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.

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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 differences? 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

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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 created tough conditions for exporters. Since then, the franc has declined – and exporters, 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. trade adapt to new EU legislation without re- slim down, particularly with the pressure Compa- actions. This trade war will defi nitely quiring individual negotiations at every of exchange rates,” Lindenmeyer says. nies have have a dampening or a negative effect on stage. the whole world economy.” “Companies have managed to get back managed “This is absolutely crucial,” Linden- into shape and are in a position to benefi t meyer says. “A very high percentage from a more favourable exchange rate.” to get back Promoting Free Trade exports go to the EU, and if this is threat- into shape In this context, free trade agreements with ened, then it would be a catastrophe for Risks to Growth and are in partner economies are more important than Switzerland. It overshadows everything. Economiesuisse has warned that this win- a position ever, Lindenmeyer says. “There are moves It is essential for the bilateral relationship.” ning streak for the Swiss economy may to benefi t towards a free trade agreement between come to an end sooner rather than later. Switzerland and the U.S., which is extreme- Brexit is also a concern for exporters, It predicts economic growth may slow to from a more ly important,” he says. “But it is also impor- Lindenmeyer says. “Great Britain is ex- 1.7 percent in 2019 from 2.7 percent this favourable tant to conclude the FTAs which are already port market No. 5 for Switzerland, and year. Export growth, though still strong, exchange in negotiation – such as with Mercosur,” the Switzerland is doing everything to en- may weaken to 3 percent from 4 percent rate Latin American trade bloc comprising Bra- sure that if Brexit does happen, trade can this year. zil, Argentina, Uruguay and Paraguay. continue undisrupted,” he says. “For in- “The U.S. economy is booming as it “Agriculture plays a big role in a lot of surers and banks particularly, Brexit is a hasn’t for many years, so we can assume the negotiations and we have to ensure big subject because they employ a lot of that it will return to lower growth rates at that the Swiss agricultural lobby doesn’t people in London, the world’s biggest in- some point,” Lindenmeyer cautions. First hinder FTAs,” Lindenmeyer warns. “This ternational fi nancial centre. There is un- signs of a slowdown in the German auto is also a subject with Mercosur – above certainty about whether these people can industry will also impact Switzerland, he all in relation to meat.” continue there or should be withdrawn, says. German car manufacturers in Sep- and some transfers have already taken tember warned that they might miss this EU Framework Agreement place.” year’s profi t targets, partly because of the More important for the export outlook escalating trade war between the U.S. and than any of these discussions are nego- WRITTEN BY CATHERINE HICKLEY 6 Swiss Trade www.swisstrademagazine.ch October 2018

KEY PARTNERS Switzerland edges towards closer bilateral ties with the European Union and the U.S.

The European Union and the United States are by far Switzer- land’s most important trading partners. Switzerland is nego- Thomas Borer, CEO tiating a Framework Agreement to simplify bilateral relations Dr. Borer Consulting. Photo: Renate Wernli with the EU. And twelve years after talks with the U.S. on a free trade agreement failed, Switzerland and the U.S. are trying again. Thomas Borer, a former Swiss ambassador to Ger- many who founded his own consultancy in 2002, tells Swiss Trade why both sets of negotiations are critical to the future of Swiss exports.

witzerland has over 120 bilat- is very important for the future of Swit- eral treaties with the European zerland,” says Borer. “I regret very much S Union, its biggest trading part- that the government doesn’t have the ner. Until now, these treaties have had courage to communicate that to the Swiss to be negotiated individually after each people. A majority is in favour of it, but change in EU law – a time-consuming, there are unfortunately fears from oppo- painstaking business. Since 2014, Swit- nents on the right and the left.” zerland has been negotiating a Frame- work Agreement with the EU to simplify Unresolved Issues this process with a system under which The Swiss government says the Frame- Switzerland would adapt automatically work Agreement will affect fi ve treaties to EU rules. that secure Switzerland’s access to the The Framework Agreement would also EU market – the agreements on the free provide a platform to solve bilateral dis- movement of people, on road and rail putes. The Swiss government has warned transport, on air transport, on technical that breaking off negotiations on the trade barriers and on agriculture. Framework Agreement could mean that There is still a long list of unresolved treaties with the EU are no longer updat- issues. One major sticking-point in the ed, leading to legal vacuums and trade negotiations has been how disputes will barriers. be resolved. Both sides have agreed on a “The Framework Agreement is neces- court of arbitration with three people – a sary for Switzerland to be able to develop judge from Switzerland, a judge from the its relationship with the EU further, and EU, and a third judge from a third, im- On the other hand, Brexit is an op- the EU is demanding it,” Borer says. “If partial country. In the case of a confl ict portunity for Switzerland, Borer says. this framework doesn’t come together, on EU law, the arbitration court would After the U.K.’s departure from the EU, then further developments in bilateral re- rely on an evaluation by the European “we should act quickly to negotiate a free lations are blocked. The existing bilateral Court of Justice. The Swiss People’s Party trade agreement with the U.K., because agreements don’t go far enough.” has criticised this, seeing it as compromis- The Frame- the U.K. will have more fl exibility.” ing Swiss sovereignty. Single Market Access Labour unions are concerned that work Agree- Free Trade with the U.S. Efficient management of supplier The EU argues that if a non-member the government will use the Framework ment is nec- Economics Minister Johann Schneider- wants to have access to its internal mar- Agreement to try to ease rules guarantee- essary for Ammann announced in September that declarations and correct use of ket, then that country must accept the ing EU workers Swiss wage and employ- Switzerland Switzerland is engaged in “intensive free trade agreements – globally rules of this market as well as an author- ment conditions in Switzerland (and thus to be able to talks with the Americans” on a free trade ity to rule on disputes. Pressure is in- protecting Swiss workers from foreign agreement with the U.S., Switzerland’s creasing on Switzerland to conclude the competition). develop its biggest market after the European Union. Framework Agreement successfully by relationship Switzerland has 30 bilateral trade There are already more than 400 ratified free trade agreements the end of the year. European Commis- Brexit Tailwind with the EU agreements with 40 partners, including (FTAs) around the world to ease trade among the involved coun- sion President Jean-Claude Juncker re- The Brexit negotiations are also weigh- further Norway, Iceland, Japan and, since 2014, tries and offering savings potentials to companies with respect cently pointed out that he is in offi ce only ing on the talks, Borer says. “The EU with China. Schneider-Ammann, a for- to customs duties, which results in competitive advantages. until November 2019 and that things has shown itself to be very tough to- mer entrepreneur whose term in offi ce “could be really bad” for Switzerland wards the U.K., and it can’t give big has been characterised by “hyperactive However, companies can leverage such savings potentials and com- after his departure. Both the EU and concessions to Switzerland because it trade diplomacy,” according to the Tag- petitive advantages only by mandatory fulfilment of several complex Switzerland face elections next year that knows that it would then have to make es-Anzeiger newspaper, says free access rules of origin of goods as well as their detailed documentation. You want to know MIC could shift the parameters for the talks. concessions to the U.K.,” he says. “So to the U.S. without customs duties would more about MIC OCS? Tel.: +43(0)732-778496 This is where MIC OCS supports you! It provides the necessary tools “I would wish the Framework Agree- Switzerland is prisoner to the Brexit ne- be “very attractive” for the Swiss econ- Please contact us: [email protected] for the entire process of managing the origin of goods for a multitude ment could be concluded now, because it gotiations.” omy. After negotiations on the Transat- of FTAs: From automated obtaining of supplier’s declarations using an innovative supplier web portal, to optimized calculation of the origin of goods. www.mic-cust.com Swiss Trade www.swisstrademagazine.ch October 2018 7

