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Swiss Trade YOUR GUIDE to NEW MARKETS Swiss Trade YOUR GUIDE TO NEW MARKETS Export Boom Cementing ties with allies Watching China Swiss exporters are thriving in a 6 A free trade agreement with the U.S.? The Swiss watch industry is powering 5 flourishing global economy, in part Thomas Borer, a former Swiss ambas- 16 ahead in 2018 with good prospects for thanks to a weaker franc. But risks include sador to Germany, discusses why this and next year, says Jean-Claude Biver, chairman a trade war and economic slowdown, a successful conclusion to the Framework of Hublot and Zenith. He sees vast potential warns Christoph Lindenmeyer, president of Agreement with the European Union are criti- in China – already one of the most important international relations at Economiesuisse. cal for the future of Swiss exports. markets – as the middle class expands. Asian Markets Cross-Cultural Communication Blockchain Trade Finance Tourism I’m not leaving Switzerland. I’m taking it with me. Over 100 destinations in 46 countries. swiss.com Made of Switzerland. 050_300_B777_210x282_Swisstrade2018_en 1 04.10.18 13:32 Swiss Trade www.swisstrademagazine.ch October 2018 3 Staying ahead of the global competition wiss exporters are flourishing in ver, the CEO of TAG Heuer, discusses the a booming global economy, de- opportunities worldwide for the Swiss S spite the threat of increasing pro- watch industry and Peter Gisler, the di- tectionism and rising political risks in a rector of SERV, gives exporters tips on world where many countries are turning minimising risks when entering new mar- inwards and retreating from internation- kets. We also take a look at new opportu- al cooperation. Switzerland is not among nities in blockchain and cryptocurrencies those withdrawing from the world. Both and how AI is transforming the transla- The billat- its companies and its government are sig- tion industry. eral Swiss nalling loud and clear that the country is A recurring theme is the reminder that chambers open for business – and exports continue especially when times are good, Swiss to account for almost two-thirds of the companies should be doing everything help execu- Swiss economy. they can to stay ahead of the competition. tives build In this issue of Swiss Trade, we exam- As Biver tells us: “No tradition equals no links with ine progress and obstacles in negotiations future. But no innovation means no fu- local part- for a Framework Agreement with the Eu- ture too.” For Magdalena Martullo, the ners and ropean Union and look at the vast oppor- CEO of EMS Group, planning for the customers tunities offered by the renewed prospect long term and working on innovations Alexander Hornickel, Editor in Chief. of a Free Trade Agreement with the U.S. with customers are key to success. Experts give advice on how to tap the The bilateral Swiss Chambers of Com- cult environment. The chambers provide enormous potential of the Chinese e- merce offer an invaluable resource for information, host forums and seminars, commerce market and how to continue companies operating abroad – whether encourage networking and help execu- trading with Iran, despite the obstacle of they are seeking to conquer new markets tives build links with local partners and renewed U.S. sanctions. Jean-Claude Bi- or trying to navigate an increasingly diffi- customers. Journalists Catherine Hickley, Cristina Leifland For mor information about the content and the production of special feature publications, please contact: Swiss Trade Cover Photo Daniel Lopez-Paullada YOUR GUIDE TO NEW MARKETS Alexander Hornickel, Managing Director NextMedia AG Graphic Design Stellan Stål Phone: +41 41 726 32 35 E-mail: [email protected] is produced by NextMedia in coopera- Printing Swissprinters AG For more information about publications in daily tion with bilateral Swiss Chambers of Distribution Published in Bilanz on 26th of October press, please contact NextMedia AG Commerce 2018 and distributed through the chamber network Phone: +41 41 726 32 35 E-mail: [email protected] Swiss Trade is also available online at WWW.SWISSTRADEMAGAZINE.CH Get Your Benefits & Services from bilateral Chambers of Commerce Arab Countries www.casci.ch Germany www.handelskammer-d-ch.ch Portugal www.camsuica.com Argentina www.suiza.org.ar www.sdwc-ffm.de Romania www.ccer.ro ASEAN Countries www.sacc.ch www.vsud.ch Slovakia www.hssr.sk Austria www.hk-schweiz.at India www.sicc.ch South Africa www.scsa.ch Brazil www.swisscam.com.br Italy www.ccsi.it Spain www.aehs.info Bulgaria www.bscc.bg Iran www.sihik.ch Sri Lanka www.sacc.ch Central Europe www.sec-chamber.ch Korea www.sacc.ch Sweden www.swisscham.se Chile www.swisschile.cl Lichtenstein www.hk-schweiz.at www.swecham.ch China www.sccc.ch Malta www.maltacham.ch Taiwan www.sacc.ch Colombia www.colsuizacam.com Mexico www.swisscham.mx Timor-Leste www.sacc.ch Cuba www.swisscuban.org Mongolia www.sacc.ch Turkey www.tr-ch.org Czech Republic www.hst.cz Morocco www.ccsm.ma Uruguay www.swisschamuruguay.org.uy Dom. Republic