vacheron Constantin. Richemont only orchestrates the music, through our central of luxury and regional structures, and by offering the best expert support services in areas such as finance, The Richemont Group IT, intellectual property, legal, real estate, HR, logistics, treasury, tax, after-sales service, etc. Thirteen of explains why it directs our nineteen brands are more than a century old and, together, our brands combine over 2,000 years some of the world’s of history, savoir-faire and passion. greatest names What challenges are you facing, especially in from Geneva the watchmaking segment? The first challenge is geographical: in our markets, we have to stay relevant and desirable for our traditional western clientele and its new young generations. In other words, while serving the surge in demand

The Richemont Group owns some of the world’s of our Maisons – Vacheron Constantin, Piaget, Watchmaking to develop new technologies, and, leading luxury goods companies – its Maisons – in Baume & Mercier, – as well as our most importantly, the Learning and Apprenticeship jewelry, premium accessories and luxury watches. joint venture, the Polo Ralph Lauren Watch & Jewelry Centre for Haute Horlogerie. The total Campus Over the past decade, The Richemont Group tripled Company, also have their headquarters in Geneva. population should reach 900 by 2020. For us, the its turnover and, in 2012, increased profits by 51%. These brand headquarters focus on strategic ac- Campus will contribute to developing and maintaining The company expects 2013 profits to grow by another tivities such as creation and design, marketing and the craftsmanship involved in watchmaking, will train 30%. WG asked Richard Lepeu, Co-Chief Exec- communication, strategic planning and exercise young people and will foster the development of the utive Officer, about Richemont’s activities and leadership over the worldwide distribution network. Group’s employees. plans for the future in Geneva. Several Maisons have also established boutiques in the heart of Geneva, serving an international cli- “Thirteen of our nineteen brands How do you see the luxury industry in your cat- entele. Of our over 27,000 employees worldwide, are more than a century old. egories developing over the coming years? 8,400 are in Switzerland and 2,260 in Geneva. Together, our brands represent Our customers are undoubtedly part of a so-called over 2,000 years of history, niche market but it is obvious that a fast-growing Contrary to globalization, Richemont also manu- savoir-faire and passion” number of people throughout the world, most of factures in Geneva. Why? whom are in the so-called BRIC countries, are at- Our supply chain system is highly efficient at serving Your brands are managed independently as tracted by our products and are able to afford them. our markets and customers worldwide. But fine separate “Maisons”. Why did Richemont choose Besides Greater China, an obviously dynamic market, watches demand specialized expertise. Geneva has this structure? we are investing in markets such as Brazil and India been the undisputed capital of watchmaking since More than a commercial strategy, it is a deep belief and see fantastic long-term opportunities in all of the early 18th century, when watchmakers in the that impacts all our decisions. Each Maison has its South East Asia. Jura Mountains would bring their complication own distinct identity, its own DNA that stems from Preparing for Geneva’s movements to Geneva’s cabinotiers to be encased its heritage and culture. Therefore, we have to allow third century of watchmaking “Our headquarters benefits from in gold and enamel for export all over the world. each Maison its own style, while ensuring that it has Construction of Richemont’s Campus Genevois the best specialists in every field The celebrated Poinçon de Genève (“Geneva Seal”) the right and stable management and long-term vision. de Haute Horlogerie is underway. The new of activity: strategy, finance, law, is the ultimate reference with regards to the quality Each Maison independently designs, produces, complex will consolidate Geneva’s position intellectual property, real estate, of a fine watch movement and several of our Maisons communicates and sells; each has its own dedi- as the capital of fine watchmaking. information technology, supply have vowed to uphold it. cated CEO, employees, factories and boutiques; • Investment of over 100 million Swiss francs chain management, etc.” each has full control over its products. For example, • Brings together major high-end Geneva Richemont is now building a unique entity in watchmakers What activities does Richemont carry out from Geneva, the Campus Genevois de Haute Horlo­ • New production workshops of Vacheron Geneva? gerie. What is it and what will it bring Richemont? Constantin The Richemont Group moved its headquarters from We see this project – a 30,000m2 integrated center Joint venture with Polo Ralph Lauren • Full new watchmaking manufacture Zug to Geneva in 2002, concentrating central func- of watchmaking – as a major commitment to Geneva In 2007, Richemont and Polo Ralph Lauren en- of the ­Maison Van Cleef & Arpels tions that were, until then, spread across various and we are investing over 100 million Swiss francs tered into a joint venture, The Polo Ralph Lauren • Research Centre for Watchmaking: sites. Our headquarters benefits from the best spe- in its creation. Besides bringing high-end Geneva Watch and Jewellery Company. The new brand’s to develop new technologies cialists in every field of activity: strategy, finance, watchmakers together, the Campus will see the first collection premiered in 2009 at Geneva’s • Learning and Apprenticeship Centre for Haute law, intellectual property, real estate, information establishment of a full watchmaking manufacture Salon International de la Haute Horlogerie Horlogerie: to train future generations of great technology, supply chain management, etc. Four for Van Cleef & Arpels, a Research Centre for (SIHH) watch fair. craftsmen. 