KEY PARTNERS Switzerland edges towards closer bilateral ties with the European Union and the U.S.

indefinite halt in 2016, Switzerland now Both Schneider-Ammann and Doris has a chance to leap ahead and gain a Leuthard, another firm advocate of free competitive advantage for its companies. trade agreements, have announced they “Given the context that free trade ne- plan to step down from the Swiss govern- gotiations via the WTO have come to a ment at the end of this year. But Borer standstill, it is imperative for Switzerland believes their departures won’t hinder to negotiate more free trade agreements progress towards a free trade agreement. bilaterally, and the U.S. is one of our biggest trading partners,” Borer says. Government Departures “All seven members of the government “Dynamic Partnership” All seven are behind the idea of making progress In a July paper for the U.S. Heritage Foun- members of in bilateral trade agreements,” Borer dation, a Conservative think-tank, An- the govern- says. “I think momentum won’t slow, thony Kim, Ambassador Terry Miller and ment are even after two new members of the gov- Edwin J. Feulner also argued in favour of ernment are selected. First a proposal a free trade agreement with Switzerland, behind the must be put forward at the administra- describing “a long history of dynamic idea of mak- tive level and that will certainly take sev- economic partnership that has enhanced ing progress eral months.” prosperity in both countries.” They pre- in bilateral On the U.S. side, there is interest from dict that a bilateral free trade agreement trade agree- President Donald Trump, despite in- between the two countries “would be a creasing protectionism in the U.S., Borer catalyst for advancing freedom to trade ments says. and invest as well as for promoting over- “Trump’s argument is that he is in fa- all economic freedom in both countries.” vour of free trade but that the current The Heritage Foundation urged the agreements are disadvantageous for the Trump administration to consider granting U.S.,” Borer says. “We have seen this Switzerland tariff exemptions on steel and with NAFTA – he bangs on the table, aluminium products. The U.S. ambassador cancels the treaties, but then he does to Switzerland, Edward McMullen, has want to seal a deal that he can present as also encouraged Switzerland to try again. his victory. A free trade agreement with Talks failed in 2006 because of opposi- Switzerland would also give him lever- tion from Swiss farmers. age to put pressure on the EU, because “Agriculture accounts for less than the German, French, Italian companies one percent of the Swiss economy,” Borer competing with Swiss industry would be says. “We can’t allow ourselves to miss disadvantaged.” lantic Trade and Investment Partnership out on free trade agreements because of between the EU and the U.S. came to an agriculture.” WRITTEN BY CATHERINE HICKLEY

Efficient management of supplier declarations and correct use of free trade agreements – globally

There are already more than 400 ratified free trade agreements (FTAs) around the world to ease trade among the involved countries and offering savings potentials to companies with respect to customs duties, which results in competitive advantages.

However, companies can leverage such savings potentials and competitive advantages only by mandatory fulfilment of several complex rules of origin of goods as well as their detailed documentation. You want to know MIC more about MIC OCS? Tel.: +43(0)732-778496 This is where MIC OCS supports you! It provides the necessary tools Please contact us: [email protected] for the entire process of managing the origin of goods for a multitude of FTAs: From automated obtaining of supplier’s declarations using an innovative supplier web portal, to optimized calculation of the origin of goods. www.mic-cust.com 8 Swiss Trade www.swisstrademagazine.ch October 2018

IRAN Maintaining trade with Iran in the face of U.S. sanctions

U.S. President Donald Trump’s decision to pull out of the Iran nuclear deal and re-impose sanctions has already prompted some Swiss companies to cancel deals there. The business environment in Iran is “tough,” says Simon Tiberius Fundel, the president of the Swiss-Ira- nian Chamber of Commerce and Industry. But the EU is trying to find ways to help its companies to continue to conduct business there. And Fundel has a few ideas himself.

he costs of U.S. sanctions to the Iranian economy are devastating T – even before the next wave takes effect on November 5. The International Monetary Fund warned in October that the Iranian economy may shrink by 1.5 percent this year, compared with a forecast for 4 percent growth in May, before the new U.S. sanctions were announced. Next year, Simon Tiberius Fun- economic output could decline by 3.6 del, President of the percent, the IMF said. Swiss-Iranian Cham- In August, the Swiss train manufactur- ber of Commerce er Stadler Rail abandoned a billion-dol- and Industry. lar agreement to build 960 underground carriages in Iran. Stadler has a U.S. subsidiary that would be liable to penalties would circumvent sanctions by operating gible for a general licence from the U.S. under the US sanctions. independently from the U.S. banking sys- government and his company is linked “Doing business is tough,” says Fun- tem. It would create a kind of barter sys- to a strong compliance and “know your del, whose St. Gallen-based company, tem under which, for example, payment customer” datapool. But he is also exam- 4bridges, exports Porsche Design com- for an Iranian oil delivery to one country ining alternative methods of payment, in- puters to Iran. “The Iranian rial has could be covered by machinery exported cluding blockchain, to bypass the need plummeted against the dollar. Things will There is an there from another. to use the international banking system certainly get even more difficult for Iran if exchange of and SWIFT. “With blockchain, you don’t there is a lack of income from oil sales.” views over Blockchain Solutions need banks to transfer currency,” Fundel Iran between Fundel says he expects Switzerland to says. “The risk is also much lower that a Sanctions to Target Banks benefit from these measures too. payment wouldn’t arrive than with other The November wave of U.S. sanctions is the EU and “We are entering the age of digitalisa- current solutions.” expected to include banks, and is likely Switzerland tion where decentralized ecosystems are He advises any Swiss companies con- to interrupt traditional payment channels becoming available, and the EU is looking sidering trade with Iran to join the Swiss- for companies doing business in Iran. The for solutions without involving the U.S. fi- Iranian Chamber of Commerce and European Union has said it is determined nancial system, the U.S. dollar and U.S. Industry. “We are offering a trip to Iran to protect its companies from U.S. penal- citizens,” Fundel says. “There is an ex- for companies in November,” he says. ties while ensuring that they can continue change of views over Iran between the EU “You get an insight, you visit a local com- to operate in Iran. It has already passed and Switzerland. Switzerland is famous pany, you get to know business people a “blocking statute” allowing EU opera- for its decentralized system and Switzer- and the city of Tehran, and you can see tors to recover damages arising from the land has blockchain companies that can whether it appeals.” On the bright side, sanctions from the person causing them contribute to the SPV. If Swiss banks can he says, “Swiss products and services and and forbidding EU citizens from comply- bring their local advantages into play, Swiss precision are very highly valued in ing with them. then the EU will be open to that.” Iran.” Among the measures the EU is dis- Fundel’s company is still able to con- cussing is a Special-Purpose Vehicle that tinue business in Iran as products are eli- WRITTEN BY CATHERINE HICKLEY Swiss Trade www.swisstrademagazine.ch October 2018 9

RISK MANAGEMENT Insurance matters when entering new markets

Peter Gisler is the CEO of

SERV, the Swiss export risk Peter Gisler, insurer. He spoke to Swiss CEO of SERV. Trade about his switch to the Photo: Markus Bertschi insurer last year, the risks exporters face in unstable political situations, the importance of a solid contract between supplier and buyer, and how insurance can help exporters conquer new terrain.

YOU HAVE LED SERV for more than a year. What differences do you notice to your earlier work in banks and industry?