www.camaradominicosuiza.org Pakistan www.sacc.ch UAE www.swissbcuae.com Finland www.sveitsi.fi Peru www.swisschamperu.org USA www.amcham.ch Hungary www.swisscham.hu Polen www.swisschamber.pl Venezuela www.camarasuiza.org 4 Swiss Trade www.swisstrademagazine.ch October 2018 HOW TO STAY AHEAD Sovereignty and free trade agreements help Switzerland stay ahead Magdalena Martullo is a mem- high performance polymers. The custom- ber of parliament for the Swiss er saves 50 percent in costs and as much People’s Party, a majority share- as 70 percent in weight. holder in EMS-Chemie Holding WHICH EXPORT MARKETS do you know AG and CEO of the EMS Group. particularly well and what are the dif- ferences? Her advice for Swiss businesses Magdalena Martullo, is to specialize and plan ahead; EMS operates globally, and is well-rep- CEO of the EMS politicians, she says, need to resented in all industrial regions with 26 Group and member of production sites in 16 countries. The rate Parliament. guarantee sovereignty so that of development varies – in China, innova- Switzerland can hold on to its tion can be achieved very quickly. In the location advantages. U.S., customers are willing to outsource work; in Europe, everything is very care- HOW CAN EXPORT-ORIENTED companies fully reviewed and evaluated. thrive in international competition? WHAT ARE THE BIGGEST CHALLENGES in As a Swiss company with high costs, it is trade policy, and how can they be essential to distinguish oneself from the solved? competition and to specialize. That is the Ensuring good economic relations, conclud- better decisions than bureaucrats and poli- secret of many successful Swiss exporters. ing numerous free trade agreements while ticians. That’s why I am campaigning for Ultimately, the business has to pay off. still maintaining the best framework condi- the sovereignty initiative on which we will tions and sovereignty – this is what politics vote on November 25. Unfortunately, in re- HOW CAN ESTABLISHED COMPANIES en- are about, especially in a small country. cent times the Federal Court has given in- sure constant renewal and momentum Direct de- ternational law precedence over our own. for innovation? WHAT DO POLITICIANS HAVE TO DO to en- mocracy has We constantly think ahead for the next sure the best conditions for successful guaranteed WITH WHICH TRADE PARTNERS should ten years. We work closely with the de- exports and companies? us this and Switzerland pursue free trade agree- velopment departments of our customers Because of Switzerland’s high wages, we brought us ments? and introduce ideas that could help their need a lean state and better framework The most important for Switzerland is businesses. In the auto industry, reduc- conditions. Direct democracy has guaran- prosperity the U.S. And the doors are open at the tion in component weight is a continuous teed us this and brought us prosperity. It is moment, so we must seize the opportu- and important issue. Based on our expe- important that we now don’t simply adopt nity and negotiate! rience, we are able to replace metal in foreign laws and lose all our location ad- critical parts, such as seat shells, with our vantages. In the long term, people make TRANSLATED BY CATHERINE HICKLEY Your future in northern Zurich franklinturm.ch Contact: SBB AG, Immobilien Development, Christian Toso Phone: +41 79 652 83 00, E-mail: [email protected] Swiss Trade www.swisstrademagazine.ch October 2018 5 ECONOMIESUISSE Swiss exports boom – industry calls for more free trade agreements Swiss exporters are thriving in a benign world economy, Christoph Lindenmeyer, says Christoph Lindenmey- Chairman of the International Economic Relations Commis- er, who is the Chairman of sion of Economiesuisse. the International Economic Photo: Nique Nager Relations Commission of Economiesuisse. Conditions that will enable them to continue flourishing include the successful conclusion of negotiations on free trade agreements and a favourable rate for the Swiss currency. fter the Swiss National Bank re- moved its ceiling on the franc’s A rate against the euro in 2015, a dramatic appreciation in the currency cre- ated tough conditions for exporters. Since then, the franc has declined – and export- ers, particularly in engineering and man- China. That has already weighed on the tiations on a framework agreement with ufacturing, have focussed on becoming stocks of Swiss auto component makers. the European Union, by far the biggest competitive again, says Lindenmeyer, who Increased protectionism in the U.S. market for Swiss companies, Lindenmey- also serves as Chairman of the supervisory threatens Switzerland directly too, Lin- er says. The agreement, which the EU board of Schindler Management AG. denmeyer says. “The steel industry, wants to conclude this year, would create “Many companies have worked hard which isn’t particularly big in Switzer- a process for fi ve bilateral agreements to to streamline operations, cut costs and land, is already suffering from U.S.
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