10 11 a company like Firmenich,” says Dr. Velazco, herself The flavor a neuroscientist and graduate of the University of of creativity Geneva. Introduced by Professor Jean-Marc Triscone, Dean of the Faculty of Science, the evening featured an through science artist of the palate, three-star Chef Pierre Gagnaire, Firmenich celebrates recognized for his cuisine which marries traditional and molecular gastronomy. Dr. Ivan Rodriguez, the science behind Professor of biology, explained how the detection of molecules turns into taste or smell. Estelle Delort, culinary­ art Senior Scientist, Research & Development, ­Firmenich, explained how careful chemical analysis identifies trace molecules to reveal the profile of foods; and Robert Wagner, Director Global ­Product Design Flavors, Firmenich, spoke about the importance of a clear definition of product targets to meet the needs of different markets.

and new clients in Asia and Latin America, we must Finally, we strongly believe that the cornerstone of Whether you are a three-star Chef creating molec- “The word ‘freshness’ be careful not neglect our valued European clients. a long-term strategy for our watch segment is in ular cuisine or a Master Perfumer or Flavorist shap- means different things Brazil, India, Africa and the Middle East, as well as research and development. Beyond new designs ing unique sensorial experiences, science inspires to different people” large parts of South East Asia also represent for- and innovative esthetics, new technologies will be and enables your work. Universities also play a midable challenges for our Maisons. developed. This is why we invest substantial re- critical role in building knowledge and talent in all Close collaboration between researchers, designers sources in the development of new materials, new key scientific disciplines. and evaluators is key to satisfying the diversity of Secondly, with regards to production, our manufactures technology and innovative manufacturing pro- needs and tastes of consumers around the world, and workshops are of critical importance for us. For cesses. Producing fine watches in ever-renewed Firmenich, one of the world’s most important explains Dr. Velazco. “Our clients are present in many years, we have invested in our facilities and forms is very costly and economies of scale are fragrance and flavor companies, recently hosted markets with different cultures where people expe- verticalized in order to be more and more difficult to attain. To meet this industrial challenge, a conference and event in Geneva, in partnership rience different emotions when tasting or smelling independent in the manufacturing of our movements innovation, high quality manufacturing and financial with the University of Geneva’s Faculty of Science consumer products. For example, ‘freshness’ and components. Our acquisitions of suppliers are performance must be combined. This is a common and Migros, to highlight the way science stimulates means different things to different people. We help always friendly and sometimes vital for maintaining challenge for the Swiss watch industry. We will meet and supports creativity in the realm of taste. our clients to understand product and people differ- the production facilities alive. We plan to continue it together, in close cooperation with the Lake Geneva ences, thus developing products that are appropri- such investments and have an important program Region’s many centers of excellence and technical The event was the visible symbol of the long col- ate and will be successful in the different markets.” for the next three years. institutes. laboration between Firmenich and the University of Geneva. The company has worked closely with ac- By using local and natural products from the Geneva Third, in the watch segment, with the exception of www.richemont.com ademia for its entire 118 year-old history to drive region, the event also marked Firmenich’s commit- Lange & Söhne, which is based at its historical breakthrough research. “A strategic pillar of our In- ment to sustainability. “Sustainability is part of premises in Glashutte, Germany, all our watches novation Model is to partner with leading external everything we do, from the environmental footprint are, and will continue to be, fully produced experts, including start-ups and academic institutions of our operations, to the sourcing of our raw materi- in Switzerland. It is obvious that maintaining these close to our three main R&D hubs in Geneva, Prince- als all the way through to R&D and the design of our high