Issuu

SWITZERLAND

S W I T Z E R L A N D

S E R B I A

TRADITIONAL COOPERATION AND SUPPORT

SPECIAL

EDITION

2014

The best knows no alter The new C-Class.

Emil Frey Auto Centar d.o.o., Novi Beograd, Omladinskih brigada 33, tel: 011 30 19 243, 011 30 19 245 AK MikoM d.o.o., Novi Sad, Temerinski put bb, tel: 021 48 95 600

Biševac d.o.o., Novi Pazar, Selo Ivanča bb, tel: 020 360 030 Jevtović Cars d.o.o., Čačak, Prislonica bb, tel: 032 301 100

native.

AS MB Đorde Ilić, Martinci, Vojvođanska 145, tel: 022 668 064, 022 668 673

CONTENTS S W I T Z E R L A N D

S E R B I A

TRADITIONAL COOPERATION AND SUPPORT

E UROPEAN FUTURE

H.E. JEAN-DANIEL RUCH Swiss Ambassador to Serbia

MILIVOJE MILETIĆ Acting President of the Serbian Chamber of Commerce

E XPECTING POSITIVE TRENDS

ART DIRECTOR Ilija Petrović i.petrovic@aim.rs SALES DIRECTOR Melita Andrejević m. andrejevic@aim.rs

PROJECT MANAGERS Biljana Dević b.devic@aim.rs Ivana Krsmanović i.krsmanovic@aim.rs

O PEN DIALOGUE FOR BETTER BUSINESS CONDITIONS

PHOTOS Zoran Petrović

ANSGAR BORNEMANN President of the SwissSerbian Chamber of Commerce

EDITORIAL MANAGER Tanja Banković t.bankovic@aim.rs FINANCIAL DIRECTOR Ana Besedić a.besedic@aim.rs EXECUTIVE DIRECTOR Ruža Ristanović r.ristanovic@aim.rs

B UILDING QUALITY

S TRENGTHEN ECONOMIC DIPLOMACY

BOBAN PETKOVIĆ Delegate of the Assembly of the Diaspora and the Serbs in the Region; Swiss Confederation

MARINKO UKROPINA Managing Director, Sgs Belgrade, Sgs Adriatica, Sgs Slovenia & Sgs Bosnia & Herzegovina

H ISTORY OF EXCELLENCE

Makenzijeva 67, 11000 Belgrade, Serbia Phone: +(381 11) 2450 508 Fascimile: +(381 11) 2450 122 E-mail: office@aim.rs www.cordmagazine.com ISSN no: 1451-7833 All rights reserved alliance international media 2014

E XPORT GIANT IN A SMALL PACKAGE Swiss Economy

O N THE UPSWING

A FEAST FOR ALL THE SENSES

Economic Exchange

EMIL FREY 90 Years of Successful Business

S WISS-SERBIAN MEETING POINT

ANA GRUJOVIĆ Executive Director of the Swiss-Serbian Chamber of Commerce

DRAGAN MAKSIMOVIĆ Sika Serbia CEO

PRINTING Rotografika d.o.o.

N EW PAGE IN COOPERATION

P ASSPORT FOR EVERY MARKET

Culture

DRAGAN STEVANOVIĆ State Secretary at the Serbian Ministry of the Economy

GENERAL MANAGER Ivan Novčić i.novcic@cma.rs

D IASPORA'S POTENTIAL UNTAPPED

The Swiss-Serbian Chamber of Commerce

OFFICE MANAGER Nataša Nešić n.nesic@aim.rs

W E CROSS BORDERS FOR YOU Schöni Logistics d.o.o.

BETTINA SCHALLER BOSSERT Adecco Group Public Affairs & NIKOLA MILOSAVLJEVIĆ Customer Care & HR Administration Manager, Adecco Serbia

COPY EDITOR Mark Pullen

S OUND OF THE ALPS

Customs and Traditions

46 31

A FFORDABLE AND MODERN

S WITZERLAND, THE WINTER ORIGINAL Tourism

ADRIEN ALKABES Director Monterosa d.o.o.

S WISS BUSINESS MODEL APPLICABLE IN SERBIA ANA GOVEDARICA General Manager at Roche d.o.o.

4 |

M ORE INTEREST AND CONFIDENCE DRAGICA TOMČIĆ Economic Attaché at the Embassy of Switzerland in Serbia

2014 EDITOR Tanja Jakobi

G REAT ROOM FOR BETTER COOPERATION

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

C OMPANY REGISTER

The officer’s best friend.

COMMENT

WHAT SERBIA CAN LEARN FROM SWITZERLAND

How to Acquire

“SWISSNESS”? Serbia could learn much from Switzerland, but there are perhaps two lessons that are most important: the democratic system of making decisions in society and the prioritising of long-term objectives in the regulating of the economic environment, as opposed to the short term, which form the basis of a stable and prosperous society

witzerland is a country without mineral resources, with a small population and, in geographical terms, covering a small area. If we were to compare Switzerland and Serbia based on only those three indicators, the latter would fair somewhat better in that reckoning, thanks to larger, though still modest, mineral resources. If we were to compare the two countries on the basis of economic power, however, we would see two extremes: on the one hand would be one of the most developed economies in the world, with an extremely competitive and open economy, centred around the production and export of complex products and services, while on the other hand we would have a country that is trying to stabilise its economic circumstances and make its economy competitive. We could explain this difference, which is also reflected in the volume and quality of mutual trade exchanges and in mutual investment relations, using many historical and social circumstances. However, with necessary attention to the threat of over simplification, the explanation could be reduced to a single lesson provided in the Daron Acemoglu and James Robinson book Why Nations Fail: The Origin of Power, Prosperity and Poverty – which is that national economic success is dependent directly on the quality of a country’s political system. Under these qualities we are primarily referring to Switzerland’s long-sinceperfected tradition of democratic decisionmaking and the nurturing of, and respect

6 |

SWITZERLAND & SERBIA

for, diversity of cultures and the needs of residents and the quality of Swissness, which implies tradition, high quality, environmental responsibility, punctuality, fair treatment and precision, as well as commitment to long-term goals, which defines the Swiss business culture. This kind of politically and economically delicate, restrained approach and long-term commitment also characterises the relations Switzerland is building with Serbia, seeking primarily to identify what connects the two countries and can bring benefits to both. On the political front, this primarily relates to support for Serbia’s European integration and its efforts to deal with serious international assignments, such as, for example, the presidency of the OSCE, which Serbia will take over from Switzerland next

cess in training the workforce and maintaining low levels of unemployment. What is required in return from Serbia? The short answer would be a little more “Swissness”. Translated into practical language, this means that, in addition to the excellent political relations that the two countries mutually nurture, Swiss investors – those who are already here and those just considering coming – appreciate transparent business conditions, greater predictability and the possibility to build long-term business plans in Serbia with a sense of certainty that the business environment will be more favourable to those who want to do business legally and have their work contribute to the progress of Serbia. The expected acceleration of Serbia’s EU accession, great certainty regarding the con-

The explanation could be reduced to a single lesson... – that national economic success is dependent directly on the quality of a country’s political system year, and understanding for the position of Serbia and other Western Balkan countries, which are under great pressure to opt for one side in the Ukrainian conflict. On a human front, this primarily relates to the willingness expressed by Switzerland to help Serbia deal with the consequences of flooding. On the economic front, this is about increasing support for economic development, good governance, the introduction of energy efficiency and improving the dual education system, the foundation stone of Swiss suc-

| TRADITIONAL COOPERATION AND SUPPORT

clusion of an agreement between the IMF and Serbia, and the oft repeated readiness of the Serbian government to take on deep economic reforms, could represent a good starting point for improving economic cooperation between Switzerland and Serbia. On this route, which is followed by increased interest among Swiss investors for investment in Serbia, is also the establishment of the Swiss-Serbian Chamber of Commerce, which is expected to open new pages of good cooperation between the two countries. ■

DESIGN, INSTALLATION AND SERVICE • Automatic fire detection • Fire extinguishing with sprayed water (sprinkler and deluge) • Fire extinguishing in control rooms with clean agent (NOVEC, FM-200, inert gas, ...) • Gas detection • Video surveillance • Access control • Intrusion detection • Perimeter protection • Security systems integration software

For your safety

Securiton d.o.o. Alarm and Security Systems Danila Lekića Španca 31, 11070 Beograd Tel: 011 318 70 81 Fax: 011 228 05 25 office@securiton.rs www.securiton.rs A Company of the Swiss Securitas Group

INTERVIEW

H.E. JEAN-DANIEL RUCH SWISS AMBASSADOR TO SERBIA

European FUTURE

It would be a mistake to make the Western Balkans another playground for rivalry between great powers. We are eager to support the accession process of the countries in the region to the EU

8 |

ow close are Switzerland and Serbia? If judged by the Swiss response to the devastating floods in Serbia in April, very close. After strong initial involvement through the Serbian Red Cross and UNICEF, the Swiss Government secured an additional €5.9 million (the second biggest amount after the European Union, which pledged the most), followed by donations from private citizens and companies. “Such generosity illustrated the emotional proximity between Serbia and Switzerland,” says Jean-Daniel Ruch, Swiss Ambassador to Serbia. The list of areas in which Switzerland is supporting Serbia is much longer. Next year Serbia will take over the OSCE presidency from Switzerland, a task during which managing the Ukraine crisis will be a priority. “As a member of the troika, Switzerland will support Serbia in this sensitive task,” says Ruch. In 2015 regional reconciliation and stability

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

will continue to be the task of the Swiss special envoy, Special Representative of the OSCE Chairman-in-Office for the Western Balkans, Ambassador Gérard Stoudmann, while Switzerland will continue supporting the region and Serbia in its process towards European Union accession. At the local level, due to a 20% increase in its budget for cooperation over the next four years, Switzerland will continue to support Serbia in areas of economic development, good governance and energy efficiency, while special focus will be given to youth, and in particular the employability of young people. Inspiration will be drawn from the so-called dual education system, a successful approach to schooling thanks to which Switzerland has a low level of unemployed young people. Much is expected from the Swiss-Serbian Chamber of Commerce, established this year, which should serve as an interface for exchanging ideas and experience, first among the Swiss companies present in Serbia, then between them and their Serbian counterparts and between the Swiss business community and the Serbian authorities. ■ Speaking from the perspective of Switzerland as the OSCE chair in 2014, what are the major messages and tasks for Serbia when it takes

REFORMS

Some promising reforms have been undertaken and awareness of what needs to be done has increased. However, progress is still too slow.

YOUTH

We have been consulting Swiss companies in Serbia in the design of the programme that should bring the Serbian education system closer to the needs of the economy.

over the presidency in 2015?

- I guess the main lesson Switzerland can draw from its presidency is: “Be ready for the unforeseen!” We carefully prepared and planned our presidency, then the Ukrainian crisis exploded unexpectedly. This required intense crisis management, creativity and improvisation. The continuous management of this crisis will definitely be a top priority for the OSCE chairmanship next year. ■ Considering that a Swiss special envoy will be responsible for the mission and the projects of the OSCE in the Western Balkans during both these years, how will this impact on relations between Switzerland and the region?

ACHIEVEMENT

The new labour law is probably the single most important achievement of the reform agenda. This had been a very long-standing demand of the business community.

President and the Serbian Prime Minister is also a powerful sign of our willingness to develop our economic relations. Furthermore, Switzerland has increased its budget for cooperation by 20% over the next four years. And, last but not least, Swiss artists have been very present on the Serbian culture scene this year, be it at the Belgrade Dance festival, the Mikser Festival or more recently at the Belgrade Design Week. All this bears witness to the fact that there is a growing awareness in Switzerland that, yes, Serbia matters.