There are three sides in this business: the banks, industry, and insurance. I went from the fi rst to the second and now I am in the third. At fi rst it was a challenge to understand the mind-set of the this might sound, the basis of an export nancing, in contrast to many other state insurance branch, because it has a differ- deal is always the contract between the export credit insurers. As a consequence ent approach to problems from banks or supplier – in our case the exporter – and we need a functioning banking market industry. Secondly, it is a novelty for me the buyer. I often see contracts contain- to give Swiss exporters the best fi nancial to lead an organisation that isn’t engaged ing legal and commercial defi ciencies. De- solutions in combination with our insur- in completely open competition. But it is pending on the situation, these can cause ance products. important for me to point our employees the exporter diffi culties. For example, if in a direction that ensures we are con- he can’t meet delivery deadlines – this can THERE ARE COUNTRIES which offer great stantly improving in order to be able to We need a quickly have a fi nancial impact on the ex- potential for Swiss exporters – Iran act in a fast, solution-oriented manner. function- porter. The fact is that the best insurance for example – where banks refuse to do business. How can SERV support The third special characteristic of SERV ing banking solutions don’t help if the contract isn’t is that it operates sustainably and for the solidly structured and the exporter there- exporters in these markets? long-term. My background is in compa- market to fore is not in a position to claim payment SERV is open to examining deals and of- nies that are publicly listed on the stock give Swiss from the buyer. fering insurance solutions in Iran. The con- exchange and plan quarterly. It’s a differ- exporters the dition, however, is that payment channels ent pace. best fi nancial IN WHICH IMPORTANT export markets and fi nancing possibilities are known in have risks changed most noticeably in solutions in advance. Given the problems in Iran, this WHAT PROBLEMS do export companies recent times? is very diffi cult at the moment. Our hands face in politically uncertain situations? combina- Foreign exchange-rate turmoil in Turkey are often tied at this level. In other diffi - In uncertain situations, payment risks tion with our and Argentina has changed the risk sit- cult markets we offer insurance solutions increase and so does the pressure on ex- insurance uation there. SERV remains open to in- to cover short, medium and long term pay- porters and payment conditions. General- products suring deals in these markets but carries ment risks. With these, we can sometimes ly speaking, availability of local fi nancing out more detailed assessment on these re- even enable exporters to enter a market in the purchasing market means that the quests. they would otherwise not tackle. This was ability to offer export fi nancing can be an confi rmed by our latest customer-satisfac- important competitive advantage. WHAT IS THE ROLE of SERV in relation tion survey. In these markets, fi nancing is a to private banks and insurers? challenge. With the help of insurance, the WHAT RISKS should exporters pay spe- SERV is by law subject to the subsidiari- exporter can offer the buyer fi nancing that cial attention to? ty principle. That means that it works to can be decisive in winning a contract in an The risks are numerous. One that we of- complement the private market. It is a so- international tender. ten recognize in handling claims is the called Pure Cover Agency, which means quality of the sales contract. As trivial as that it only offers insurance and not fi - TRANSLATED BY CATHERINE HICKLEY 10 Swiss Trade www.swisstrademagazine.ch October 2018

COMMUNICATION New playing field for communication

In an increasingly globalized and digitalized busi- to tailor their communication so that it is ness environment having the right communication not only locally relevant, but also works on a global basis, where anyone, any- skills is paramount. Many companies underesti- where will be looking at the website.” mate the risk for unintended consequences when communication is not adapted to new media Underrate risks channels and the global playing field. Even overlooking a small detail in an image or using a single word that may be ambig- wiss companies have a multi-lin- uous to some readers can trigger unpre- gual, international outlook in- dictable negative reactions. And once the S grained in their very DNA. But damage is done it can take time to rebuild today communication is changing fast. corporate image and customer confidence. Not only has it become even more impor- “These completely inadvertent over- Language tant in and of itself, with a strong focus sights can lead to very acute and sensi- Pius Fellner, Country Head Switzerland on customer experience. With the force- is more art tive situations, whether they are temporal for CLS Communications. ful corporate push to digital communica- than science. and confined or represent a broad cultur- tion every message and image is exposed It involves al challenge. A recent example is when a points out that relying too heavily on AI to billions of potential readers. It is no hundreds major soda producer’s marketing slogan, entails considerable risks. longer enough to look at a well-defined, mixing English with Maori, backfired in “Language is more art than science. It in- targeted market and use the correct lan- of rules and New Zeeland. Most companies, large and volves hundreds of rules and nuances. The guage or make the relevant cultural con- nuances small, underrate these risks,” he adds. question is to what extent we want to em- siderations for this particular area. brace the bulk work of machines. It definite- “The number of communication chan- AI evolving ly has its place, but in the end it is still the nels at companies’ disposal adds im- AI has been used by businesses for many expertise and judgment of the human com- mensely to the complexity,” says Pius years to facilitate translations and its use municator or interpreter that will prevail.” Fellner, Country Head Switzerland for in corporate and public communication CLS Communications. “Businesses need is evolving quickly. However, Pius Fellner WRITTEN BY CRISTINA LEIFLAND

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Zurich University of Applied Sciences Swiss Trade www.swisstrademagazine.ch October 2018 11

EUROPA FORUM Staying ahead in a competitive global market Innovation and a speedy re- ence and insures freedom, which is par- I have lived and worked in all these re- sponse to customers’ needs are ticularly helpful in difficult times. gions. Of course, local characteristics play the key to staying ahead in a a role, and the differences are considerable HOW CAN ESTABLISHED COMPANIES en- and multi-faceted. In order to sell, it is im- competitive global climate for sure constant renewal and momentum portant to listen to everyone, be self-effac- exporters, says Michael Willome, for innovation? ing, and show presence. Respect, modesty, the Group CEO of Conzzeta AG. Even if digitization is changing our world, honesty and consistency are virtues that are it is the people who ultimately make the valued everywhere in the world. I see the HOW CAN EXPORT-ORIENTED companies difference. Creativity and an entrepreneur- biggest difference in Asia, where speed is of thrive in international competition? ial mindset are essential. It’s a question of the essence and big solutions are required. Michael Willome, Innovation and permanent renewal are Group CEO of the business culture. Unfortunately, we In Europe, progress can be incremental. the keywords for me. Ultimately, it’s Conzzeta AG. still see too much bureaucracy and cau- about added value that customers are pre- tion. The perfect solution often comes too TRANSLATED BY CATHERINE HICKLEY pared to pay for. And the key is to never late – it’s better to offer an 80-percent so- stand still, because success can be copied, lution quickly, then take the last steps to- and that’s when the competition gets a gether with the customer. Companies have THE EUROPA FORUM: foothold. You have to stay ahead. That Your product to respond rapidly and work backwards requires vision and the courage to ven- range must from the customer’s needs to determine ture down new avenues. Particularly in offer added how they can meet their requirements, Global competition of locations high-cost locations like Switzerland, com- value that rather than the other way round. Success- Learn from top representatives of international companies how you can seize panies have to make permanent, uncom- customers ful companies have open and communica- promising efforts to increase efficiency. tive employees who are ready to take risks. the opportunity in this increasing com- Innovation doesn’t just apply to products: are prepared petitive environment for your company. it involves the entire business model and to pay for WHICH EXPORT MARKETS do you know The upcoming forum: process optimization. The whole package particularly well? 12th November 2018 – KKL Lucerne must be right. It is an advantage to have a From personal experience, I know Asia, Eu- www.europaforum.ch solid capital base – this creates independ- rope, the Middle East and North America.