standards of production are costly in term of ton and Shanghai,” explains Maria Inès Velazco, products,” says Dr. Velazco. “Nature is our inspiration manpower and supplies (gold and diamonds being Senior Vice-President, Research and Develop- and we wish to continue to be inspired by it while our main materials). The high cost of skilled labor, ment, Firmenich. “We work with Geneva’s Faculty respecting and protecting it in everything we do”. the general cost of living in Switzerland and the of Science in different fields, including analytical strength of the Swiss Franc enhance the problem. chemistry and olfaction on one hand, and the brain www.firmenich.com So we closely monitor the evolution of those and human behavior, on the other. It is also very economic conditions, as well as the political, stimulating for students and professors to work with regulatory and fiscal environment, which on balance remains favorable today in the Geneva region. Science and creativity at Firmenich Fourth, in spite of the excellence of existing man- • Invests 10% of revenue in innovation power, the entire watchmaking industry suffers from Capital of flavors and fragrances • Has included a Nobel Prize laureate, the lack of sufficiently qualified labor. We have Firmenich and Givaudan, two of the most im- Leopold Ruzicka, as head of R&D invested in specialized training schools but we must, portant companies in the global flavor and fra- • A leader in patents across the industry with our colleagues in the industry, continue to do more. grance industry, both have their headquarters • A leader in relevant science publications in Geneva. across the field 12 13 50% foreigners, people who are highly connected easyJet’s to the rest of world, with a high propensity to travel.” easy landing But it is the concentration of global and EMEA head- quarters in Geneva that offers easyJet its most at- tractive pool of future customers: business travellers. in Geneva Mr. Haagensen says that his airline is already taking How the business steps to make easyJet the airline of choice for busi- ness: adding capacity to existing routes and new traveller’s low-cost and business destinations, adding daily returns, flexible fares, allocated seating, booking through travel Europe’s easiest airport agents, and the most respected travel partners… “To cater to their special needs, making our offer have grown together more attractive to them, capitalizing on our low fares culture.” he adds. “Executives who fly with us to play golf in Marrakech, for example, come back to us for their business trips. This change is here to stay.”

www.easyjet.com Frequent, extensive air connections are a prereq- realized that they did’nt need Business Class to fly 58 routes from Geneva every year,” he adds. 10 % uisite for any global headquarters. They are also 1.5 hours across Europe, that it was more important of the airline’s fleet is based in Switzerland, with one of the main drivers of economic growth for to get from point A to point B as fast as possible, at thirteen planes in Geneva and another eight in Basel. a city or region. easyJet’s point-to-point flights the right time of day, at competitive prices. The whole across Europe fill the bill – both for the multina- mentality has evolved.” In 2011, a Basel-based research group, BAKBASEL, tionals in Geneva and for Geneva itself. made a study of easyJet’s direct economic contri- Geneva International Airport: As to the second question, he states simply: “There’s bution to Geneva. “The overall conclusion is that the The airport for business The image of easyJet – from its online ticket sales, a real strategic fit between us and Geneva. Since economic activity of easyJet in the Greater Geneva Frequent flyers seldom fail to comment on how do-it-yourself check-in and limited in-flight service we began operations here in 1997, we have grown Region contributes total gross value added of about much they appreciate Geneva’s easy, efficient and – has always been that of the cheerful, low-cost and we have helped Geneva grow at the same time.” CHF 455 million. This is equal to 0.4 % of the regional well-connected airport. In volume of European busi- airline. But one-sixth of easyJet’s passengers are gross domestic product,” the report said. “The over- ness travel, Geneva is second only to Paris’ Charles- in fact business travellers. Unlike other low-cost companies of the time, easyJet all effect on employment is about 1,800 full-time de-Gaulle! chose a point-to-point strategy, flying to central airports positions; the income from employment associated How did easyJet suddenly acquire its position as a where demand and revenue already existed. “We with these is estimated at CHF 180 million.” business-travel airline? And what is a low-cost air- didn’t develop at second and third-tier airports where line doing with a base in Geneva, one the world’s the only stimulus is the low cost,” Mr. Haagensen ex- “There’s a real strategic prime “luxury” cities, anyway? plains. fit between us and Geneva”