- The Special Representative of the OSCE Chairman-in-Office for the Western Balkans, Ambassador Gérard Stoudmann, will stay in this position throughout 2015. His mandate is mainly to coordinate with the governments of the region, the OSCE Missions and, of course, the leadership of the OSCE, in order to promote regional reconciliation. In this sense, last August’s signing in Mostar of a presidential declaration on missing persons was a very positive signal indeed. Regional reconciliation and stability are good for the Western Balkans and therefore good for Switzerland as well! ■ What is the role of the Western Balkans and Serbia today in terms of security in these rather turbulent times we are facing as a result of the Ukrainian conflict?

We will continue to focus on three key issues: economic development, good governance and energy efficiency. Special focus will be placed on the youth, and in particular the employability of young people

- It would be a mistake to make the Western Balkans another playground for rivalry between great powers. From the point of view of Switzerland, the path of history naturally leads the countries of the region towards the European Union. This is the best guarantee for a stable and secure future. We are eager to support the accession process. ■ How would you describe the progress made in bilateral cooperation between Serbia and Switzerland over the course of the previous year?

- There have been intense interactions at the political and diplomatic level, mainly as a result of our common duties in the framework of the OSCE.This year our President and Foreign Minister, Federal Councillor Burkhalter, met President Nikolić and Prime Minister Vučić in Belgrade, while he has also met Foreign Minister Dačić several times. Last April’s opening of the Swiss-Serbian Chamber of Commerce by our

■ What are the major characteristics of the new Swiss strategy for cooperation with Serbia from 2014 to 2017, and in which areas was support increased the most?

- We will continue to focus on three key issues: economic development, good governance and energy efficiency. Special focus will be placed on the youth, and in particular the employability of young people. It is great to train scores of highly qualified university students every year, but what if they cannot find a job? The brain drain must stop. A challenge facing Serbia and many other European countries is to bring the education system closer to the needs of the economy. This is why we have been consulting Swiss companies in Serbia in the programme design, which will also take into account the positive Swiss experience with the so-called dual education system. Did you know that less than 30% of young Swiss people attend a traditional high school and university? And, still, there is almost no youth unemployment.

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 9

■ Where do you see the most visible achievements Serbia made in the previous year in terms of its reform agenda?

- The new labour law is probably the single most important achievement of the reform agenda. This had been a very longstanding demand of the business community. ■ Swiss assistance to Serbia targets mostly administration, economic development, energy efficiency and renewable energy sources. How do you rate Serbia’s progress in these areas?

- Some promising reforms have been undertaken and awareness of what needs to be done has increased. However, progress is still too slow. I see the best results at the local level. Some local administrations have not only understood, but also implemented practical measures to increase the attractiveness of their municipality. Such steps have been successful in bringing in fresh investments. But this is still too little, too late.

■ Through EUPROGRESS Switzerland is very active in supporting local communities in Southeast and Southwest Serbia. In which areas is that support the most pronounced?

- This programme, which is run in cooperation between Switzerland and the European Union – with Switzerland obviously being the junior partner – targets those municipalities showing serious deficits in terms of infrastructure. The goal is to help those municipalities based on principles of good governance; to develop their infrastructures in order to create an enabling business environment. This programme has produced good results. However, my experience is that international assistance can never substitute the policy of government and local administrations. ■ Switzerland is among the countries that helped Serbia the most during the floods. Are you satisfied with the manner and pace in which Swiss assistance was disbursed?

■ You often mention red tape, corruption and poor administration as the major reasons for Swiss companies to be reluctant in their decisions to invest more. Do you see any progress regarding these obstacles?

- As said before, there is progress in a number of local communities and, at the central level, there is a clear vision and understanding of what needs to be done. However, time will be needed until the reforms can be implemented, and even more until tangible results are seen. There is considerable resistance within the system and some deeply rooted habits. Even Archibald Reiss denounced some of them back in the 1920s! You do not change the course of a super-tanker in a few minutes! ■ Where do you see the role of the Swiss-Serbian Chamber of Commerce in enhancing economic cooperation between the two countries?

Some local administrations have not only understood, but also implemented, practical measures to increase the attractiveness of their municipality and attract fresh investments

- I see the SSCC as an interface; an interface between Swiss companies first, who can exchange views, contacts and communicate on their common interests in order to bring them to the attention of our Serbian partners. It is also an interface devoted to providing intelligence, knowledge and information to Swiss or Serbian companies willing to develop their economic activities in Serbia or Switzerland. Finally, it is also an interface between the Swiss business community and the Serbian authorities.

10 |

SWITZERLAND & SERBIA

- After strong initial involvement through the Serbian Red Cross and UNICEF, the Swiss Government pledged €5.9 million at the Brussels Donors Conference. Only the European Union has pledged more. In addition to this taxpayers’ money, there are also donations from private citizens and companies that also amount to several million. Such generosity has illustrated the emotional proximity between Serbia and Switzerland. We are very satisfied with the methods put in place by the Serbian Government to manage the recovery and reconstruction, as well as with the pace of disbursement. ■ You are also supporting the inclusion of the vulnerable groups in Serbian society through the Swiss Agency for Development and Cooperation. How would you rate the progress Serbia has made so far in that respect?

- This is another area of work where changes do not happen overnight. Our main focus has been to work with UNICEF and the Serbian Red Cross, the Ministry of Education and local authorities on the schooling of Roma children. Empirical evidence shows that putting Roma children in school as early as possible represents a key integration factor. Thanks to this programme, hundreds of children from disenfranchised families have indeed received a decent education and mainly, more importantly, a culture of schooling has been developed within such groups. ■

| TRADITIONAL COOPERATION AND SUPPORT

CORPORATE

ADECCO

Expecting POSITIVE TRENDS Bettina Schaller Bossert

Adecco Group Public Affairs

There are more and more employment companies on the Serbian market and, therefore, Adecco believes that this area should be legally regulated in order to thereby bring more safety for the employees who work in this way and secure better protection and wages for agency workers

Nikola Milosavljević

Customer Care & HR Administration Manager, Adecco Serbia

he National Assembly of the Republic of Serbia, at its session of 18th July 2014, adopted the Law on Amendments to the Labour Law. Considered as reformist legislation, this law regulate issues of importance to the socio-economic status of employees, providing a legal framework for higher employment and investment in the economy, envisaging the meeting of obligations to international financial organisations and completing harmonisation with the legal regulations of the European Union. Although it was foreseeable, the amendments did not include employment agencies and staff leasing.

■ The role of appropriate regulations on the work of employment agency is crucial. Why?

- There are many reasons. First of all, for agency workers, who need the right regulatory framework to ensure their contracts are ”safe” and guarantee them the rights and securities to which they are entitled. Appropriate regulation also benefits companies, the clients of agencies. It sets the correct parameters of flexibility and again provides legal certainties on the services that well regulated agencies can deliver. Finally, appropriate regulation on agency work benefits countries, because well-regulated agencies can contribute greatly to a country’s competitiveness. ■ Can you tell us about successful examples of countries in a similar position to Serbia, where regulations on employment agency work yielded good results?

■ The July 2014 amendments to the Labour Law did not include employment agencies. How would you comment on this fact?

- In the last two years Adecco has been participating actively in the dialogue between all stakeholders influenced by this law, in order to reach the best possible agreement and enable adoption of the most desirable legal solution. Last year we organised a seminar for our clients at which we presented how this service functions in the EU, and we also organised a workshop for the representatives of the Ministry of Labour in cooperation with our colleagues from EUROCIETT, where we Appropriate regulation presented the best examples of legislation from EU countries. We are still working on on agency work this and are expecting positive developbenefits countries, ments, as we will only be able to consider because well-regulated employees as being protected after this area has been legally regulated.

- To answer this I need to give you a broad picagencies can contribute ture, as the differences between labour margreatly to a country’s ■ Why is it important to legally regulate kets can be great. That’s why our company, together with our global industry body CIETT this area in Serbia? competitiveness - There are more and more companies on (www.ciett.org), has carried out an assessment of the benefits linked to key international regulations valid the market that are opting to do this type of business without today. The assessment finds that countries under Convention fulfilling the requirements. This is exactly why we insist on this No. 181 notably present the following positive features: 1. Lower area being legally regulated as soon as possible, as that would levels of informal and undeclared work; 2. High correlation with bring more safety for employees who work in this way. We suggest introduction of more strict control upon issuance of licencdemocracy; 3. More cooperation between public and private employment services; 4. Greater protection for freedom of associaes for work, more strict inspection control of all companies in tion; 5. Full respect for the right to strike; 6. Meaningful and conthis business, as well as facilitation of equal conditions for work. structive social dialogue in the temporary agency work sector; 7. This is what we officially presented to the representatives of the Better protection of agency workers by forbidding fee-charging; 8. Ministry of Labour, Employment, Veteran and Social Policy, the Better wages for agency workers. National Employment Service and trade unions’ representatives.

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 11

INTERVIEW

ANSGAR BORNEMANN

PRESIDENT OF THE SWISS-SERBIAN CHAMBER OF COMMERCE

Open Dialogue for Better

BUSINESS CONDITIONS

The Swiss-Serbian Chamber of Commerce intends to share its opinions, advice and experiences actively, in order to help the Serbian authorities make Serbia a more attractive destination for investments and to improve local conditions for doing business

ow, when Serbia is moving quickly towards the EU and intends to implement similar business rules and principles to those accepted in the European community, the Swiss-Serbian Chamber of Commerce (SSCC) is more than willing to share its experiences, knowledge and expertise with the Serbian government, the Serbian Chamber of Commerce and other Serbian partners, in or-

12 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

der to help Serbia improve its local business policies, become a more attractive investment spot and further improve its economic prospects. The SSCC’s goal is to help Swiss investors, both those who are already present in Serbia and prospective investors, by improving the domestic business climate and enabling and helping domestic companies to operate better and develop their activities on the Swiss market as well. In order to do so, “we will share our opinions actively on actions that need to be addressed by the Government in order to make Serbia a more attractive destination for investments,” says Ansgar Bornemann, president of the Swiss Serbian Chamber of Commerce and Regional Director at Nestlé Adriatic. The ultimate goal of the SSCC is to create shared value both for its stakeholders and society, in Serbia and Switzerland. “With this goal, we will try to support any positive ambition towards business operations in Serbia and Switzerland,” says SSCC president Bornemann. If Serbia wants to become an attractive destination for business and to develop its economy, it needs to implement deep reforms aimed at securing clarity and stability of the economic legal environment, and predictability of conditions for better business planning. In that process Serbia can rely on the knowledge, experience and best practices that the members of the SSCC will be willing to share with the Serbian authorities. ■ What would be the main role of the SwissSerbian Chamber of Commerce?

CHANGES

the grey economy, fight against corruption, and the development of an efficient administration, are just a few key areas where change is crucial.

MISSION

Our mission is to create shared value both for our stakeholders and society. We will try to support any positive ambition towards business operations in Serbia and Switzerland.

HURDLE

An adequate regulatory framework is the prerequisite for change. It is also the biggest hurdle in the near future and is the most difficult issue to resolve.