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CHINA How to tap the world’s largest e-commerce market

China’s enormous e-commerce market is al- luring for foreign companies seeking to tar- Lukas Zuest, board get consumers directly. A new law to take member of the Swiss- Chinese Chamber of effect in January 2019 may make it more Commerce. Photo: ©T+T Fotograﬁ e / attractive by eliminating some of the risks Toni Suter + Tanja Dorendorf and uncertainties, says Lukas Zuest, a board member of the Swiss-Chinese Chamber of Commerce who also serves as an attorney and head of the China desk at the Swiss law firm Vischer AG, based in Zurich and Basel.

he market potential is almost limitless. The number of inter- T net users in China surpassed 800 million in the ﬁ rst half of 2018, according to the China Internet Network Infor- mation Centre – more than the combined population of the U.S., Russia, Japan and Mexico. All those internet users are potential e- commerce customers. In the second quar- ter of the year, the Chinese internet giant Alibaba, which operates the e-commerce commerce sales are expected to increase jointly liable with the infringing party for platforms Tmall.com and Tmall.hk, re- to $160 billion in 2020 from $85 billion damages. The law also strengthens con- ported 576 million active users. And the It is neces- in 2016. sumers’ right to data privacy. market is growing – fast. “The Chinese sary to set are among the most enthusiastic inter- up a base Powerful Platforms “Good Foundation” net users, in all age groups,” says Zuest. in China in The size of the market, its rapid growth, “The law offers more legal security,” says “Older Chinese are very open to the in- order to have and a low level of government regulation Zuest. “We will have to see how it is en- ternet.” has meant that the enormous e-commerce forced, but it is a good foundation for a Zuest distinguishes between two types access to the platforms “have become very powerful,” healthy e-commerce environment.” of e-commerce in China: local and cross- whole Chi- Zuest says. The new law, which takes Swiss companies which already en- border. The local industry – where Chi- nese market effect on January 1, 2019, is aimed “at gage in cross-border e-commerce in Chi- nese companies sell their products to protecting the interests of all participants na include Migros, the country’s largest Chinese consumers on platforms like – consumers, the e-commerce operators retail chain, and the confectionary pro- Tmall – is “a mature market, it has had and the platforms,” he says. ducer Lindt & Sprüngli. Zuest believes 15 years to establish itself,” Zuest says. Consumers and e-commerce operators that foreign companies entering the Chi- Foreign companies can engage in local e- who sign up to a platform have until now nese consumer market should consider an commerce as long as they have a subsidi- had to accept terms and conditions that omni-channel strategy by starting with ary in China. The market, which totalled often change without notice, Zuest says. cross-border e-commerce, then graduate $400 billion in 2016, is expected to grow “Under the new law, there will be some to domestic e-commerce and classic retail to $800 billion by 2020. restrictions,” he says. “Platforms will markets to provide Chinese consumers Cross-border e-commerce allows for- have to seek public comments on pro- with a seamless shopping experience. eign companies to sell their brands di- posed changes and publish any changes “It is a very dynamic environment,” rectly to Chinese consumers without a in terms and conditions seven days in ad- he says. “If companies get involved, then local subsidiary. The ﬁ rst cross-border vance.” they should probably not limit them- e-commerce platform was Tmall Global, Intellectual property will also be bet- selves to cross-border e-commerce in the which was followed by many others like ter protected, Zuest says. Companies long term. It is necessary to set up a base JD Worldwide and Kaola, and the mar- will have the right to demand that the in China in order to have access to the ket is newer: it has developed over the platform removes any products that in- whole Chinese market.” past four years “in a low-regulation en- fringe on intellectual property rights, and vironment,” Zuest says. Cross-border e- failure to do so will make the platform WRITTEN BY CATHERINE HICKLEY Swiss Trade www.swisstrademagazine.ch October 2018 13

TOKYO 2020 Opportunities for Swiss companies

The Summer Olympic Games tive growth path. In 2017, real GDP ex- panded by 1.7 percent and the upcoming 2020 will be held in Tokyo from Olympics are expected to have additional July 24 to August 9. They rep- benefits, particularly with a sustained in- resent the highlight of a series crease in tourism as well as higher levels of international events, starting of investment in the construction sector. in 2019 with Japan’s presidency One example is Swiss building materials Photo courtesy of Tokyo 2020 of the G-20 and the first Rugby company Sika, which is involved in several projects in Tokyo. ating visibility for Switzerland through cer- World Cup ever in Asia. Overall, Japan is the sixth-largest mar- emonies and press conferences, as well as Martin Herb, Presi- ket for Swiss merchandise exports with providing opportunities for Swiss compa- dent Swiss-Japanese he Olympic Games as a ma- Chamber of Com- a total of CHF 7,467 million in 2017. nies to showcase their products or services. jor sports event are expected to merce. Ms. Jacqueline Tschumi, S-GE consultant In Switzerland, the Swiss-Japanese T stimulate economic activity in for Japan, emphasises that Swiss qual- Chamber of Commerce will supply a plat- Japan, the third-largest economy in the ity products, especially medical devices, form for executives to meet the director world. The urban Tokyo Olympics are of pharmaceuticals and machinery, are well- of the House of Switzerland in Tokyo at particular relevance in a country where known and in demand in Japan. Switzer- the New Year’s reception “Shinnenkai” over 94 percent of the total population Overall, land’s role as the third-largest European on January 14, 2019, in Zurich. Beyond of 126.7 million people live in cities – a Japan is the foreign investor is equally noteworthy, af- that, a joint business seminar with S-GE perfect opportunity for Swiss brands to sixth-largest ter the Netherlands and France, making and Jetro, “Impulse Event: Japan,” will position or increase their presence in the market for up 4.4 percent of all FDI stock, i.e. 11.3 take place on March 7, 2019, in Zurich to dynamic capital city of Tokyo. billion CHF in 2017. showcase different success stories of Swiss Swiss mer- companies in Japan. Detailed information Boost to Growth chandise House of Switzerland is available on www.sjcc.ch/events. Thanks to more than five years of the rel- exports During the Summer Olympics in Tokyo, atively successful economic policy known Switzerland will be represented with its WRITTEN BY MARTIN HERB as “Abenomics,” Japan is back on a posi- own House of Switzerland, thereby gener- AND DOMINIQUE URSPRUNG

“Thanks to Switzerland Global Enterprise and receiving the Export Award, we were able to benefit from a high level of media exposure.”