“In the old days, low-cost was for backpackers,” This counter-intuitive strategy has helped easyJet Today Geneva Airport’s No. 1 airline in terms of Airport of the Year 2013 agrees Thomas Haagensen Commercial Director build an enviable Pan-European presence. “Of the traffic volume, easyJet carries over 5.6 million pas- At only 5 km from the center of the city, more than Northern Europe, easyJet. “But today everyone top 100 market routes, we cover 49 – more than sengers in around 40,000 flights each year in and 120 direct-flight destinations, over 50 scheduled uses it. The mentality across Europe changed after any other legacy carrier,” says Mr. Haagensen. “We out of Geneva, a five-fold increase since 2000. And airlines and the second European airport for private 2008, when budgets began to be scrutinized. People have built a broad network across Europe, with there’s room for further growth. As for Switzerland, aviation, Geneva International Airport has earned Thomas Haagensen puts the figure for actual its reputation for convenience and user-friendliness. ­easyJet traffic in and out of the country at 8.8 millon Many in the local business community even con- Mr. Thomas Haagensen passengers. sider the airport one of the keys to Geneva’s suc- Commercial Director cess as a business base. Now, Air Transport News Northern Europe easyJet The easyJet effect “Geneva is the gateway to the Alps,” says Mr. (ATN) has named it Airport of the Year 2013 in the • No. 1 airline at Geneva Airport ­Haagensen. “This city is the international network 10-30 million passengers category. Robert Deillon, (38% market share) point for ski traffic. We already offer over 50 flights CEO of Genève Aéroport, attributes the prize to • Major contributor to 30% improvement in to and from UK, with 22 to London alone and, dur- “several years of substantial investment to move Geneva’s accessibility between 2004 and 2010. ing the ski holiday period, we increase these flights.” the airport out of one era and into another.” Genève • Passengers spend roughly CHF 1.2 billion Airport has invested CHF 345 million between 2007 each year, with a value-added effect The airline is also looking carefully at Geneva’s “out- and 2011 and seen an increase in traffic of 73% of CHF 560 million in 2011. bound potential”, he says. A city, whose inhabitants over the past decade. Mr. Deillon adds that the air- • Over 400 local full-time staff; plus another are largely from somewhere else and who have port offers “our passengers and our partners larger, 1,400 full-time jobs indirectly – excluding family and cultural ties abroad, makes an excep- more modern and more ergonomic facilities, and contribution to local tourism. tional target for an airline. “Geneva is made up of also a culture of customer-oriented service”. 14 15 describes Mr. Lengwiler. “Every kilo saved on an R&D for aircraft is a couple of hundred dollars saved per Sportswear year – huge savings considering the 20-30 year life span of a airplane.” In order to achieve maximum for the great the aircraft stiffness, DuPont™Kevlar® Honeycomb is glued between two sheets of carbon or glass. The list of remarkable properties goes on. outdoors Columbia Sportswear of 2025 DuPont™ Kevlar® Honeycomb is fire resistant, cor- rosion-resistant and flexible. “The wings of a 747 can Company explains DuPont labs go up and down several meters in flight,” Mr. Leng- in Geneva serve wiler explains. Not surprisingly then, several DuPont why Geneva fits materials such as Kevlar® and another Dupont fibers the aerospace industry and films, the heat-resistant Nomex®, are used throughout airplanes. From exterior wing flaps, rud- ders and tires to interior flooring, storage bins, wall panels and as fire- and abrasion-resistant wraps for electric wires and cables. A third material, DuPont™T- edlar® film, keeps aircraft interior surfaces easy to We pace up and down on it, 10,000 meters above the clean. It is also a key part of insulation inside the As the old saying goes, you can be cold in winter earth, without realizing that we are, mostly, walking on plane, considering that temperatures outside the or you can be warm in winter – it all depends on air. DuPont™Kevlar® Honeycomb, the material mak- plane can go down to minus 50°C. In addition to how you dress. Since 1938, Columbia Sportswear ing up the floor of every commercial airplane, weighs commercial jets, these materials also go into heli- Company has built a global business providing tech- The outdoor life around 800 grams per square meter. Yet, under copters, the space shuttle and even the Mars Rover, nologies and performance products that keep peo- • Innovative apparel, footwear, accessories your feet, honeycomb feels as solid as oak parquet. as well as many other industrial, marine, military ple comfortable anywhere, anytime. To build its and equipment since 1938 and recreational applications. Kevlar, for example, brand in Europe, the company chose Geneva for • Entered European market in early 1990’s; “That’s because it is strong,” says Olivier Lengwiler, – five times as strong as steel of the same weight its EMEA headquarters. EMEA region’s 2012 turnover around EMEA Market Segment Manager for DuPont Aero- – is the material of choice for bullet-proof armor. 