- The SSCC’s first major goal is to improve bilateral eco- standing. We want to create sustainable, long-term Swissnomic cooperation between Switzerland and Serbia. The Serbian business relations, in two directions: achieving a chamber will promote Serbia as an investment destina- more convenient business climate for Swiss companies tion for Swiss entrepreneurs, and also Switzerland as an here and, in parallel, enabling and assisting domestic companies to operate better and develop their activities on the investment destination for Serbian companies. When Swiss market. Our mission is to create shared value both I think of Serbia I conclude that the development of the local economy is not only desirable, but necessary. We for our stakeholders and society, in Serbia and Switzerland. With this goal, we will try to support any positive ambition will share our opinions actively on actions that need to be addressed by the government in order to make Serbia towards business operations in Serbia and Switzerland. a more attractive destination ■ What are the main goals of for investments. Second, we also The Swiss-Serbian Chamber the Chamber in terms of ashave the responsibility, together of Commerce will promote sisting Serbia in implementing with other business associations, structural reforms? to identify problems and propose Serbia as an investment - Now, more than ever, Serbia solutions in order to improve destination for Swiss needs deep future-orientated rebusiness conditions. We are more entrepreneurs, and also forms, as the current situation than willing to share our experiSwitzerland as investment ences so far, especially now, when has proven not to be sustainable. Serbia is moving quickly towards We need clarity and stability of destination for Serbian the EU and when similar busithe economic legal environment companies ness rules and principles are to in the medium term future, for be implemented. Third, the SSCC our current and potential memwill offer a platform for members to connect, share ideas bers, and predictability of conditions for better business planning. Our goal is not to support implementation, but and experiences, address issues raised by our members to address areas of structural reforms and offer knowland eventually accelerate the necessary improvements. edge, experience and best practices from Switzerland in ■ How will SSCC membership help companies pursue resolving the issues and creating a positive economic environment for our members, enabling them to invest and their goals, in comparison to the other business associations they may have joined? build new opportunities. - The Swiss-Serbian Chamber of Commerce will serve as a contact point for Serbian businesses interested in starting ■ What major qualities of the Swiss business environment should Serbia seek to introduce here? a business in Switzerland and Swiss companies interested in investing in Serbia. Our goals are very ambitious and long - When we think of the Swiss way of doing business, the

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 13

first associations are tradition, high quality and responsibility for the environment, punctuality, fairness and precision. In accordance with that, we are striving towards long-term commitment rather than short-term gains, which greatly defines our business. As a country of diverse cultures, where four official languages are used and where there is a strong business tradition, Switzerland is considered a prime test market in Europe. New technology products and services are often introduced and used in Switzerland first, prior to national launches elsewhere. This is an excessive market advantage and a worthy platform for creating a strong business environment that many markets and managers can absorb and learn from. I believe that the key to the success of Swiss business management lies in the combination of tradition, long experience, long-term thinking adjusted to new market tendencies and contemporary ways of doing business.

adjustment at all levels of the administration. An adequate regulatory framework is the prerequisite for change. However, that has to be managed perfectly. I feel that this is the biggest hurdle in the near future and is the most difficult issue to resolve. ■ Which Serbian institutions do you intend to (or already) cooperate with the most?

- At this point it is too early to say. Just recently we have elected our board members and we have only now become fully functional. One of the first steps will be to establish communication with the Serbian Chamber of Commerce. We also aim to have good relations with government representatives and with Ministries. We will communicate regularly with all important stakeholders. ■ Why did Nestlé decided to invest in Serbia?

- The food culture in Serbia, and the Adriatic region as a whole, is much highlighted and plays a significant role in the everyday life of people here. - Swiss companies are present in Serbia In the rest of the Europe there are not in many different areas. The influence many markets with such an emotional is most visible in the food and drink inapproach to food and this is actually dustry, pharmaceutical, media, auditing the important driving force behind and verification, the cement and aggreour growth. This motivates us to listen gates industry, specialised chemicals carefully to the needs and wishes of our The Serbian market is for the construction industry etc. Some challenging, very competitive consumers, and we do develop specific of the world’s most successful Swiss portfolios for different communities. and, in the long run, is companies operate successfully on the Consumers in this area really know also growing, especially Serbian market, such as Roche, Nestlé, “good food” and how to enjoy a fine Ringier Axel Springer, SGS, Holcim, Sika meal, therefore this is an even more in the FMCG field. It is in etc. I sincerely hope that in the future challenging task. The Serbian market our greatest interest to there will be more companies in more is challenging, very competitive and, in diverse areas, having a great impact on empower and upgrade existing the long run, is also growing, especially production capacities, in the Serbian economy overall. in the FMCG field. It is in our greatest order to maintain the highest interest to empower and upgrade the ■ According to Swiss companies alproduction capacities, in orproduction quality standards existing ready present in Serbia, what are the der to maintain the highest producand enrich the regional tion quality standards and enrich the pros and cons of investing in Serbia? - One of the key lessons of doing busiregional assortment. The pillar of our assortment. ness in Serbia is the business orientagrowth platform was, and remains, our tion and the accountability that is so present here. The fact that product innovation and renovation capability, which keeps our we work in a very dynamic market with sudden contextual and consumers interested. competitive changes makes business people here very responHowever, there is more space for growth, especially when it sive, ready to adapt to change and market demands. comes to the overall improvement of the business climate and On the other hand, the grey economy, the fight against cor- the implementation of modern, efficient regulations. We are conruption and the development of an efficient administration, are vinced that reforms implemented efficiently will not only have just a few key areas where change is crucial. In our daily work we positive affects for Nestlé and other Swiss companies, but also for need efficiency, clarity, transparency etc. This requires a mindset any other highly welcomed investors. ■ ■ In which areas are Swiss companies present in Serbia and where is their influence the most visible?

14 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

CORPORATE

DRAGAN MAKSIMOVIĆ SIKA SERBIA CEO

Building QUALITY

Thanks to the new factory in Šimanovci, the high-quality products of company Sika are even more accessible to customers in the country and the region

ince its founding in 2002, Sika has constantly improved the quality of its products and strove to surpass the expectations of its customers, says CEO of Sika in Serbia, Dragan Maksimović. ■ You recently opened a factory for the production of specialised construction industry materials in Šimanovci. In which construction industry segments do you expect the highest demand for your products? - At the new factory we produce special adhesives and mortars, designed for use in all areas of construction and industry. We are proud of our CERAM line of high quality products for laying all types of ceramics and stone tiles and we expect they will attract the highest demand.

■ You have been doing business in Serbia for 12 years. What were the main reasons you chose this time to invest in production?

- This investment is worth five million Swiss francs (€4.2 million) and represents confirmation of the high quality of our many years of operating in Serbia. We have been operating successfully here since 2002, so our next logical step was to open a factory and make our range even more accessible in Serbia and the region. ■ The new factory has mainly automated production, yet you have announced the hiring of dozens of workers in the coming years. Which professions do you require and does Serbia have qualified personnel for these jobs?

TRADITIONAL COOPERATION AND SUPPORT |

- We are preparing to expand capacities and introduce new technologies, and then we will certainly also create new jobs for both young engineers and professionals with extensive experience in this branch of industry. For now Sika Serbia employs about 60 workers, including a large number of experts that were mainly educated in Serbia. ■ Which export markets are you focusing on? - Sika Serbia is primarily interested in exporting its products to the markets of the region, but we are able to fully respond to the other markets’ demands as well. Having in mind our current capacity, our goal is to significantly increase export. ■

SWITZERLAND & SERBIA

| 15

INTERVIEW

DRAGAN STEVANOVIĆ

STATE SECRETARY AT THE SERBIAN MINISTRY OF THE ECONOMY

Strengthen Economic

DIPLOMACY

force, energy prices, tax rates, the restoring of the country’s political credibility in the world and good trade agreements... And certainly the decisive fight against corruption and strengthening legal security for investors. ■ Considering the expected budget savings, will Serbia have space to grant subsidies to investors and how crucial do you think that is for attracting new investments?

In order for excellent political relations between Switzerland and Serbia to be accompanied by stronger economic cooperation, we need to continue precisely what we're doing. All measures taken by the government are a function of fiscal consolidation and the creation of a predictable and stable business environment in Serbia 16 |

witzerland’s economy is one of the most stable in the world, so Swiss investors invest their money where there are secure earnings. Economic diplomacy must promote Serbia and its strengths and potential stronger and more boldly. These are now the priorities of the government and it is to be expected that in the coming years economic cooperation between the two countries will gain even more in importance and intensity. ■ In your opinion, what are the basic characteristics of the business environment in Serbia today that could be relevant to Swiss and other investors choosing Serbia as an investment destination?

- First of all, political stability and the demonstrated political will to implement structural reforms. These two things ensure an economic or business environment in Serbia that is compatible with the Swiss environment, and for me those are the first and most important prerequisites. Price, but also quality of the work-

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

- Serbia is certainly, including in the context of incentives, the most attractive investment destination in the region. A new draft law in this area is expected by the end of the year. However, as I emphasised in my previous answer, regarding labour, energy and taxes, this is already an incentive in itself. On the other hand, and despite the austerity measures, Serbia will be able to encourage investments. Savings imply that simultaneous allocation of money be smart, effective and in the function of growth. We provide incentives through two statutes - one through SIEPA and the other through direct state aid. ■ What will reforms in the work of public companies mean for the equalizing of conditions for doing business for the private and public sectors?

- In the previous period Serbia actually worried very little about the real or the private sector, but that is now changing. One of the mechanisms to change that is certainly reform of public enterprises. The concept is for them, through reform, to cease generating losses and debts, and instead use the introduction of corporate principles to generate growth and have a positive impact on GDP movements. When these large systems, such as EPS or Railways, underperform, every private business is in trouble – both in terms of competitiveness and in terms of liquidity. However, if they have growth, then they bring the private sector with them. That’s why it’s

important that reforms in this area continue at the same pace, or even quicker. ■ What are the main characteristics governing the economic environment in Switzerland that you would like to see in Serbia?

ket. The presence of Swiss companies is certainly very important in this regard and our government, and joint chambers, will have to work on that.

■ In which ways are Switzerland and Serbia linked in the sphere of economic relations (bilateral agreements, EFTA agreements, Serbia’s memberAlthough our potentials ship in the Swiss group of internadiffer, I believe there is no tional financial institutions like the rule or principle governing World Bank, IMF and EBRD)?

- Although our potentials differ, I believe there is no rule or principle governing the Swiss economic environment that Serbia should not - Serbia and Switzerland have signed adopt. Here one doesn’t need to be the Swiss economic a lot of agreements in various fields. very clever. The statistics describing environment that Serbia They relate to cooperation in the fields the state of the Swiss economy are of the economy, taxation, investment the best indicator of this conclusion. should not adopt protection, all the way to, for example, It is the most stable and most competitive economy in the world, and at the basis are politi- social insurance. In my opinion, the problem is that the lecal stability, developed education, developed infrastructure gal framework for cooperation exists, but is not used to the etc. Export-orientated small and medium-sized enterprises extent it should be and we have to change that. I repeat, dominate. They produce high quality goods and invest heav- conditions for that are certainly being created in Serbia. ily in research and development. Everything the economy of ■ Are there plans for meetings between Serbian and any country should have or aspire to have. Swiss entrepreneurs soon?

■ How much is the formation of the mixed chambers, including the Swiss-Serbian Chamber of Commerce, helping to improve the image of Serbia as a business destination and how can the ministry of trade cooperate with these kinds of chambers?

- This co-operation has changed and improved significantly since the beginning of the work of this government. This is primarily because the ministry wants and needs to be in the service of the economy, and not a function of the political elite and interested parties. Secondly, and very importantly, the Serbian Chamber of Commerce has changed a lot and finally begun to do its job. Chambers must be in the service of the economy and of course the establishment of mixed chambers with Switzerland is of great importance. In a way this is also recognition of Serbia. That’s because the most stable economy in the world recognises Serbia as a partner. And, in practical terms, this could accelerate the adoption of business principles from Switzerland, as well as promoting Serbia’s potential there. ■ In the last 10 years Serbia has increased exports to Switzerland five times, and the current coverage of imports by exports has risen to 50%. How much is this a result of production operations established by Swiss companies in Serbia and how much is it due to the strengthening of the competitiveness of Serbian companies?