CÉDRIC MOREL CEO SENSILE TECHNOLOGIES SA

Are you an internationally successful company? Become one of our candidates! Submit your application at s-ge.com/exportaward by 15/01/2019. 14 Swiss Trade www.swisstrademagazine.ch October 2018

REACHING YOUR MARKET Small nut cakes for the big world market Reto Schmid from Sedrun makes what is surely the smallest Bündner Nusstorte, or Grisons nut Reto Schmid’s bakery cake, in the world and is currently conquering produces up to 50,000 international markets with them. It’s a success small tartlets every day. based on innovation and determination – and a little help.

eto Schmid’s bakery lies in the heart of the Grisons mountains, R at over 1,400 meters above sea level. Together with his employees, he produces up to 50,000 small tartlets every day – and this is still not enough to meet demand: “We’ve already had to turn some customers away,” says Schmid, who owns La Conditoria. His business is fl ourishing and La Conditoria exports nut tartlets to countries like Germany, Ja- We’re con- that this product could be developed into (S-GE), the offi cial export promotion or- pan, Russia, South Korea and the USA. In vinced that a long-term project. ganization on behalf of the Swiss Con- order to meet demand and grow further, federation. Reto Schmid refl ects: “We’re Reto Schmid is building a new produc- potential cus- International trade fairs convinced that potential customers be- tion center in Sedrun with a capacity of tomers be- as a shop window come aware of us via the Swiss stand.” 20,000 tartlets per hour. come aware Reto Schmid has not only reinvented a In addition to the Swiss Pavilion, La Up until a few years ago, the family-run product rich in tradition, he also wants Conditoria has already used other servic- business was a typical village bakery with of us via the to conquer international markets with it: es from S-GE. “We planned our market a café, but the declining population, the Swiss stand “Everyone on the planet should have the development in Germany together with ending of the NRLA construction site and opportunity to eat a nut cake from Gri- the consultants in Zurich.” More specifi - crumbling tourism forced Schmid to use son,” he says decisively. In order to fi nd cally, the aim was to fi nd the right busi- his innovative spirit. He therefore began potential buyers and tap into new mar- ness model and the right business partner. work on the creation of a new form of kets, Reto Schmid exhibits at internation- Reto Schmid has now successfully gained Grisons nut cake, smaller and lighter than al trade fairs, where he can present his a foothold in Germany and various other before. After several hours in the bakery product directly to visitors and offer it for markets, and this international success is and various tastings, the mini form of the tasting. To get noticed at the trade fairs symbolized by his world map, on which Grisons nut cake was born, weighing 19 g and to attract attention, La Conditoria is he marks each new export country with and measuring 4 cm tall. The snack tart- part of the Swiss joint stand, the SWISS a colored pin. lets made consumers’ mouths water, and Pavilion. This is organized by the project it quickly became clear to Reto Schmid team from Switzerland Global Enterprise WRITTEN BY SILVANA GIGER

Swiss-Asian Chamber of Commerce, your partner in doing business in the ASEAN region – Bahrain, Kazakhstan, Korea, Mongolia, Pakistan, Sri Lanka, Taiwan, Timor-Leste, United Arab Emirates and Uzbekistan!

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CRYPTOCURRENCIES Exciting opportunities with blockchain

Cryptocurrencies have seen Zug-based companies in the sector are sharp rises and dramatic falls opening offices in the region and local financial centers are very active, working this past year. But one thing is to attract new, international businesses.” certain – electronic cash and the underlying blockchain technolo- Immature market gy are here to stay and offer ex- The market for cryptocurrencies has citing investment opportunities. proven volatile, with the rise and fall of Bitcoin as a prime example. In the wake As with any of Bitcoin, a large number of other cryp- new product ust like Zug outside of Zürich, Dubai tocurrencies have joined the hype, only and the United Arab Emirates have to quickly fade away. However, as in any or technology, developed into dynamic hubs for immature market, where there is a high it is impos- Urs Stirnimann, Vice President of the Swiss J Business Council United Arab Emirates. start-ups in the blockchain sector. Ad- risk there are also potentially high re- sible to know vantageous decisions, where crypto as- wards. at an early sets are treated as commodities and fall “As with any new product or technol- stage which Urs Stirnimann emphasizes that despite under free-zone regulations, as well as the ogy, it is impossible to know at an early the security concerns and risks that we see explicit goal of the Dubai government to stage which companies will survive and companies today, blockchain technologies are sure conduct at least 50 percent of its trans- prosper. Just look at the automobile in- will survive to become established, integrated parts of actions in blockchain-technology within dustry, only a few companies have made and prosper how we conduct transactions in the future. the next two years, have contributed to it long-term,” Mr. Stirnimann points out. “We estimate that blockchain technol- the buzz. “This is a risky market, but there are ogy will play a role in virtually all types “We see many exciting, innovative many opportunities for investors. Now of transactions in the future. It will take start-ups here in Dubai and the UAE,” we see the focus shifting more and more a few years, but it has started to happen says Urs Stirnimann, Vice President of to blockchain technologies and the vast and it is happening fast.” the Swiss Business Council and Chairman array of possibilities that they offer, such of the Swiss Financial Group. “Many as smart contracts.” WRITTEN BY CRISTINA LEIFLAND

Zurich Basel www.vischer.com 菲谢尔

vischer china desk Your legal team for business in c hina

get in touch [email protected]

VI0737_Anz_China_Desk_210x134.indd 1 02.10.18 (KW 40) 09:17 16 Swiss Trade www.swisstrademagazine.ch October 2018

SWISS WATCH INDUSTRY Swiss watch exports gain strength, boosted by China

The Swiss watch industry next 50 years. The same goes for India, “Watches were always white or yellow Indonesia, Latin America. Luxury mar- for centuries – white gold, platinum, steel – the third largest national kets will grow and grow, because more or titanium; or yellow like gold,” he says. exporter after chemicals and more people are entering the middle “There were just two colours. Now there and machines – is power- class.” are other options like ceramic and ultra- Potential risks, he says, are political, light materials. The young don’t want ing ahead in 2018, benefi nancial and economic. “The trade war If we are gold, and they want a super-light watch.” fiting from a strong world between the U.S. and Europe and the U.S. strong in Being innovative also means adapt- economy and a depreciation and China is creating unrest and disrupt- ing to a young generation of millennials ing international trade, and it could lead China, then – many of whom grow up without wear- of the Swiss franc against to economic slowdown,” he says. “We we are also ing watches, he says. “For a German man other major currencies. If the have seen weakness in Greece, now we strong in aged 50, it is almost a matter of course to environment remains sta- are seeing risks in Italy.” every country wear a watch. But many young people no or city where longer wear watches.” TAG Heuer has set ble, 2019 should be another Innovation and Tradition up a millennials advisory board and meets good year, says Jean-Claude He also warns that the industry has to the Chinese regularly with a group of people aged be- Biver, Chairman of Hublot keep innovating while maintaining its travel tween 14 and 18 to listen to their views. roots in tradition. “No tradition equals “I know what older people want be- and Zenith. no future,” he says. “But no innovation cause I belong to that generation,” Biver also means no future. We need both.” says. “I cannot by instinct know what a fter a tough year in 2016, “we One important area of innovation for young man wants – I have to listen, to are returning to much better TAG Heuer is metallurgy, Biver says – learn from the millennials.” A times,” Biver says. “We’re ex- particularly in the colour and weight of pecting to see a good 2018. If there are no watch casing. WRITTEN BY CATHERINE HICKLEY misfortunes in the fi nancial industry, the economy, the political environment, then we have good prospects for 2019 too.” Watch industry exports rose 9.5 per- Jean-Claude Biver, cent from the previous year between Chairman of Hublot and Zenith. January and August 2018, to 13.8 bil- Photo: Fred Merz / Rezo.ch lion francs, according to fi gures from the Federation of the Swiss Watch Industry. Growth was particularly vigorous in Sin- gapore and in China and Hong Kong, which are among the most important markets for Swiss watches. Asian nations together account for half of total exports. Broken down by territory, the fi gures don’t expose the dimensions of the Chi- nese market, Biver says. “Every watch that is sold in China equals two watches sold elsewhere, because the Chinese travel a lot and they have the tradition of bringing back a small present,” he says. “If we are strong in China, then we are also strong in every country or city where the Chinese travel.”