200 ­million US dollars. space. “You could drive a car over it.” “Just look out the window!” says Antti Karava, Mar- • Brand portfolio: Columbia, Sorel, Mountain “In Geneva, we handle the main keting & Communication Director, Columbia Hardwear, and Montrail. Made from the DuPont fiber Kevlar™, Honeycomb development in Europe EMEA. “Having this amazing outdoor playground • Technology portfolio: Omni-Heat (for warmth); is one of the many products that Mr. Lengwiler helps for Airbus” around us is crucial for product-testing in a real en- Omni-Tech, Omni-Dry, Dry Q Evap and OutDry develop at DuPont EMEA headquarters in Geneva vironment. Also, for our business events: we can pick (for waterproof breathable); Omni-Freeze and to fill aerospace industry needs. Geneva, he ex- DuPont is now working on using a flat-paper form of up customers and journalists from the airport and Cool Q Zero (for sweat-activated cooling); plains, is an easy commute to Airbus headquarters Kevlar® to build airplane fuselages. But don’t go look- drive them to the mountains or lake. It would be much Omni-Shade (for sun protection); Insect Blocker. in Toulouse, France and other Airbus sites in Europe. ing for it on your next flight. DuPont and the aerospace more difficult, if we were based in London or Paris.” industry are long-term thinkers. “There are a million It looks a lot like a beeswax honeycomb, the hex- things to analyze,” Mr. Lengwiler says. Columbia Sportswear Company concentrated its agonal-cell structure being nature’s most efficient operations in Geneva in 2005. Today 20% of the design for space and strength. But instead of holding With over 10,000 scientists working in DuPont labs company’s European staff is here, including Euro- honey, this one holds air. “Our panels contain all over the world, “nothing comes from only one pean general and sales management, marketing, Columbia Sportswear Company works with profes- 90-99% open space, so they are very lightweight,” place,” Olivier Lengwiler explains. “It is all about col- communications, planning, legal, human resources, sional alpinists, climbers (Ueli Steck, Tim Emmett laboration.” DuPont in Geneva, he continues, is retail and e-commerce – as well as the front and and Liv Sansoz) and skiers (Geraldine Fasnacht) responsible for the R&D that goes into honeycomb, back office operations for EMEA Distributor markets. to develop and promote its lines. “Chamonix, the cables and the future paper fuselage. “In Geneva, Mecca of alpinism, is only one hour from Geneva. we handle the main development in Europe for Airbus.” “We have over ten nationalities Proximity allows us to cherish relationships that are in this office and most of them important for our business,” says Antti Karava. The stakes are high given the airlines industry’s strin- were recruited locally” gent safety requirements and urgent need to cut fuel Geneva’s connections to the rest of Europe have

costs and CO2 emissions. Dupont, Mr. Lengwiler says, “We wanted to build up a European shared services also been a plus. “Our employees travel a lot on is always looking to fill future needs, although ROI center and a powerful Go-To-Market team with a business and people come to see us, so it is con- can take decades to achieve. “If we don’t invest now wide range of expertise and nationalities. To attract venient to have a good service to most main cities in R&D, the innovations won’t be there in 2025 when that kind of talent, we needed a lively, international in Europe,” says Antti Karava. “Geneva is a perfect the airlines will need them,” he concludes. DuPont city in the center of Europe,” says Frédéric Vernet, match for us and definitely good for the image of spends US$2.1 billion globally in R&D every year. Human Resources Director, Columbia EMEA. the company.” “Ten nationalities work in this office – most of them www.dupont.com recruited locally.” www.columbia.com 16 17 A fresh look on Caterpillar’s Mr. Nigel Lewis, VP EMEA (Europe,­ Middle East & Africa), 50 years of presence in Geneva of Caterpillar’s Distribution Services Division Caterpillar sportwear

Caterpillar opened one of its headquarters in The Cat® product time-line reflects a history of 20th and finance. As an example of innovation and cre- Indeed, integration has been so effective that Nigel Geneva over 50 years ago – one of the first mul- century construction projects. Moreover, as anyone ativity, our Geneva office just played a key role in Lewis feels Geneva has also had a deep influence tinational companies in town – and has been who has travelled around Switzerland knows, Swiss designing and managing our exhibit at Bauma in on the company itself. “Caterpillar has been estab- here ever since. Nigel Lewis, VP EMEA (­Europe, engineers have built a remarkable infrastructure in Munich, the industry’s biggest international trade lished in Geneva for so long that this headquarters Middle East & Africa), of Caterpillar’s Distribu- difficult terrain. “Our local dealer, Avecso, has been show with over 500,000 visitors. It was a state-of- is now a Swiss company with European values. You tion Services Division, arrived here recently in our partner for over 80 years,” explains Mr. Lewis, the-art presence where we displayed more than 70 could feel this in the message we delivered at January 2013. To get his fresh point of view, noting that Cat® equipment helped construct the Cat® machines as well as the latest technology solu- Bauma about our reduced fuel emissions and noise we have asked him why he thinks Caterpillar­ is Swiss national highway system in the 60s and 70s, tions and services for customers.” levels, a