- I certainly believe that in the period ahead the agendas of our ecological activities will include meetings with relevant representatives of the Swiss state and economy. ■

Looking for precision? Then you have come to the right place! Pretek Beograd is a member of the PFL Group, a Swiss company that designs, develops and manufactures precision automated measuring systems, integrating high sensitivity contact and pneumatic technologies, with accuracy measured in parts of microns. Our systems provide automated control, data logging and compatibility with other manufacturers. PFL Group also manufactures precision components for machinery, gear and drive-train coupling systems, as well as automation systems for the food and tobacco industries. Proven experience worldwide - with thousands of installations in a wide range of industries, including the medical, aerospace, automotive, pharmaceutical and defence industries.

- Coverage has increased, but the structure and volume of our exports are still unfavourable. Here there’s also a lot of room for improvement, and that primarily depends on us in Serbia: how quickly we will raise the economy and become more competitive, and how successful we will be able at imposing ourselves on the demanding Swiss mar-

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 17

INTERVIEW

ANA GOVEDARICA

GENERAL MANAGER AT ROCHE D.O.O.

Swiss Business Model

APPLICABLE IN SERBIA

Roche is one of the initiators of the founding of the SwissSerbian Chamber of Commerce, because we believe that applying the principle of Swiss business style can improve the economic environment in Serbia significantly 18 |

wiss knowledge, experience and good will to help Serbia have been confirmed repeatedly during the long history of relations between the two countries. “We believe that strengthening economic cooperation is an important aspect of fostering this tradition, but also a step into a new future,” says Ana Govedarica, General Manager of Roche d.o.o. ■ Roche is one of the founders of the SwissSerbian Chamber of Commerce. What are your expectations for this new association?

- In addition to partnership relations with health system institutions, in recent years Roche has expanded its activities to more actively contributing to the entire business community in Serbia. We believe that applying the principle of Swiss business style can significantly improve the economic environment in Serbia, which is why we became active in the business community and initiated the establishment of the Swiss-Serbian Chamber of Commerce.

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

Innovation, precision, quality, trust, predictability, transparency and business ethics – these are just some of the values embedded in our business. Effectively overcoming the problems faced by the Serbian economy, and creating a new basis for growth, is not possible without building the system of values that underpin successful economies. Switzerland’s economy is certainly like that and its possible to take much that is useful from its example. We believe that, through the contributions of all members of the Swiss-Serbian Chamber of Commerce, economic cooperation between the two countries will grow further and we will be in a position to contribute to overcoming problems that hinder the recovery of the Serbian economy faster and better. It is of essential importance to all of us who operate on the Serbian market that the overall environment advances, because it has a significant impact on the quality of our results. The very fact that we operate here means we have an obligation to give a needed contribution to improving that environment. ■ Roche is also active in the CSR domain in Serbia. What kinds of activities do you most support?

- Roche in Serbia is primarily focused on corporate social responsibility in the areas where we are active. Contributing to improving the healthcare system, through analysis and consideration of possible systemic solutions, is an important aspect of our work. We consider that improving the healthcare system goes beyond the narrow area of our business interests and represents an important contribution to the overall sustainability of the Serbian health system. We are exceptionally committed to this effort and have supported several systemic studies, organised a conference dedicated to this topic and are active in the Foreign Inves-

tors Council, with the aim of promoting high quality solutions that can bring necessary improvements. Finally, the initiative we launched in connection with the expansion of cooperation with domestic producer Galenika reflects the character of our relationship towards this market. Galenika is a partner with which we have many years of successful cooperation and because of that we would like to help it to overcome its problems. We recognised the domain of culture as a segment in which we can give a visible contribution, which is why – for several years already – we have been supporting the Belgrade Dance Festival, one of the most successful cultural events in Serbia. We also supported the exhibition “Refreshing the memory” at the Museum of Applied Arts in Belgrade, which presented ornamental Serbian medieval frescoes in a very innovative, modern and unusual way.

by using the opportunities provided through contracts between the RFZO (National Health Insurance Fund) and manufacturers of medicines, primarily for part of the costs of treatment to be taken on by pharmaceutical companies, would improve the quality of treatment significantly. Finally, by investing the savings achieved through public procurement and the application of new regulations in the introduction of innovative medicines, it is possible to free up funds of around €60 to €80 million for innovative therapies. Creating innovative medicines is a very long, expensive and complex process. Applying them is also accompanied by significant allocations. However, the essence of the personalised innovative treatments developed by Roche, the availability of which we are working on with dedication, is in precise diagnosis and targeted treatment of precisely defined patients. This therapy has shown unequivocal positive effects in the domain of managing the results of the toughest diseases. This is very important to know, given the high rate of suffering and mortality among patients with the most severe illnesses in Serbia.

We believe that, through the contributions of all members of the Swiss-Serbian Chamber of Commerce, economic cooperation between the two countries will grow further ■ Rigorous measures place enormous pressure on health and prices in Europe. The fiscal consolidation plan for the 20152017 period is heading in that direction. Under such conditions, how can patients in Serbia be sure they’ll receive the most advanced therapies?

■ Roche is a global innovative leader in the industry. In the coming period you have plans to invest three billion Swiss francs in a new R&D centre in Basel. What is the importance of this investment to further advances in the innovations you are devoted to?

- A total of 70 new innovative medicines were registered in the EU during the period from 2010 to 2012. In Serbia this process is not as efficient, but we are devoted to finding solutions to ensure the most advanced therapies are available to patients in Serbia, through the process of registering new medicines and a number of initiatives that can help the rational management of the health budget. You should know that medicines accounted for about 15% of the total costs of treatment in Serbia. Improving the efficiency and control of health budget spending would help significantly in freeing up funds for modern therapy, given that we cannot expect a swift improvement in economic parameters. Likewise,

- Our global success is firmly grounded in innovation, which is why we pay special attention to all the necessary preconditions for their unhindered development. With the plan that was presented at the end of October this year in Basel, Roche explained that it intends to bring together its research and development activities under one roof. Research and development activities at the new centre will be consolidated under one roof. Each building will be designed in consultation with the scientists who will work there, in order to meet their needs fully. The plan is for the centre to become operational in the period up until 2022, when around 950 laboratories and as many offices will be fully completed. ■

ROCHE GLOBAL

ROCHE IN SERBIA

Roche is the largest biotechnology company in the world. The company’s portfolio comprises innovative therapeutic options in oncology, immunology, infectious diseases, rheumatology, ophthalmology, neurology and cardiovascular diseases. Roche is the global leader in the field of oncology, with more than half a century of investment in research and development.

Roche has been present in Serbia for over 80 years, when their first medicines arrived in our country. The company’s representative office was opened in 1991 and from 2005 Roche has operated as a domestic company, employing a staff of 80. Thanks to teamwork and dedication, all employees of Roche Serbia work on a daily basis to secure the latest therapies for patients in Serbia.

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 19

INTERVIEW

MILIVOJE MILETIĆ

ACTING PRESIDENT OF THE SERBIAN CHAMBER OF COMMERCE

Great Room for Better

COOPERATION

small, but nor can it be labelled sufficient. Swiss investors prefer destinations that offer a predictable business environment, providing a stable legal framework and transparency in doing business, while Serbia still has a lot of work ahead if it is to meet these criteria. Serbia has great support from the Swiss in this work, primarily in the areas of reform and the modernisation of public administration and local government, as well as in the energy sector. When it comes to cooperation between chambers, the Serbian Chamber of Commerce works excellently with the Swiss Chamber of Commerce for Central Europe, headquartered in Zurich, while the recent establishing of the Swiss-Serbian Chamber of Commerce should further strengthen the exchange of experiences and networking among entrepreneurs from the two countries.

Swiss investors seek investment destinations that offer longterm stability, a predictable business environment, simplified administrative procedures and transparency in operations. The reforms implemented by the Government of Serbia head in that direction 20 |

witzerland and Serbia cooperate excellently at all levels, but the results of that cooperation are not seen sufficiently in the economic sphere. Foreign trade cooperation has recorded continued progress, albeit from a low base, and Serbia is not succeeding in reducing a very unfavourable ratio of exports to imports, despite the fact that our economy could potentially offer Swiss partners a wide range of products and services in the fields of the metal industry, food processing and sophisticated services in the ICT sector. “Exports to Switzerland represents 0.7 per cent of our total exports, while we buy from Switzerland one per cent of total imported goods, which indicates that scope exists for far greater cooperation,” says Milivoje Miletić, acting president of the Serbian Chamber of Commerce (SCC). With investments of around half a billion euros, Swiss investment cannot be considered

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

■ What are the basic characteristics of the trade exchange between Serbia and Switzerland?

- Switzerland is Serbia’s most important partner among the members of the European Free Trade Association - EFTA: the trade exchange between Serbia and Switzerland represents 87.4 per cent of our total trade with this economic group. Switzerland is ranked 26th among the 194 countries with which Serbia had foreign trade exchanges last year. Exports to Switzerland represent 0.7 per cent of our total exports, while we buy from the Swiss one per cent of total imported goods, alongside a constant foreign trade deficit and coverage of exports by imports of 30 to 50 per cent. Although the total value of imported and exported goods has tripled in the last ten years, and in the first seven months of 2014 the trade exchange increased by seven per cent compared to the same period last year (to $189.7 million), the export-import ratio remained almost unchanged (about 47

per cent ). These statistics speak most eloquently of the fact that great room realistically exists to promote the exchange of goods and overall economic relationship – including the development of more intensive and complex forms of economic cooperation.

works (handmade products for personal use and gifts, as well as interior designs with ethnic motifs) and children’s toys. There is also demand for furniture made from different materials – from garden furniture for outdoor and indoor spaces, to smaller pieces for the living room and decorative elements. ■ In which areas could this exchange be improved and which The list of sectors that could reduce our trade deficit with products could Serbian enterprises export to Switzerland in Switzerland includes ICT (software applications, maintenance larger quantities? and repair), metal processing (subcontractors are sought for - The greatest export opportunities are in agriculture, textiles, manufacturing parts or assembly) and electronics. Demand metals and the food and maalso exists for plastic products, chine industries. Serbian tourThere is a long list of goods that could industrial and household rubism could also receive a greater ber, as well as for industrial use find buyers in Switzerland, of course influx of foreign currency from wood products – flooring, doors, Switzerland. When it comes to provided they satisfy the high standards window frames and sawed wood. specific products, there is a long for the export of products to this ■ In which areas of the econlist of goods that could find buyselective market ers in Switzerland, of course proomy are Swiss investors most vided they satisfy the high standards for the export of products represented in Serbia and what are the key characteristics of to this selective market. Swiss investments in Serbia? Based on analysis of the Swiss market and local potential, the - Switzerland’s economy is one of the world’s most stable and experience of our companies to date and the interest of potential most competitive economies and the entry of Swiss investment partners, we could sell Switzerland, for example, more food prod- in Serbia is of special importance. This is not only because of the ucts, pharmaceuticals and cosmetics based on natural ingredi- influx of capital, job creation and export channels, but rather also ents, fruits and vegetables, but also wine. Some of our domestic due to the transfer of knowledge and modern management. clothing products (sports clothing, knitwear, nightgowns and More than 150 Swiss companies have representative officpyjamas, underwear) could also prove popular, along with craft- es in Serbia, and, according to the records of the National Bank

MSC doo

Makenzijeva 24 11000 Beograd Tel: +381 11 77 00 513 Mail: office@mscserbia.rs

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 21

of Serbia, Swiss FDI in Serbia has amounted to €521 million since the year 2000. Swiss investors initially entered the building materials industry. Holcim arrived on the Serbian market in 2002 after winning the tender for the sale of the majority stake in the Novi Popovac Cement Factory and to date, according to information from the company, it has invested a total of more than €100 million. The most significant investment in the chemical and pharmaceutical industry is the greenfield investment of company Pharmaswiss in its medicines factory in Belgrade. In the insurance sector there is Basler, while in the distribution of textile products there is company “Home Art and Sales Services”, which has become the owner of Srba’s “Centrotekstil”. In the non-ferrous metals sector, company CDI bought the copper pipes factory Majdanpek and “Dušan Dugalić” from Batočina... During 2005 and 2007 Serbia and Switzerland signed two major agreements on the promotion and protection of investments and the avoidance of double taxation, which set the framework for better economic cooperation and investment.

the Switzerland-Serbia Business Forum, which was held last May, and can the continuation of such activities be expected?