Chinese Potential Biver says the potential for the Swiss watch-making industry in China is still enormous – even though sales there already total close to 200 million francs a month. “People say that the Chinese middle class will number 300 million,” he says. “Today it is perhaps just 100 million. There is colossal potential for the Swiss Trade www.swisstrademagazine.ch October 2018 17

PALM TREES AND GLACIERS: Switzerland Offers Tourists Compactness, Diversity

Martin Nydegger, the new CEO of Switzer- land Tourism, says his homeland offers tourists the compactness and diversity of a Swiss army knife combined with the reliability of a Swiss watch. No wonder the number of tourists who visit from China, South-East Asia and India has been climbing rapidly over the past four years.

AT THE BEGINNING of the year, you became the new CEO of Switzerland Tourism. What is Switzerland for you? Switzerland, my homeland, is a country with an incredible diversity on a very small territory, with breath-taking na- ture and a mosaic of cultures and traditions. When you travel in Switzerland, in just a few hours you discover a variety Martin Nydegger, CEO of landscapes, new traditions, a new cul- There is of Switzerland Tourism. ture. In the morning, you can walk on a probably no Photo: Switzerland Tourism glacier and in the afternoon enjoy a cock- tail on the lake shore under palm trees. other coun- The Swiss army knife is a good metaphor try that can for Switzerland as a tourism destination: offer as wide very compact and yet diverse, reliable, a variety of pitality are key elements of our USP for up on our mountains, enjoying a sce- well organised, it has everything you need discoveries corporate clients. Short distances be- nic train ride on a line of our legend- and still, it will always surprise you with tween attractions, premium locations for ary Swiss transport system, such as the all the possibilities it can offer. and impres- exceptional meetings and events, and the Bernina or Glacier Express, and having sions within guarantee that everything works like a some time for shopping to buy a genu- HOW DID THE INCENTIVE MARKET devel- such short Swiss watch make it the ideal choice for ine Swiss watch, a Swiss army knife and op from Asia? distances as all meeting/incentive planners. some Swiss chocolate. We started specifi c activities in this seg- Switzerland ment with dedicated incentive manag- CAN A GROUP VISIT different destina- WHERE DID YOU LAST ATTEND a meeting ers in China, South East Asia and India tions in one day? outside your office? about 4 years ago. Since then, we have There is probably no other country that I recently attended a meeting with my seen annual double-digit growth in both can offer as wide a variety of discover- colleagues from the executive board of the turnover and the number of incentive ies and impressions within such short dis- Switzerland Tourism at the Grand Ho- trips to Switzerland from the markets of tances as Switzerland. It’s an ideal place tel Giessbach. This is a truly exception- the Asia-Pacifi c region. for hub and spoke tours. Staying in one al place in the Bernese Oberland, on the area and exploring attractions in other shores of Lake Brienz. This hotel, built WILL THE MARKET continue to grow? regions without packing and unpacking in 1873, is a jewel among Swiss hotels Currently we can attract about 150 Swit- is really easy, in particular thanks to a and a witness to the history of tourism in zerland incentive trips from the Asia-Pa- very reliable and dense public transporta- Switzerland. Surrounded by mountains, cifi c market per year with an average size tion system. Incentive groups can enjoy a forests and alpine meadows, located just of 80 to 100 people. We believe that we cruise on a lake steamer in the morning, above crystal-clear Lake Brienz, it’s an will be able to increase this fi gure to over touch eternal snow on the top of a moun- oasis far away from the hustle and bus- 200 in the next couple of years. tain in the afternoon and have dinner in tle of everyday life and traffi c, with its a medieval old town classifi ed as a UN- own funicular and framed by the much- WHY IS SWITZERLAND the perfect desti- ESCO World Heritage site. celebrated, silver foaming Giessbach nation for incentives? Falls. A wonderful place to hold inspir- The awe-inspiring landscape, combined WHAT ARE THE MUST-SEES for clients ing meetings. with world-class infrastructure and ser- coming from Asia? vices, as well as the legendary Swiss hos- Touching eternal snow and ice high WRITTEN BY CATHERINE HICKLEY 18 Advertorial Swiss Know-how for a Mexican Brewery

A small company holds its own against international competition in the beer industry. The example of M&L Consulting shows that this is possible. Even so, export deals also present some challenges in this case.

Surviving as a small company in outsources the actual manufacture ity to see things through the eyes of customer’s factory site, are a signifi- the beer industry, alongside mul- of the equipment. This enables it the customer is another essential cant reason why M&L Consulting tinational giants? Impossible. You to concentrate on its core compe- factor: When a contract is awarded sometimes has to “ditch” projects. might think so. Ernst Meier, certi- tencies. One “M&L speciality” is, the M&L employees first listen to So that this does not happen in this fied brewer and CEO of M&L Con- for example, its long-lasting filter the customer’s ideas, defining the case, SERV is supporting this trans- sulting GmbH in St.Gallen, proves cartridge, which cleans the beer of task together with him. Only then action with working capital insur- the opposite. M&L Consulting ad- yeast, rubber residue, etc. with dia- do they start concept development. ance, making financing easier. vises breweries in the area of filtra- tomaceous earth (alginate powder). A Mexican brewery is one of their tion technology. With its services, it longstanding customers. It commis- The Recipe for Success sioned M&L Consulting to equip i M&L Consulting supplies custom- a complete space with production “If we want to stay in ers in every part of the world and is facilities worth around EUR 3 mil- SERV insures political and del business we have to be currently growing: from originally lion. As in other industries, tough credere risks involved in export- able to offer finance for two employees in 2005, the small contractual terms are the rule even ing goods and services. enterprise now employs 12 people, in this small industry: in spite of the the project.” SERV Swiss Export Risk Insurance with a total of up to 20 employ- fact they have worked together for Ernst Meier, CEO of M&L Consulting Phone: +41 58 551 55 55 ees together with its partner com- years, the customer is not prepared [email protected] panies working on M&L projects. to make a down payment. “If we www.serv-ch.com supports its customers in improv- What is its recipe for success? “If want to stay in business we have ing their quality and efficiency, and you have a certain talent, you work to be able to offer finance for the creates new concepts as well as the hard and you can count on skilled project,” said Ernst Meier. The long detailed engineering for this area employees, you can achieve some- payment periods, which often only of production. M&L Consulting thing,” says Ernst Meier. The abil- start when the goods arrive on the

M&L Consulting GmbH supplies a Mexican brewery with a complete production facility. Advertorial 19 Franklinturm – the new centre of Oerlikon Everyone is talking about northern Zurich – and with good reason.