message that resonates with our European still in Geneva after all these years. the Mattmark Dam project in 1965 and the Gotthard customers. Europe is a competitive market. “Thanks Road Tunnel in 1972. “In 2002, more than 50 Cat® “Being in Geneva has helped to the dedicated support coming from our Geneva An old hand at relocation, Nigel Lewis still seems machine models were part of the AlpTransit Project,” us establish and maintain team, we continue to help our dealers succeed and surprised by how easy the move was for his family. he adds. “More recently, our products have been relationships with our partners: meet customer needs across the EMEA Region.” “I’m originally from Ireland and I’ve worked with involved in the retreatment of the Kölliken waste some of Caterpillar’s oldest Caterpillar in the UK, Singapore, Peoria, Nashville landfill and, in 2012, our products were used to help dealers are in EMEA Region” www.caterpillar.com and Miami. This has been the best transition yet. renovate the Zurich airport runways while here in Geneva has a cosmopolitan atmosphere in a place Geneva, they are now actively being used in the During its 50 years in town Caterpillar has become * CEVA, the new hi-tech rail line being built across Geneva, linking the central city train station to the neighboring city small enough to get your arms around it. My three construction of the CEVA*.” as much a part of the local scene as any Swiss of ­Annemasse in France. children like their school, we are all learning to ski company. “Caterpillar has been involved with the – switching from water to snow! – and, now that we Asked to describe the Geneva HQ, Nigel Lewis says, local community since our arrival, whether through ** Groupement des Entreprises Multinationales, GEM, an asso­ ciation of over 50 multinational companies based in Geneva. are in Europe, we can finally explore our roots.” “I would call it a miniature Caterpillar. Our Geneva participation in associations like GEM**, supporting team includes employees from multiple cultures, with charitable organizations, or competing in corporate “A cosmopolitan atmosphere 30 plus languages/nationalities, across a variety of and local sports events. Our employees are a di- in a place small enough functions: marketing, sales administration, training, verse group and, whether married or single, they to get your arms around it” and aftermarket product support, parts and service integrate well into the Geneva community.” From bulldozers to fashion runways Mr. Lewis then considered Geneva in terms of a busi- Caterpillar was founded in 1925 and is today’s world ness base. “Switzerland is a great environment for an leading manufacturer of construction and mining international company, with its own four languages equipment, diesel and natural gas engines and die- and a high level of English, as well as connections and Caterpillar: at home in Geneva sel-electric locomotives. In 2012, the Caterpillar brand affinities with the Middle East and Africa and great ties • Sets up first overseas marketing operation was valued at around $6.3 billion. Caterpillar also with Russia. The airport of Geneva is an asset to my in Geneva in 1960 licenses its trademarks for products that contribute lifestyle – from the office, I can be there in 20 minutes! • EMEA HQ: some 400 employees, most to an increased awareness of the company’s image. – and flight connections are good to all corners of our of whom are hired locally From the original work clothes and safety gear to region. Caterpillar’s business model has, from the • Responsible for marketing, sales support, parts, today’s sportswear, boots, casual shoes, scale model beginning, been both global and local – and this office service and financial functions for Europe, toys and kids apparel, this additional diverse branding has played an important role over the years. Being in Middle East and Africa (EMEA), Russia and the helps ­Caterpillar reach an even wider audience. Geneva has helped us acquire local partners: some Commonwealth of independent states (CIS) of Caterpillar’s oldest dealers are in the EMEA region.” • Currently supports 49 dealers for EMEA 18 19 The Swiss-US “Our job is to assist both Swiss companies in the Happy United States and US companies in Switzerland in solving economic policy issues hindering the free economic flow of goods, services, investments and people. We relocation relationship also address all issues hindering the optimal condi- tions for international companies based in Switzer- land – Swiss and foreign, large and small. By helping The Swiss Association is as strong our members combine resources, they can achieve of Relocation Agents as ever what no one business can do alone,” says Mr. Naville. knows the ropes “By helping our members combine resources, they can achieve what no one business­ can do alone”