- We organised the forum to present the possibilities of economic cooperation between Serbia and Switzerland. This event also included B2B meetings between Serbian and Swiss companies. Annual meetings, which are held alternately in Switzerland and Serbia, enable continuous analysis of the obstacles hindering the route to faster economic cooperation and are used for Serbian and Swiss business leaders to discuss tangible cooperation initiatives. The next Business Forum has been agreed for May 2015 in Switzerland. ■ How does the Serbian Chamber of Commerce cooperate with its Swiss counterparts?

- The Serbian Chamber of Commerce has excellent cooperation with the Swiss Chamber of Commerce for Central Europe, headquartered in Zurich. Cooperation is characterised by the continuous exchange of information aimed at improving bilateral cooperation and connecting Serbian and Swiss entrepreneurs. The SCC also works with SECO (State Secretariat for Economic Affairs at the Swiss Ministry for Economic Af■ What needs to be done in order to fairs), SIPPO (Swiss Import Promotion Programme) and the Swiss Agency for encourage Swiss investment? - Swiss investors are also seeking investDevelopment and Cooperation (SDC). ment destinations that offer long-term The SCC and SIPPO have signed Foreign trade cooperation has stability, a predictable business environa Memorandum of Understanding recorded continued progress, under the auspices of a programme ment, simplified administrative procealbeit from a low base, and dures and transparency in doing busito promote exports from developing ness. The reforms being implemented and transition countries. In addition Serbia is not succeeding in by the Serbian Government head in reducing a very unfavourable to helping Swiss importers find new that direction – towards building an products and suppliers and provide ratio of exports to imports enabling environment for business and better access to certain markets, SIPPO also assists Serbian exporters in acinvestment that will make Serbia one of cessing Switzerland’s selective market. The previous period of the most desirable investment destinations. Serbia is additionally interesting because of the preferential status that the country se- cooperation between the SCC and SIPPO was primarily based cured through free-trade agreements with numerous countries. on the benefits of SIPPO’s arrangements for the appearance of A significant incentive for Swiss companies would come with our companies at international fairs in European Union counthe gaining of a decent position within the context of ERG (the tries. We also jointly organise informative seminars for different sectors of the economy, in order for local business leaders to Swiss Government Fund for guaranteeing export risk). There is also room for investment cooperation in the metal become more familiar with the rules and procedures of foreign processing industry (machine building, electronics industry, ve- trade, EU standards, technical and commercial standards and hicle production), but also in the chemical industry and the ag- requirements in terms of product quality, as well as all other riculture/food sector. aspects of business relevant to competing on the markets of the European Union. ■ What was shown in this respect when it comes to the exCooperation with the SDC is realised through financing of change of opinions between Serbian and Swiss participants of the chamber’s publishing projects, such as the catalogue “Agri-

22 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

cultural machinery and equipment for the food industry”.

form and modernisation of the state administration and local government assistance. ■ How does the Serbian Chamber of Commerce cooperate Since the year 2000 Serbia has been a member of the Swiss constituency of international financial institutions and Switzerland with representatives of the new Swiss-Serbian Chamber of helped to activate our membership in the IMF and the European Commerce? - Cooperation with the Swiss-Serbian Chamber of Commerce is Bank for Reconstruction and Development, as well as supporting part of our partnership with various chambers and institutions the cancelling of two-thirds of the Serbian debt to the Paris Club. that have been established in Serbia and are members of the INO Swiss support to Serbia is also expressed in the two countries’ POOL of the Serbian Chamber of Comjoint candidacy for the presidency of Annual meetings, which are merce. Let me remind you, the Serbian the OSCE in 2015. Chamber of Commerce also hosted held alternately in Switzerland ■ How can the Serbian diaspora the inauguration of the Swiss-Serbian and Serbia, enable continuous th April in Switzerland contribute to the Chamber of Commerce on 24 analysis of the obstacles 2014, in the presence of Didier Burstrengthening of economic ties bekhalter, President of the Swiss Contween the two countries? hindering the route to faster federation, Serbian Prime Minister - In Switzerland live between seventy economic cooperation Aleksandar Vučić, and more than 130 and eighty thousand of our people. The representatives of Swiss companies in Serbia and Serbian com- Serbian expat community in this country is characterised by the panies that do business with Switzerland. inclusion of numerous highly qualified professionals (doctors, dentists, engineers and economists), who are mainly located in ■ In which areas does Serbia have the most support from major cities – economic hubs like Zurich, Geneva, Bern. Switzerland? Besides an interest in being as involved as possible in the - Development assistance from Switzerland to Serbia has reached marketing of our goods on the Swiss market, they show a particu110 million euros, placing it among the top countries in terms of lar interest in investments in light industry (food and textiles), as the level of donations and humanitarian assistance to our coun- well as the service sector, dominated by healthcare - dental and try. Donations have been intended for the energy sector, the re- consultancy services in the field of financial intermediation. ■

BRUGG Piping Systems

System Expertise That Goes One Step Further BRUGG Piping Systems develop and market efficient and reliable systems to transport fluids, gases and heat. Our activities focus on several areas: Local and District Heating/District Cooling, Industry, Filling Stations and System Packages for applications in the renewable energy sector. Thanks to our comprehensive offer of flexible and rigid metal and plastic piping systems, backed up by a wide range of services, our company is positioned as a credible and reliable partner for selective industrial and public sector customers. BRUGG Piping Systems has its own engineering department and its own well-trained installation teams. These assets enable the company to implement integrated system solutions that are in high demand within the industrial sector. BRUGG Piping Systems manufactures at three locations and markets its products across the globe. The company is part of the international Brugg Group.

NEVOKAL D.O.O. Belgrade is general importer of Brugg Piping Systems for Serbia and Montenegro. Contact: +38111 2766 170 • +38162 964 84 62 • www.nevokal.com • E-Mail: nevokal@eunet.rs

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 23

INTERVIEW

DRAGICA TOMČIĆ

ECONOMIC ATTACHÉ AT THE EMBASSY OF SWITZERLAND IN SERBIA

More interest and

CONFIDENCE

We’re witnessing an increase of companies showing an interest in doing business with, or coming to, Serbia. The opening of EU membership negotiations sent a positive signal to Swiss firms

24 |

he dynamics and the decisiveness of Swiss companies coming to Serbia and doing business here will depend on the predictability of the business environment, further reforms and the simplification of procedures. Some positive signs are visible, says Dragica Tomčić, Economic Attaché at the Embassy of Switzerland. With an increased disbursements budget of 75 million Swiss Francs, or 19 million CHF per year, for 2014-2017, Switzerland is demonstrating its strong commitment to continued support for economic, social and political reform processes in view of Serbia’s European integration. The focus of this cooperation is on three domains: economic development, governance, and energy efficiency and renewable energy. The emphasis within economic support will be on supporting Public Finance Management (PFM) reforms and strengthening the financial sector, development of the private sector, trade

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

promotion and a business-friendly environment with the aim of contributing to increased economic competiveness, creating jobs and reducing regional disparities. Fighting high unemployment, especially among the youth, will be a priority. ■ What positive shifts in Swiss-Serbian economic cooperation in recent years would you single out as the most significant?

- When it comes to Swiss companies, we’re witnessing an increase of companies showing an interest in doing business with, or coming to, Serbia. The opening of EU membership negotiations sent a positive signal to Swiss firms. There is already a strong presence of major Swiss companies in Serbia, such as Nestlé, Roche, Holcim, Novartis and many others. However, there are also more than 150 Swiss SMEs here. We are doing everything in our power to further promote our bilateral re-

PARTNERS

The recently established Swiss-Serbian Chamber of Commerce is a sign of confidence in Serbia’s future and the best confirmation that Switzerland wants to be a reliable partner.

POTENTIAL

Serbia certainly has a lot to offer foreign investors and has enormous potential in industry, energy and renewables, agriculture and the ITC sector.

lations and enable Swiss companies to start doing business here. Switzerland has been constantly among the top investors in Serbia and, considering the bilateral trade figures, the export volume of Serbia to Switzerland has quadrupled in the 2002 – 2013 period. Despite further noticeable dynamic development in the trade exchange, there is still room for improvement. In this sense, the recently established Swiss-Serbian Chamber of Commerce is a sign of confidence in Serbia’s future and the best confirmation that Switzerland is a reliable partner and wants to remain so in the future.

ADMINISTRATION

Investors’ objections relate mostly to the cumbersome administration and bureaucracy, the grey economy, red tape and para-fiscal burdens.

Switzerland. Despite the still difficult economic situation and uncertainties with regard to the further economic development of Serbia, the opinion among the local Swiss business community is optimistic and they see space for improvement. On the other side, objections of investors and business people relate mostly to cumbersome administration and bureaucracy, the grey economy, red-tape and

■ What kind of inquiries do you most commonly receive from Swiss companies interested in some kind of economic activity in Serbia, and what would you conclude from the dynamics and nature of these queries?

- As you know, SMEs are the backbone of the Swiss economy. Big multinational companies usually have their own channels for establishing business relations in countries of their interest and focus. It’s particularly the SMEs which approach the embassy for advice and services in providing them pre-investment and export-related information about the Serbian market and the investment location. Their requests are different and extremely diversified, ranging from information about local laws, customs regulations, business practices, investment locations and financial We are doing everything in our power to further incentives, identifying local partners promote our bilateral relations and enable Swiss and suppliers, linking with potential companies to start doing business here buyers and suppliers, but also in providing assistance in dealing with bupara-fiscal burdens, with over 300 non-tax levies to busireaucracy at both the national and local levels. Serbia certainly has a lot to offer foreign investors nesses, as well as a lack of legal certainty. Therefore, we and has enormous potential in industry, energy and re- reasonably believe that if Serbia increases the transparnewables, agriculture and the ITC sector. However, the ency and stability of conditions for doing business it will dynamics and decisiveness of Swiss companies in com- become more competitive and attract more FDI. ing to Serbia and doing business here will depend on the predictability of the business environment, the consistent ■ Very significant Swiss companies are present in Serbia, but their business decisions have not yet had a implementation of laws, simplifying existing procedures significant influence on the arrival of other investors. and improving the efficiency of the public sector. ■ In which areas do Swiss companies most commonly seek the help of the embassy – in terms of both those already present and potential investors?

- Swiss companies doing business in Serbia have a generally positive perception of the country’s business environment, namely thanks to good market access, a qualified workforce, relatively low labour costs and proximity to

Why is the number of Swiss investments in Serbia relatively modest?