Oerlikon is justifiably frequently and services, including an attrac- named as a trendy new place to be. tive retail and gastronomy area on It is growing and changing more the ground floor. quickly than any other district of One unique feature of the new Zurich. More and more young peo- building is that it will offer a way ple are moving there and more than into the central pedestrian tunnel, 2,000 new apartments were built so it will be almost directly connect- there last year. Its dynamic devel- ed to Oerlikon station, granting ten- opment is supported by ideal trans- ants, passers-by and customers easy port links to eastern Switzerland, access. It will provide a new urban to the airport and to Zurich main link between the station and the station. Oerlikon is set to become a Leutschenbach residential complex. desirable service centre in the com- This major construction project is ing years. designed to meet the requirements The latest milestones in its devel- of the “Platinum” certificate issued opment are the re-opening of the by the Swiss Sustainable Building tower blocks and those in planning extended railway station in 2016 Council. Construction begins in are changing the skyline around i and the opening of the newly com- 2019 and completion is scheduled Oerlikon station in this important pleted Andreasturm in 2018: Oer- for the end of 2022. Zurich hub. The city of Zurich ini- SBB Real Estate likon now has the sixth-biggest The Franklinturm will become tiated a development process more SBB Real Estate operates or is developing around 3,500 station in Switzerland with over the counterpart of the Andreas than ten years ago to improve the buildings and 3,600 sites. 100,000 people using it daily. It is turm, which SBB Real Estate built quality of life in this former indus- The real estate projects range an urban hub for creative people. on the eastern side of the station. trial area in a sustainable way. from stations of varying sizes The Franklinturm is designed by Thomas Rinas, the project man- and small buildings to major New urban link Armon Semadeni Architects. It is ager, highlights the advantages of complexes near stations. SBB is The next highlight is on its way: on tiered at the top, so it fits in well the Franklinturm: continuously developing stations according to demand, respond- Hofwiesenstrasse, right by the sta- with the Neumarkt tower block, “One big advantage is the mul- ing to increased passenger tion, the Franklinturm will rise up which is 20 metres shorter, and ti-functional space at the Franklin- traffic and changing customer – a modern building with 15,000 the neighbouring Swissôtel, which turm. Whether it’s for a small needs. In addition, it develops square metres of space for offices is a few metres taller. The existing technology company, or for a big the areas around stations care- corporate tenant which requires a fully and sustainably. SBB Real staff restaurant including a terrace, Estate thereby creates modern, lively station districts and maximum space efficiency, indoor actively contributes to the im- and outdoor parking and catering provement and evolution of city on the ground floor, the Franklin- centres. This generates space turm offers all of these options. for living, working, education, The great view and the central shopping and relaxing. SBB location directly by Oerlikon sta- Real Estate also sells land and buildings which are no longer tion are added benefits that are im- strategically relevant to SBB. portant to today’s employees. Some floors have already been Contact: let, four years before comple- SBB AG tion. This shows the quality of the Real Estate Development Franklinturm. Christian Toso Vulkanplatz 11 The Franklinturm focuses on the P.O. Box essential, even when it comes to CH-8048 Zurich parking. There is no need to waste [email protected] time and energy squeezing into nar- +41 79 652 83 00 row parking spaces here. Instead, franklinturm.ch vehicles will be parked automatically while tenants are already on their way into the office and will be ready for departure on demand.” 20 Advertorial Effective, yet agile leadership How do you improve ef- i fectiveness as a leader and deal with the increas- Rochester-Bern Leadership ing need for agility? – Find Summit 2019 Leading Myself & Others in an answers from academia, Agile Environment business and sports during March 7–8, 2019 the Rochester-Bern Leader- Victoria-Jungfrau Grand Hotel & Spa, Interlaken ship Summit in March 2019. Photo: © Thomas Sent Target audience: Leaders, managers, directors, founders, en- trepreneurs, and interested guests Great leadership is THE success an answer to the question: How do will inspire you and help you find factor in today’s world, be it in I inspire and guide myself and en- solutions. Join our Summit and dive Program details and registration: business or sports. You must know able others to discover and grow with us into the world of agile lead- www.rochester-bern.ch/ summit2019 how to lead yourself and others in their potential to become proactive ership in an inspiring surrounding: order to form effective collabora- shapers in our rapidly changing • Explore tools and methods to tions and achieve goals. globalized business environment? improve efficiency • Deal successfully with new New Dimension The Future of Leadership leadership dimensions and agile The reason for the increased impor- Above question and many oth- environments tance of leadership lies in the con- ers will be addressed from various • Collaborate on leadership in tinuous and sometimes fast change, perspectives during the upcoming the context of innovation, virtu- • Network and share your expe- which has become a constant in Rochester-Bern Leadership Sum- ality, and millennials riences with business leaders and our lives. Innovation and digitaliza- mit. Inputs from academia, busi- • Learn to apply principles of peers from various industries tion are just two important drivers ness, and sports, workshops and high level sport in achieving goals • Reflect, discuss and raise ques- thereof. In this challenging envi- panel discussions as well as lots of and creating a more productive tions on how to become a new ronment, every leader has to find networking and experience sharing environment generation of leaders

Advertorial Exclusive Swiss-made cryptocurrency watches in a limited edition Inspired by the concept of cryptocurrencies, the renowned Oliver Ebstein, the owner and independent Swiss watch brand Chronoswiss has created CEO, says “as a mechanical-watch brand which was founded against five luxurious crypto-design watches. These extravagant all odds in the quartz crisis, we models from the Blockchain Series are produced in a lim- have long combined tradition and ited edition of 101 in each set. vision. So it goes without saying that we are curious about the fu- The traditional Swiss watch manu- high standards of quality, showed ture and open to it. Cryptocur- facturer Chronoswiss, known for its an early openness to technological rencies and blockchain technology innovation. It was one of the first are the future, and Chronoswiss is brands in the luxury watch market following them actively and sup- i to offer its exclusive timepieces via porting them. With this homage to its own E-Shop. In autumn 2017, cryptocurrencies, Chronoswiss is House of Chronoswiss the company decided to accept pay- combining the roots of traditional Löwenstrasse 16b 6004 Luzern ment by Bitcoin (and other selected watch-making with the digital rev- olution caused by new world cur- Tel +41 41 552 21 80 cryptocurrencies) at its E-Shop and at its company boutique. rencies.” www.chronoswiss.com The next step was logical: in The guarantee certificates for the 2018, Chronoswiss presented a watches in this innovative special collection of watches inspired by edition are already registered in House of Chronoswiss in Lucerne. the concept of cryptocurrencies – blockchain via smart contracts – Not only are they unique, they meet the Blockchain Series Limited Edi- forever! These luxury watches have top-league technological and qual- tion, which consists of five different been produced to the highest stand- ity standards. For more informa- models. ards of Swiss watchmaking at the tion, go to www.chronoswiss.com Advertorial 21

Excellence by the lake Grand Hotel Villa Castagnola, Lugano, is a five-star property, located within a subtropical park, and member of Small Luxury Hotels. It was built in 1880 by a Russian noble family to be their winter residence, before being bought by a Swiss family in 1885 and transformed into a renowned hotel.

Rooms and suites for or lake views, balcony, terrace or delicate flavours that you won’t for- a Fitness room, Sauna & Bio- an elegant stay loggia. All rooms, of which 32 are get. During the warm season, din- Sauna, Calidarium & Steam bath The hotel offers 74 rooms, of ex- Junior Suites and Suites, have indi- ner is served on the outdoor terrace, and a Hydropool, a clay tennis ceptional charm, individually vidual air-conditioning, and pro- overlooking the garden and the court, a private lakeside terrace, styled, with stunning park and/ vide the most modern comforts. lake. Restaurant Gallery Arté is the the Clarins Beauty Corner, which only 1 Michelin Starred Restaurant provides a wide range of massages Three Restaurants for in Lugano. A theme restaurant in- and body treatments & the Dani- i your dining experience side an art gallery, it offers a mag- lo Hairstyling hair salon. Visiting La Rucola, Le Relais or nificent and unique view over the Gallery Arté al Lago, means bask- gulf of Lugano as well as a dainty A unique space for Grand Hotel Villa Castagnola ing in the delicious Mediterrane- cuisine. Signature dishes of our Ex- creative minds Viale Castagnola 31 6906 Lugano an-inspired dishes prepared by our ecutive Chef Frank Oerthle are en- Each of our 10 meeting rooms, Phone: +41 91 973 25 55 Chefs, made with only the freshest tirely new and original. The menu with seating capacity of up to 120 Fax: +41 91 973 25 50 seasonal ingredients. Silent and in- stands out for sweetwater and sea people, have an elegant décor, [email protected] tense symphony for your palate. food specialties. original artworks, direct daylight www.villacastagnola.com La Rucola, born under the motto The Hotel bar Le Bar, renowned with large windows overlooking “Fresh & Easy Dining”, offers light as much for its rich, opulent interior the park, and are equipped with and delicious meals in a cosy and as for its menu of new and classic high-tech audio/visual equipment. informal setting. cocktails also has live piano music. “The” place for distinguished Le Relais – 14 points GaultMil- presentations, outstanding events, lau: In an elegant setting, our Chef Live the moment private meetings or conferences Christian Bertogna, offers a light Wellness Area, which offers a that will be organized for you with and innovative Mediterranean cui- heated indoor pool that opens the utmost professionalism and sine, a balance between colours and onto a large garden with sunbeds, discretion. 22 Advertorial Le Mirador Resort & Spa – Pamper yourself above the clouds