US multinationals based in Switzerland contribute a large share of the exports to the US market, thereby making the US Switzerland’s No. 2 trading partner, after Germany. Less obvious is the fact that Relocation can be complex at any level. But SARA, According to Anne-Claude Lambelet, the time frame The impressive list of companies that make up the Switzerland, in spite of its small size, is also the the Swiss Association of Relocation Agents, knows leading to the actual transfer of employees is es- Swiss-American Chamber of Commerce says a lot US’s 16th largest export market. how to make it as easy as possible. The wide range pecially critical. “If the transfer agenda is very ag- about the importance of the economic relationship of services SARA members provide demonstrate gressive, there are some immediate considerations, between the two countries. Although, at first sight, few countries seem less just how many factors need to be considered. such as engaging the work permit and visa pro- similar, Mr. Naville notes two important factors cesses and ensuring that appropriate schools have “The relationship between Switzerland and the shared by both nations: a healthy economic frame- Anne-Claude Lambelet, SARA President, agrees sufficient places for children.” Second, if the com- United States is an old and a close one with many work and an excellent track record for innovation. on the complexity. “Relocation touches on everything pany has no local HR person, a project manager economic and diplomatic interests in common,” American innovation and business drive need no from compliance issues (contractual, fiscal, social with experience in both global mobility issues and explains Martin Naville, Director of the Swiss-­ comment, while the INSEAD business school re- security and immigration) to selection and manage- local HR practices and regulations should be American Chamber of Commerce. views put Switzerland at the top of its Global Inno- ment of multiple suppliers for the company as well brought in. Third, the company must be able to vation Index in both 2011 and 2012. as the many, many personal needs that must be ad- monitor the quality of the relocation program and The numerous US companies with headquarters in dressed when moving employees and their families.” make timely adjustments. One imperative, she says, Switzerland, some of which have been here for The Swiss-American Chamber of Commerce pro- is a single or central point of contact – for the com- decades, are woven into the smaller country’s eco- vides a platform to bring all of these companies to- “Make sure that the relocation pany, but also for the employees relocating and for nomic fabric. But many important Swiss companies gether. Based in Zurich, AmCham also hosts net- program being rolled out is fair suppliers providing the various services that em- are also present on US soil, employing some working and information events in Geneva and other and coherent for the location” ployees expect to receive. 430,000 people. Historically, Switzerland is the fifth parts of the country, as well as in the United States. largest direct investor in the US. During the past Members benefit from the Chamber’s knowledge Today, such needs are reflected in company benefits So what is the best way to make relocation a success? three years, however, Switzerland has probably about doing business in both the US and Switzerland above and beyond the traditional housing and set- First, Ms. Lambelet advises, make sure that the pro- been THE largest investor – in absolute numbers. and the many actions that Chamber undertakes to tling-in support. This includes training in intercultural gram being rolled out is fair and coherent for the lo- further their mutual interests. communication, job-search support for accompany- cation. “A corporation looking to relocate employees, www.amcham.ch ing partners and finding schools, which allow seam- whether a few or a group, needs to have some well-­ less continuation of education programs that may established local providers who know the ropes, un- have begun on the other side of the world. To meet derstand the local market and have their own network such needs, SARA members include local, national of business relations to back them up,” she says.” Business partners and global companies and range from boutique com- • 2nd: position of the US as export market panies to large organizations. As someone on the frontlines of relocation to the for Switzerland Geneva area, Anne-Claude Lambelet has a valua- • 16th: position of Switzerland as export ble insight as to why so many companies choose market for the US Geneva for their headquarters. Here is her list: • 430,000: number of people employed “Central location, facility to conduct business sup- by Swiss firms in the US ported by a favorable social climate, a multilingual • 77,858: number of people employed and highly educated local labor pool… With total by US firms in Switzerland labor cost levels among the lowest in Europe and • 40: percent of Swiss direct investment

favourable fiscal conditions – it’s a no-brainer!” Mr. Martin Naville, in the US Director of the • 45: percent of direct investment Ms. Anne-Claude Lambelet, www.sara-relocation.com Swiss-­American in Switzerland made by US firms SARA President Chamber of Commerce 20 21 International, Clubbing child-centered and mobile and clubs The International School of Geneva prepares students for the world