- As I said already, the Swiss economy is heavily influenced by small and medium-sized enterprises. Major companies are, of course, important and their presence gives a kind of positive signal, security and assurance from a medium and long-term perspective that the business climate is stable and that there is potential for sus-

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 25

tainable growth. Swiss products and services have a good reputation and an outstanding level of quality – and one thing that almost all companies have in common is that innovation plays a considerable role in long-term success. In this sense, rules and regulations and administrative constraints are real innovation killers. We must always ensure that this regulation does not become excessive. Furthermore, the labour market must remain liberal. Considering that SMEs play a stabilising role for the economy, decision makers have to be more attentive to the concerns of SMEs and reduce administrative burdens. A proper education system is also important for the economy, where the emphasis has to be placed on skills and practice, not on theory. In order to be able to meet the requirements of the economy and the job market, the education system in Serbia needs to be significantly reformed. A possible model could be, for example, the Swiss dual system. ■ How interesting to Swiss companies are the preferential trade agreements Serbia has with some countries (Russia, Turkey, et al.)?

the most important with regard to the potential interest of Swiss companies?

- The recently passed labour, privatisation and bankruptcy laws are very important and encouraging signs in terms of the further development and improvement of a business-friendly environment. Labour legislation is an important factor in achieving the competitiveness of companies, because they impact on the possibility of faster restructuring of the company in terms of accelerated changes in the environment and more flexible organisation of working time, which reduces operating costs and flexible forms of employment and facilitate their use in practice. Many positive steps have also been taken towards improving the rule of law, cutting red tape, increasing transparency and state administration efficiency. However, attracting and winning the trust of new foreign investors is a long-term process and primarily needs a stable and predictable environment and the strong will of the government to pursue reforms and enforce laws.

- According to a survey of the Swiss ■ Which Swiss assistance programmes business community, the most imporwould you single out as the most imtant fact for investing or doing business portant when it comes to improving in Serbia is the favourable geographic the business environment in Serbia? - The Swiss Cooperation Strategy for position and geopolitically important Serbia 2014-2017, with an increased disterritory. As a logistics base, Serbia is bursements budget of 75 million Swiss the perfect location to serve its EU, SEE Francs, or 19 million CHF per year, demor Middle Eastern customers efficiently. The Government needs to onstrates Switzerland’s strong commitSerbia has improved the business envipursue reforms and the ronment significantly and has a highly ment to continued support for economenforcement of laws to attract ic, social and political reform processes qualified workforce. Other key reasons and win the trust of new in view of Serbia’s European integrafor investing in Serbia are low production costs, a favourable logistic position tion. The focus of this cooperation is on foreign investors and government subsidies for creating three domains: economic development, new jobs. The free trade agreement with the Russian Federation governance, and energy efficiency and renewable energy. makes Serbia particularly attractive for foreign investors and In the economic sphere, the Strategy will address key chalmanufacturers, since Serbia is the only country outside the Com- lenges of the Serbian economy: supporting Public Finance monwealth of Independent States to enjoy the benefits of dutyManagement (PFM) reforms and strengthening the financial free trade with Russia. In terms of imports and exports, Serbia sector, development of the private sector, trade promotion and represents a potential duty free market of about one billion peo- a business-friendly environment with the aim of contributple, including the EU, U.S., Russia, Turkey, Southeast Europe, the ing to increased economic competiveness, creating jobs and CEFTA area, Kazakhstan, Belarus etc. The duty-free regime covers reducing regional disparities. Fighting high unemployment, most of the key industrial products with a few exceptions. How- especially among the youth, will be a priority. In this sense, ever, this potential still hasn’t been exploited and utilised to a Switzerland will support a wide range of efforts to align human resources development with actual labour market resignificant extent and volume. quirements, thus contributing to efficient school-to-work ■ Which of the economic laws adopted or announced by the transition, vocational skills development and increased labour market access. ■ Serbian Government in recent times would you single out as

26 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

CORPORATE

MARINKO UKROPINA

MANAGING DIRECTOR, SGS BELGRADE, SGS ADRIATICA, SGS SLOVENIA & SGS BOSNIA & HERZEGOVINA

Passport for Every Market An ever increasing number of local companies recognise the importance of introducing international standards and certification as an element of their competitive advantage

GS Belgrade has positioned itself on the Serbian market as a company that provides top certification services and more recently, as a partner of the Government of Serbia, it has provided a significant contribution to combating the grey economy.

■ SGS is the world leader in quality control, verification, testing and certification. What benefits do companies gain by using your services?

- More and more local companies recognise that compliance with international standards and the quality requirements of its business partners ensures their competitiveness and that our certificate, as proof of that, can make the difference between the doors to new markets being open and closed.

SGS Belgrade is the representative of the consortium that was awarded the responsible job of implementing an anti-corruption programme in the energy sector ■ How much would the broader application of international standards and procedures improve the business climate and accelerate economic reforms in Serbia?

- The arrival of foreign companies on our market and the determination of local companies to export have an ever greater influence on increasing the need to adopt internationally recognised standards and procedures. ■ Are you engaged in the national programme to combat the grey economy and how are the results?

- SGS Belgrade is the representative of the consortium that was awarded the responsible job of implementing the programme for labelling (marking) fuel, which main objective is to prevent illegal activities in the energy sector. From February until the end of June, the Serbian budget’s revenue from excise duties increased by €34 million compared to the same period last year, and income from tax by the end of 2014 is estimated to exceed €80 million. ■

CORPORATE

EMIL FREY

90 YEARS OF SUCCESSFUL BUSINESS

History of Excellence

As a General Distributor for brands like Mercedes–Benz, smart, Fuso and Setra in Serbia, Emil Frey delivers the highest level of professionalism in the industry

he Emil Frey Group is a Swiss family business headquartered in Zurich that was founded in 1924 by a car mechanic Emil Frey. In his well-known letter, written in 1935, he explained the values that he based the company operations on, which later evolved into today’s general principles of the Emil Frey Group company operations – products of exceptional quality, professional responsibility, excellent value for money, professional and quality service provided by highly-skilled and well-trained staff as well as catering to the trust of customers. This year, the Emil Frey Group celebrates 90 successful years in the business. Its primary focus is the automotive industry –car retail and wholesale, car finance and car and spare parts logistics. The Emil Frey Group also owns import companies, a number of car dealerships, and car finance companies. The Emil Frey Group recently became the General Distributor of Mercedes-Benz for Serbia, Montenegro and Croatia. Apart from Serbia, Croatia and Montenegro, the company has operations in Switzerland, France, Germany, Hungary, the Czech Republic and Poland. As a General Distributor for brands like Mercedes–Benz, smart, Fuso and Setra in Serbia, continuing along the line of values based on quality and the highest level of professionalism in the industry, the Emil Frey Group secures further success and business development. Emil Frey Auto Centar d.o.o is the new retail company in Belgrade providing sales and aftersales services to all Mercedes-Benz, smart, Fuso and Setra customers. As the General Distributor, the Emil Frey Group employs an approach that is primarily customer-oriented, market-based and characterized by first-class care for its clients and dealers. ■

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 27

INTERVIEW

ANA GRUJOVIĆ

EXECUTIVE DIRECTOR OF THE SWISS-SERBIAN CHAMBER OF COMMERCE

Swiss-Serbian

MEETING POINT In 2013 representatives of the Swiss business community in Serbia expressed their interest in further strengthening ties between Switzerland and Serbia and contributing to the sustainable development of the local economy

n order to achieve these goals, it was decided to create an association that would serve as the principle voice of the Swiss-Serbian business community vis-à-vis the local authorities, promoting the concept of “Swissness” and becoming the first point of contact for Swiss companies wishing to do business in Serbia, as well as for local enterprises interested in developing their activities in Switzerland.

■ Which kinds of companies are members of the SSCC and what are the rules for prospective members?

- Our membership includes the world’s leading multinationals, middle-market companies and SMEs. We are now opening the call for new membership applications for the year 2015 and all Swiss and Serbian companies and individuals with an interest in furthering the development of Swiss-Serbian economic and commercial relations are welcome to apply to join

28 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

our association. As a self-financed organisation, we have very ambitious goals. These goals can only be met by increasing membership in the Swiss-Serbian Chamber of Commerce and having additional funds available to implement these goals. ■ What kind of support do you receive from the Swiss Embassy and Serbian institutions?

- The Swiss-Serbian Chamber of Commerce was founded as an independent and private association. The initiative to create such an association came from the Swiss-Serbian business community, with the support of the Swiss Embassy in Belgrade. Let me on this occasion thank once again H.E. Swiss Ambassador Ruch for all the help the Embassy has provided. At the same time, we have been working intensively on developing a network of Serbian institutional partners, which welcomed the establishment of the Swiss-Serbian Chamber

MEMBERSHIP

Our membership includes the world’s leading multinationals, middle-market companies and SMEs.

ROLE

Our role is to give companies the possibility of growing their business on both the Swiss and Serbian markets.

GOAL

Our goal is to enhance the value of SSCC membership to the benefit of all members.

of Commerce and expressed their interest in working together with us on strengthening economic relations between Switzerland and Serbia.

ing guidance to Swiss companies wishing to set up their operations in Serbia. We attach great importance to our business facilitation services which are mostly orientated towards SMEs. ■ What sort of informaContrary to the MNEs, tion can the SSCC offer SMEs may not have the We have been working intensively Swiss companies interpossibility of dedicating on developing a network of Serbian ested in investing in Serand financial institutional partners, which welcomed personnel bia and Serbian comparesources to obtaining nies interested in gaining the establishment of the Swiss-Serbian information on adminisa better presence in SwitChamber of Commerce and expressed trative procedures, certizerland? their interest in working together with fication requirements or - Access to the right inforquality standards when mation is critical to busi- us on strengthening economic relations accessing a foreign marbetween Switzerland and Serbia ness success. Our role is to ket. This is why the SSCC give companies the possiacts as a business facilitability of growing their business on both the Swiss and Ser- tion centre and plays a supportive role in enabling these bian markets by providing them with guidance in terms companies to overcome existing business challenges and of relevant information and relevant contacts. One of our successfully develop their operations on both the Swiss primary goals consists of making it easier for Serbian and Serbian markets. companies to access the Swiss market, as well as providMoreover, the Swiss-Serbian Chamber of Commerce

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 29

organises dynamic and business-orientated events that give access to targeted information and allow participants to share their expertise. Our Association hosts these events with a view to offering members a unique opportunity to network, exchange experiences and share best practices.

tablishment, in March 2014, the Swiss-Serbian Chamber of Commerce has made significant achievements. Let me just mention a few of them. Firstly, our conference on “Swiss-Serbian bilateral relations”, which took place on 30th October 2014, was the first step towards building a platform for a constructive dialogue between public ■ What are the experiences of the major Swiss investors officials and the private sector. The conference gathered more that are already in Serbia, in terms of than 80 representatives of public authorities, private companies, business the business environment, quality of associations and other interest groups, the workforce and prospects for further investment? and provided an opportunity for direct - Many Swiss multinational enterprises talks between public officials and business people. identified the Serbian market as an attractive investment destination and, The second achievement relates to as a result, companies such as Nestle, the establishment of initial contacts Roche, SGS and Ringier Axel Springer, with institutions in Switzerland, as a among others, are already doing busiresult of the Economic Mission to Switness successfully in Serbia. In terms of zerland, which was held in September the experience of major Swiss investors 2014. This mission was organised with in Serbia and the prospects for further the support of the Swiss Embassy in investment, let me answer this quesBelgrade and the SSCC will strive to detion by mentioning some examples. velop joint activities with these organisations in order to raise awareness of Firstly, Swiss company Sika, which the existing business potential in Serhas been operating in Serbia for 12 bia among representatives of the busiyears now, recently invested an additional CHF 5 million in the opening of ness community in Switzerland. a new construction chemicals factory Finally, we have launched our official website, which contains fresh and in Šimanovci. Also Holcim, one of the updated information on our activities world’s leading suppliers of cement and and members, but also provides news aggregates, is running its Talent Pool Many Swiss multinational related to doing business on both the programme, with a view to improving enterprises identified Serbian and Swiss markets. Furtherthe quality of the workforce in Serbia. more, the website contains an InterThis programme provides local students the Serbian market as active page, accessible exclusively to with an opportunity to gain new skills an attractive investment SSCC members, allowing them to interthrough internship and scholarships. It destination and, as a result, act, exchange experiences and discuss is therefore clear that major Swiss investors are already actively engaged in ways to improve business with a view companies such as Nestle, building a more business-friendly local Roche, SGS and Ringier Axel to ultimately helping them make wellenvironment and are ready to contribinformed decisions. Springer, among others, ute further to the sustainable developare already doing business ment of Serbian society. ■ Where do you see room for the big-

successfully in Serbia

■ How do you intend to organise your work and what are the most important achievements of the chamber since its establishment?