High up on the green slopes of Le Mont-Pèlerin, among Switzerland’s UNESCO heritage vineyards and only 50 minutes from Geneva Airport by car, lies the splendid Le Mirador Resort & Spa. The hotel is member of “The Leading Hotels of the World” and “Swiss Deluxe Hotels”, and combines inspiring views of the alpine landscape with a sleek, contemporary design and world-class services. In 2016 Le Mirador Resort & Spa was bought by the Citychamp Dartong Group.

Guestrooms ful variation of international dishes monise the silhouette, revive the From the 63 well-appointed rooms that will fulfil the appetite of the skin and preserve youth. & suites, choose between the classi- gourmets. French Chef Philippe cal yet refined rooms of the historical Bossert’s refined cuisine goes along The Mirador Health building, and the elegant contempo- with the magnificent panoramic & Wellness Center rary design of the rooms of the new view from the restaurant, and in Enjoy relaxing, detoxifying and wing of the hotel. The breathtaking summer, with what is recognised energising cures at the Mirador view of the surrounding area can be as one of Europe’s most beautiful Health & Wellness Center. The admired from the private balcony terrace. Every Sunday, a delicious holistic and integrative approach each of them are featured with. brunch is served from 12h to 15h. enhances well-ageing treatments In the sifted and elegant ambiance with alternative therapies such as Culinary delights taken of the Bar, Lounge & Terrace, an ozone, hyperthermia, hydrocolon, to new heights enviable selection of vintage whis- magnetic, chinese medicine, biores- In the restaurant “Le Patio”, with kies can be discovered. The Japa- onance or neurofeedback. The nu- its 13 points in the culinary guide nese Hinata restaurant will offer tritionists, personal fitness coaches “Gault&Millau”, fresh and lo- you delicious Sushis and typical and diet kitchen provide you the cal products are served in a taste- Japanese dishes in a design décor. optimal elements to succeed in a weight management programme Relaxation made in heaven above the Swiss Riviera clouds. i The Givenchy Spa (one of only three worldwide) features 1,750 sqm of Meetings & Events contemporary décor in muted earth Whether it is for an exclusive meet- and cream tones, creating a calm- ing or for a fairy-tale wedding, the ing effect and a sense of peace and hotel’s unique setting makes it the For special offers: relaxation. The spa offers 11 treat- perfect location for any type of Le Mirador Resort & Spa ment rooms, a relaxation room, an event. The eleven meeting and ban- Chemin de l’Hôtel Mirador 5 1801 Le Mont-Pèlerin 80-sqm Day Spa Suite with a pri- queting rooms, with a capacity of up Switzerland vate Hammam and Jacuzzi, a heat- to 200 people, can be set with the Phone: +41 21 925 11 11 ed indoor swimming pool and a sun help of Le Mirador Resort & Spa deck; it is a true sanctuary of health dedicated team to meet precise re- [email protected] and beauty. It offers treatments that quirements. All of them are set in a www.mirador.ch feature gestures and essential tech- superb and unique setting with natu- niques to relax body and mind, har- ral daylight and air conditioning. Advertorial 23

Grand Resort Bad Ragaz Surround your soul – and immerse yourself in a world of peace and relaxation at Europe’s leading wellbeing and medical health resort.

Nestled in a spectacular location, mountains. While the resort of the from near and far to immerse them- to embark on a culinary journey – amidst the foothills of the Alps in resort will remain open, the Grand selves in the water. from the Mediterranean Sea to the Eastern Switzerland, the luxurious Hotel Quellenhof will be closed for 600 years later, in 1840, a 4 km Far East. The “IGNIV by Andreas Grand Resort Bad Ragaz has been five months of complete renova- long pipe was built to connect the Caminada” (1 Michelin Star & 17 attracting those seeking wellbeing, tions next year and will open once spring with Bad Ragaz and thus GaultMillau points), surprises its relaxation and medical expertise again in July 2019. started the international fame of guests with an innovative fine din- for more than 150 years. Covering almost 14,000 m2, the the village and the Grand Resort ing sharing concept. With a new The resort, one of Switzerland’s spa area offers an extraordinary Bad Ragaz. Today, all eleven pools restaurant concept by Sven Was- best hotels for wellness, welcomes and authentic spa experience at the throughout the resort – from the smer (2 Michelin Stars), the resort its guests in four hotels that unify Thermal Spa and the public Tami- baby pool at the newly opened Fam- will turn into a culinary hot spot five different styles. The five-star na Therme thermal bath. Medical ily Spa to the therapy bath at the even more after the re-opening of property Grand Hotel Quellen- guests will find excellent care and ex- Medical Health Center – are filled the Quellenhof in 2019. hof embodies the classically ele- traordinary expertise at the resort’s with the famous thermal water. gant style of an era long gone. The Medical Health Center and the reha- The healing waters are an essential Spa Suites which form part of the bilitation Clinic Bad Ragaz. Two golf element in many signature spa treat- i Quellenhof, on the other hand, courses, several tennis courts, a Ca- ments such as the award-winning surprise with an ultra-modern and sino and a business and events center unique haki® treatments. Immers- purist look. Traditional and com- complete the on-site experience. ing oneself in the comfortably warm fortable but with modern influ- thermal water and letting it work its ences best captures the essence of Healing Waters magic – what could be more relaxing. the Grand Hotel Hof Ragaz***** At Grand Resort Bad Ragaz, it’s The medical experts of Bad Ragaz while the historic Palais Bad Ragaz all about the water. The resort’s went one step further and even de- (Member of Relais & Châteaux) ra- success story starts in 1242 when veloped guidelines on how to bathe Grand Resort Bad Ragaz diates historic and princely charm. hunters discovered a body-warm most effectively in the thermal water. Bernhard-Simonstrasse The boutique hotel Schloss thermal spring in the nearby Tam- 7310 Bad Ragaz Switzerland Wartenstein in nearby Pfäfers tow- ina gorge. The healing attributes Diner’s delights Tel.: +41 81 303 30 30 ers above the Tamina valley and of- of the clear, 36.5°C warm water Decorated with one Michelin star [email protected] fers stunning views of the resort, gushing from deep within the rocks and 58 GaultMillau points, the sev- www.resortragaz.ch the famous wine region Bündner were soon recognized and those en restaurants belonging to Grand Herrschaft and the surrounding seeking health and wellbeing came Resort Bad Ragaz invite their guests REGULATE YOUR TIME

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