School of international life For almost 90 years, the International School of • Oldest and largest international school in world What good is it to sit alone in your room? Newcomers Careers and contacts Geneva (Ecolint) has been responding to the need • Eight schools across three campuses to Geneva find a diverse range of clubs and activ- The American International Club of Geneva, for “portable” education for Geneva’s international • International Baccalaureate programmes ities awaiting them. There is really something for “Promotes friendly relations among the American, community. Founded in 1924 to school a handful • Over 4,300 students, ages three to eighteen everyone and establishing a new network of friends international and local communities present in the of children accompanying their parents working at • 135 nationalities and 84 mother tongues has never been easier. Geneva region” the new League of Nations, Ecolint today welcomes www.amclub.ch over 4,000 kids from 138 different countries. Their Things to do parents may be UN staff, employees of a global Glocals: American Citizens Abroad (ACA) Association, company or, simply, Genevans who want to give The International School of Geneva was the birth- Online community of 80,000 expats “Voice of Americans overseas”, their children an international, bilingual background. place of the International Baccalaureate, a program and international locals www.americansabroad.org now followed by almost one million students across www.glocals.com What all Ecolint students have in common is that the world. Any school offering the International Anglo-Swiss Club of Geneva, they follow a program that fits with other international ­Baccalaureate has been through a rigorous accred- Sindy: “Umbrella organization for 14 Anglo-Swiss and schools. “As the birthplace of the International Bac- itation process, Mrs. Tuck says, and universities and The regions’ largest (6000!) social group English-speaking clubs all over Switzerland”, calaureate, our school serves children who are on colleges everywhere recognize the qualification. for parties & outings www.angloswissclubs.ch the move and who need an education that is trans- The school also prepares students for the Maturité www.sindy.ch ferable,” says Vicky Tuck, Director General of the suisse, the International General Certificate of Geneva Diplomatic Club, school. “HR directors tell me that the availability of ­Education (IGCSE), the Diplôme National du Brevet The Expat Meetup Group : The “official club of international Geneva”, international schooling is the number one criteria in (or, Brevet des Collèges) and hosts SAT-testing www.expat.meetup.com www.fondationpourgeneve.ch/en/diplomaticclub relocation. Here, it is normal to be a new child.” ­required for admission to US universities. The American International Women’s Club Career Women’s Forum, The school also helps parents new to Geneva get their “Here, it is normal to be a new child” of Geneva, “a smooth integration into Geneva”, “300 women, more than 30 different nationalities, bearings, Mrs. Tuck continues. “Our cafeterias are open 600 members professionally active in all economic, political and for parents to meet and have a coffee. It’s a way for Demand for places at the school is high, but Mrs. www.aiwcgeneva.org social sectors of life”, many of them to create a new social life in Geneva.” Tuck reassures, the International School of Geneva www.cwf.ch has expanded to provide openings. La Grande Media in English One of the International School’s main roles is to Boissière, the original campus in Geneva, was Geneva Lunch: Getting involved provide guidance to universities. “Our teachers have joined, in the 1970s, by La Châtaigneraie in the free, online, community newspaper Almost every NGO on the planet has a base experience with over 30 national education sys- Vaud countryside and, in 2005, by the Campus des www.genevalunch.com, in Geneva – and many of them need voluntary tems,” explains Mrs. Tuck. “This is invaluable to Nations near the headquarters of the United Nations. workers! parents who have left their own schooling system Given the mobility of the parents’ professions, turno- Radio Frontier: www.genevainternational.org or to kids who have never lived in their own country ver is also high. “It is not unusual for children to enter English-language radio focused and need to know how to adapt to ‘going home’ to the school during the year,” says Mrs. Tuck. “We have on Lake Geneva Region university there. We explain how the curriculum a buddy-system and other ways to help children adapt www.radiofrontier.ch works within different schools in different countries whenever they arrive. Our aim is make every student and, also, how our pedagogy helps prepare for welcome and to help them start learning affectively them.” as quickly as possible.” www.ecolint.ch 22 23 Should you wish to strengthen your presence in Europe, the Geneva Economic Development Office is eager to assist you in achieving your goals. We have a wide experience in tax, legal, employment, infrastructure matters and many other aspects.

To learn more about the advantages of working with, within and from Geneva, please visit our website: www.whygeneva.ch

If you wish to discuss your expansion plans and understand how we may be of assistance to you, do not hesitate to contact us directly.

Department of Regional Affairs, Economy and Health Geneva Economic Development Office Rue des Battoirs 7 • P.O. Box 740 • CH-1211 Geneva 4 • Switzerland Phone + 41 22 388 34 34 • Fax + 41 22 388 31 99 • [email protected] www.whygeneva.ch • www.ge.ch/entreprises