- Our work is guided by the Management Board, which is responsible for all major decision-making concerning the Chamber’s strategy. We have also taken on a commitment to maintain a proactive approach to fully engaging our members in the development of activities and services and, for this reason, we are planning to conduct the “SSCC Member Survey”, in order to identify the main areas of interest of SSCC members. Our goal is to enhance the value of SSCC membership to the benefit of all members. I am proud to say that in just the six months since our es-

30 |

SWITZERLAND & SERBIA

gest improvements to the business climate in Serbia?

- Further improvements of the local business climate can increase Serbia’s FDI attractiveness and boost levels of foreign investment. The strengthening of local companies, and especially SMEs, is needed to help them achieve the standards required to become suppliers to foreign companies and, ultimately, to participate in foreign trade. Also, human capital development, managerial training for local staff, as well as investment in research and development, are crucial for enabling domestic companies to compete on international markets. Finally, it is a well-known fact that stable, predictable and transparent markets attract foreign investors. ■

| TRADITIONAL COOPERATION AND SUPPORT

CORPORATE

ADRIEN ALKABES

DIRECTOR MONTEROSA D.O.O.

Affordable and MODERN

A Holiday Inn Express is situated in old Belgrade, within walking distance of the main government buildings, shopping streets and entertainment areas, and is fit for both business people and families

CORPORATE

new Holiday Inn Express Hotel, located just a stone’s throw from the centre of Belgrade, will offer guests high quality yet affordable solutions, whether they are business people or tourists seeking comfort, says Adrien Alkabes, director of Monterosa d.o.o. ■ How will Holiday Inn Express fit into the Belgrade hotel scene?

- Holiday Inn Express is built according to international standards and is located in Belgrade’s old town, where there is a lack of modern, up-to-date business hotels at affordable prices. The construction and decoration level of this 3* hotel is at least equal to, if not better than, the hotels of the same brand we have in French cities like St.Nazaire, Montpellier and Marseilles. The hotel will have 123

sound-proof guest rooms, as well as conference rooms, all with WiFi connection, flat screen TV and free telephone communication. A secure car park is located under the hotel and public transport is on its doorstep. ■ Which type of guests is the hotel seeking to attract and what was the main reason for deciding to opt for that specific niche market?

- Although we are primarily a business hotel, we have also taken into consideration tourists and groups, as well as families visiting Belgrade. Two children under the age of 16 sleeping in the same room as their parents will be accommodated for free. We believe this will be of particular interest to families visiting Belgrade for a weekend. ■

SCHÖNI LOGISTICS D.O.O.

We Cross Borders FOR YOU The company providing transportation services domestically and abroad, namely along Swiss Balkan - Swiss routes, and haulage tracking services

chöni Transport AG was founded in Rothrist/AG, Switzerland, in 1969. By providing top-quality services, we have managed to earn trust both here and abroad, which is the cornerstone of our operations. In order to meet newlycreated needs, in 2011 we opened an independent company called Schöni Logistics d.o.o. in Serbia and Montenegro. The com-

pany provides transportation services domestically and abroad, namely along Swiss-Balkan-Swiss routes, and haulage tracking services. The loading services are carried out by a team of professionals who, together with the company’s management, meet clients’ requirements in the best manner possible and at any time. Each of our ve-

TRADITIONAL COOPERATION AND SUPPORT |

hicles has a CMR insurance policy worth up to €350,000 per vehicle, which guarantees the safety of clients’ cargo from loading to unloading. All of our vehicles also have CEMT permits, which enables us to transport goods without any limitations whatsoever. Our holding company has over 500 vehicles and two logistics facilities, which provide transport and logistics support 24/7, particularly when there is a need for urgent transport. Our company’s slogan – “Yes, we can!” - fits our operations perfectly. We cross borders and barriers for you, any borders and any barriers – international, language, culture and the borders of what has been possible and doable previously. ■ www.schoeni.ch • www.schoeni.rs office@schoeni.rs • Tel.: +381 60 659 11 11

SWITZERLAND & SERBIA

| 31

INTERVIEW

BOBAN PETKOVIĆ

DELEGATE OF THE ASSEMBLY OF THE DIASPORA AND THE SERBS IN THE REGION; SWISS CONFEDERATION

Diaspora's Potential

UNTAPPED

The Serbian Diaspora in Switzerland could play an important role in promoting Serbia among Swiss investors interested in opening production facilities in Serbia

32 |

he Serbian Diaspora has been very active in preserving the Serbian cultural identity in Switzerland, but could also be far more active in terms of integrating the Serbs into Swiss society and lobbying for Swiss investments in Serbia – says Boban Petković, delegate of the Assembly of the Diaspora and the Serbs in the Region; The Swiss Confederation. ■ How active and interlinked is the Serbian expat community in Switzerland today?

- The activities of the Serbian Diaspora in Switzerland have two main directions – firstly there are activities to preserve cultural and national identity and, secondly, there is work on integration into the Swiss society. The Serbs living in Switzerland dedicate most of their attention to preserving the cultural identity. The Serbian Orthodox Church or, to be more precise, the Serbian religious communities in Switzerland, bring together by far the biggest number of Serbs, fol-

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

lowed by the Serbian supplementary school and the Federation of Serbian Folklore, which brings together over 25 folk ensembles. Then there are associations of the Serbian writers, artists, students, pensioners, athletes and two Serbian theatres. All of these associations are interlinked with the Serbian Cultural Association in Switzerland, which was founded over twenty years ago and is an umbrella organisation. With regard to activities on integration into Swiss society, there are individual endeavours of certain associations, but there is no joint action. Lately the Serbian Cultural Association in Switzerland has been trying to engage the entire Serbian community to get everybody involved in this work, which is exceptionally important for our community. The third very important area which the Serbian community in Switzerland needs to dedicate much more attention to is spurring economic cooperation between Switzerland and Serbia. ■ Could you tell us the difference between the needs of the ‘old’ and ‘new’ diaspora, which mainly comprises highly educated Serbian citizens?

- The ‘old diaspora’, also known as gastarbeiters, were happy with having secure jobs that would enable them to build a house in Serbia and buy a car. The ‘new diaspora’, which not comprises highly educated people who have emigrated from Serbia in the last 20 or so years, but also the children of the aforementioned gastarbeiters, who grew up and have been educated in Switzerland, has much greater needs and demands. They want to build careers and achieve a certain status in Swiss society. Back in the day, when the Swiss welcomed the first migrant groups, they did not count on those people, who were temporary workers, actually not returning to their native countries. Renowned Swiss writer Max Frisch fittingly summed this up in one sentence: “We wanted (or looked for) workers

and we got people.” These people are now high company officials and are slowly becoming a part of the Swiss social elite. ■ How much is the Serbian diaspora in Switzerland concerned with the former bad image of Serbia and does Serbia today receive better treatment in the Swiss media?

- Unfortunately, this bad image is still a burden that we haven’t managed to get rid of, although things are slowly improving. Of course, we are partly to blame for that, but there are also various types of manipulation in place. For instance, this year there have been several examples of Serbia being positively portrayed in the Swiss media. During this year’s floods, almost all Swiss media outlets were reporting about our appeals for help and, with their assistance, we managed to mobilise all of the biggest Swiss companies, charity organisations and individual Swiss citizens, who all helped selflessly and responded to our appeals. ■ How much does Serbia properly cater to the needs of the Serbian Diaspora in Switzerland?

■ In which way can the Serbian Diaspora in Switzerland help establish better economic links between the two countries?

- There are many ways we can help. As an umbrella organisation, last year we hosted H.E. Jean-Daniel Ruch. Ambassador Ruch is a great friend of the Serbian people and is willing to help us.Together with Dragica Tomčić, the Serbian economic attaché in Switzerland, and Ana Grujić, Director of the Swiss-Serbian Chamber of Commerce, he has been doing a lot to promote Serbia as a good investment destination. During his visit to the Serbian community in Switzerland, Ambassador Ruch told us that Serbia had hidden investment potential and that we needed to utilise that in promoting Serbia and through our own investments in the country. There are several major Swiss corporations that have already opened their production facilities in Serbia and are also members of the Swiss-Serbian Chamber of Commerce. However, Switzerland is a country that has many SMEs and that is something Serbia needs. The Serbian Diaspora could play a huge role in this aspect, by promoting Serbia as a good investment destination for Swiss investors seeking to open their production facilities in the

- Serbia has enacted a law on the diaspora and devised a cooperation strategy. Also, the Assembly of the Diaspora has been established and there all Serbs living outside the country have their representatives (delegates). However, everything is still being handled at the protocol level, since the decisions made by the Assembly are not binding and have no influence whatsoever on the work done by the Diaspora Office or the parliamentary diaspora committee. Diaspora used to have its own ministry, which was then downgraded to an office and is now being re-organised into the diaspora administrative office. All we can do is hope that this office will be more in tune with our suggestions and requirements and that, in the near future, we will be assigned appropriate collaborators in all ministries, which is The ‘new diaspora’ comprises highly educated people who something we need desperately. ■ Which investment areas in Serbia are of interest to the Serbian Diaspora in Switzerland?

have emigrated from Serbia in the last 20 or so years, but also the children of the gastarbeiters who grew up and have been educated in Switzerland and are now building careers and becoming part of the Swiss social elite

- The investments made by the diaspora in Serbia are currently at a very low and very unsatisfactory level. These are manly companies engaged in commerce, with very little, or in some cases almost nothing, being invested in launching production facilities in Serbia or investing in agriculture, which has huge potential. Lack of trust and an insufficiently active government, in terms of encouraging the Serbian diaspora to invest in Serbia, are the main obstacles to investing. ■ Are you happy with the support provided by the Swiss authorities in terms of preserving the cultural identity of the Serbian community in Switzerland?

- The Swiss state authorities do not invest in projects of that kind and I completely understand that. The Swiss need to invest in integration projects, while Serbia proper and we, in the diaspora, need to fight for, and invest in preserving, our cultural and national identity.

country and for the Serbian Diaspora to invest their money in such projects. We do hope that the Serbian government will realise this and support us in the relevant activities in 2015. ■ Do you think diaspora delegates contribute actively to shaping relations between Serbia and the Diaspora?

- Unfortunately, the delegates have only protocol duties and their influence is very limited and narrow. Basically, we depend on the good will of civil servants in government institutions. The delegates from Switzerland – Vice President of the Diaspora Assembly, Zvonko Jovanović, and Živko Marković, M.Ba. – are among the most active delegates in the Assembly. We are all volunteering at the Assembly and do hope decision makers in Serbia will recognise the value of our work, so that together we will be able to move Serbia forward and upgrade our relations to an acceptable level. ■

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 33

FEATURE

THE SWISS-SERBIAN CHAMBER OF COMMERCE

New Page in

COOPERATION

H.E. DIDIER BURKHALTER, PRESIDENT OF THE SWISS CONFEDERATION

The aim of the newly established Swiss-Serbian Chamber of Commerce is to support mutual trade between the two countries, entice new Swiss investments and help improve the business climate in Serbia

34 |

even prominent Swiss companies with a strong presence in Serbia - Nestle, Holcim, SIKA, SGS, Sicpa, Roche and Ringier Axel Springer – became the founding Members of the Swiss-Serbian Chamber of Commerce (SSCC) in March 2014. After seven months of active work, the SSCC currently has more than 30 members. The establishment of the SSCC also represents an important initiative in times when mutual trade between Serbia and Switzerland is on the rise, albeit at a relatively low level, while Swiss companies are showing more interest in investing in Serbia after the country accelerated efforts to join the European Union and implement important reforms. Serbian exports to Switzerland have increased fivefold over the past 10 years, while the export-import ratio rose from 11 to nearly 50 per cent over the period of ten years, according to the Serbian Chamber of Commerce and Industry. Swiss companies have invested in excess of €500 million in the Serbian economy since 2004 and economic cooperation is expected to intensify in the future. The number of Swiss companies operating in Serbia is

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

on the rise and Switzerland has regularly been among the top investors in Serbia over the past few years. There are currently over 150 Swiss companies established in Serbia, in various sectors, such as construction (Holcim), services (Dufry, Ringier Axel Springer) and industry (Nestle, Roche), while Swiss SMEs are represented in the distribution and metal industries, among other sectors. The SSCC will work on further strengthening the two countries’ economic ties. The aim of the chamber, organised as a non-profit association, is to support bilateral business relations by offering its guidance to potential Swiss investors interested in setting up their operations in Serbia, as well as Serbian companies seeking business partners in Switzerland; to voice the concerns of its members in discussions with government officials and decision-makers; and to help local communities in Serbia improve their economic environment and attract new investors, by implementing Swiss know-how and values in their everyday work. The SSCC was officially inaugurated on 24th

April in the presence of the President of the Swiss Con- groups, including the Swiss Cooperation Office, the United federation, H.E. Didier Burkhalter, then First Deputy Prime Nations Development Programe, Business Incubator of Minister of the Republic of Serbia, Aleksandar Vučić, and Technical Faculties of Serbia, SIEPA and the Serbian Diasmore than 150 representatives of the private sector, diplo- pora, were among those who had the chance to exchange mats and business people. views on the business climate in Serbia and present obPresident Burkhalter noted that the establishment of stacles, the efforts of the Serbian government to improve the overall economic climate and further intended steps the Swiss-Serbian Chamber of Commerce is “as a sign of trust in Serbia’s future and a contribution to stronger ties be- in order to attract more investments. tween the two countries”, adding that it will open an avenue The event provided an opportunity for direct talks beto build better relations between the two nations. Then Deputy PM Vučić said that the aim of the Serbian government is to improve the business climate in Serbia, in order to attract more foreign investments, adding that he was looking forward to new Swiss investments. “Serbia will become a better place for investment; laws and everything that hindered private business will be changed and I am convinced that we will have more Swiss investments in the coming years,” said Vučić. Following the establishment of the Chamber, an economic mission went to Switzerland at the beginning of September, organised with the support of the Embassy of The establishment of the SSCC also represents an Switzerland, with the aim of estabimportant initiative in times when mutual trade lishing contacts with institutional partners and identifying possible between Serbia and Switzerland is on the rise ways of cooperating in the future. tween public officials and business leaders regarding the During the mission, meetings were held with several institutions, including the Chamber of Commerce of Swit- steps necessary to further improve the local business clizerland for Central Europe (SEC), Global Enterprise Swit- mate, such as administrative procedures, youth employzerland (S-GE), the State Secretariat for Economic Affairs, ability and public administration institutions, among SECO, and the Embassy of the Republic of Serbia to the other subjects. Bern-Swiss Confederation, among others. According to SSCC Executive Director Ana Grujović, this On 30th October the SSCC organised its first confer- was just the first in a series of conferences that the SSCC ence, entitled “Swiss-Serbian bilateral relations”, at which intends to organise in order to build up a dialogue between more than 80 representatives of public authorities, the the private and public sectors and support the two counprivate sector, business associations and other interest tries’ joint efforts to build even better business relations. ■

GOVERNING BODIES

SSCC MANAGEMENT BOARD AND EXECUTIVE DIRECTOR

The governing bodies of the Swiss-Serbian Chamber of Commerce (SSCC) are the General Assembly, composed of all SSCC members, the Management Board, with seven members, including a president, vice president, and executive director, responsible for implementing the Board’s decisions and managing SSCC activities. The overall work of the SSCC is supervised by seven Founding members.

TRADITIONAL COOPERATION AND SUPPORT |

On 17th November 2014 the SSCC Managing Board elected Ansgar Bornemann (Nestle) its president, while Marinko Ukropina (SGS) beame vice president. The other members of the managing board are Ana Govedarica, (Roche), Claudiu Soare, (Holcim), Dragan Maksimović, (Sika), Xavier Davard, (Sicpa), and Adrien Alkabes, (Monterosa). They were appointed on 30th October 2014 at the SSCC General Assembly.

SWITZERLAND & SERBIA

| 35

SWISS ECONOMY

Export Giant

IN A SMALL PACKAGE T Switzerland has virtually no mineral resources, covers a small area geographically and has a population of just over 7,785,800. What appear to be obstacles are actually the key to the Swiss success in production and export of high-end products and services

36 |

SWITZERLAND & SERBIA

he key sectors of the Swiss economy are micro-technology, hi-tech, biotechnology and pharmaceuticals, as well as banking and insurance know-how. The service sector now employs the greatest number of people. The Swiss economy is not built on mass production, but on high-quality workmanship and well-trained workers. Most of the people working in Switzerland are employed by small and medium-sized enterprises. According to the 2008 business census, more than 99% of enterprises had fewer than 250 full-time workers, employing about two-thirds of the total workforce. The largest company is Nestlé, the biggest food company in the world. It has around 278,000 employees, though about 97% of them are outside Switzerland (2009).

| TRADITIONAL COOPERATION AND SUPPORT

In 2010 some 15 Swiss firms, including the pharmaceutical giant Novartis (No. 160), featured on the “Fortune Global 500”, an annual ranking of the 500 most powerful corporations, which is compiled by the eponymous American business magazine. Most of the businesses are focused on finding a “niche strategy,” concentrating on a small range of high-quality products. As a result, even some small enterprises have been able to corner the world market in their own specialist domain. The chemical industry is a particularly good example, with 90% of its total product range consisting of specialities. One consequence of this policy is to make the industry highly diversified, with more than 30,000 products. Many companies are still in the hands of the families who founded them. However, a survey conducted in 2002 showed the impact of globalisation on large firms, with 40% of board members and 26% of managers found to be non-Swiss, mostly from Germany, the UK and France. However, there were still few foreign managers in medium and small businesses. The structure of the Swiss economy changed considerably at the end of the 20th century, with the number of farming jobs falling 25% between 1985 and 1995.Traditionally important industries, like construction and engineering, also declined, while most in the service sector branches continued to grow. In 2008 the service sector accounted for almost 73% of those in employment. Nearly 23% were employed in manufacturing and less than four per cent were working in agriculture and forestry.

the biggest partner is Germany. In 2010 With its pharmaceuticals indusreported State Secretariat for Economic try, federal institutes of technology and it was followed in descending order by Affairs (SECO). With respect to the latother specialised institutes and research Italy, France, the Netherlands, the U.S. est signals of lower activity in the Swiss facilities, Switzerland is well set to face and the UK. In 2009 a total of 59.7% of ex- economy, the Federal Government’s Exports went to EU countries, with 78% of pert Group assumes that this evolution the future in such fast-developing areas imports coming from EU states. should only be temporary and that the as biotechnology and molecular biology. Swiss economic policy has always pace of the economy is likely to gradually Swiss companies place a strong emphasis on research and development. In been based on free trade, with low import pick up again. However, since the imSwitzerland a higher percentage of peo- duties and virtually no import quotas - petus from both domestic demand and ple work in R&D than in other industri- the only exception being for agricultural exports is slightly weaker than had been alised countries. produce. Even here many of the restric- previously anticipated, the growth forecasts for 2014 and 2015 are someOver 2.9% of the gross national product was spent on research what lower compared to the last in 2004. The bulk of the finance forecast (dated June 2014). The - more than two thirds - was acExpert Group now projects GDP counted for by the private sector. growth of 1.8% (previously 2.0%) Only Israel, Sweden, Finland, Jafor the current year, accelerating pan and South Korea are doing to 2.4% (previously 2.6%) for 2015. better in this regard. In view of the slowdown in Due to the fact that most of the economic recovery, the reduction in unemployment is likely to businesses are under pressure to be delayed and is only expected export, Swiss export products are to start falling during the course highly competitive. of 2015. In light of the dampened The chemical industry was short-term economic outlook for the first to start setting up subsidThe best-known export items are iaries abroad, originally to avoid watches, chocolate and cheese, but the Euro region, including Germany, conditions have deterioratprotectionist measures imposed in fact mechanical and electrical ed compared to the last forecasts by foreign countries after the 1914engineering and chemicals together in June. Although the economic 1918 war. Now almost one franc in two earned in Switzerland comes account for over half of Swiss export projections for Switzerland are still quite appealing, the downfrom abroad. revenues side risks have increased noticeIn some branches, more than tions are being eased as a result of recent ably during the last few months. 90% of goods and services are now exported. The best-known export items are agreements with the EU. Switzerland is the home of the World watches, chocolate and cheese, but in Switzerland has opened itself to the Economic Forum (WEF), an international fact mechanical and electrical engineer- process of globalisation. A study pub- organisation which brings together world ing and chemicals together account for lished in 2004 by U.S. magazine Foreign leaders from the realms of politics and busiover half of Swiss export revenues. Policy ranked Switzerland as the world’s ness, to discuss and shape future policies. The WEF, headquartered in Geneva, The areas where Switzerland is a third most globalised country, based on leading supplier include looms, paper such factors as the share of trade in the was founded in 1971 by German-born and printing machinery, blanking tools economy, level of foreign investment, professor of business Klaus Schwab. It for metalworking, elevators and escala- and per capita use of international tele- is best known to the general public for tors, packaging equipment and rack- communications and the internet. Top of the annual meeting it holds at the end and-pinion railways. However, many of the list was the Republic of Ireland, fol- of January in the Swiss resort of Davos, the components for these items are now lowed by Singapore. The U.S. was ranked where world economic and social problems are debated. This is attended by seventh and the UK 12th. manufactured abroad. However,the fact that the success of the presidents and prime ministers, heads of Consultancy, insurance and tourism Swiss economy depends on export some- major economic organisations, represenare also part of the export trade. Exports of tatives of NGOs, intellectuals and even goods and services alone amount to about times represents a source of vulnerability. As a result of the continuing fragility showbiz personalities. 25,000 francs - 16,000 dollars - per head per The WEF describes its agenda as imyear, according to the OSEC business net- of the global environment, in particular work, which promotes Swiss foreign trade. the faltering recovery in the Euro region, proving the state of the world. Among its Switzerland’s main trading partners the Swiss economy has lost some of its recent achievements it cites the “Resilare European Union members. By far momentum since the beginning of 2014, ient Dynamism” (2013). ■

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 37

ECONOMIC EXCHANGE

On the UPSWING

The Serbian market today hosts over 150 Swiss companies, both large investors, such as Nestle, Holcim and Roche, and SMEs. Thanks to continuing improvements in the local business environment, the Swiss business community is showing a growing interest in establishing operations in Serbia

38 |

ilateral relations between Switzerland and Serbia are dynamic, varied and well developed, characterised by meaningful human and cultural ties and a wide range of bilateral agreements in many areas, as well as good cooperation in multilateral organisations. Bilateral economic agreements signed between Switzerland and Serbia cover various aspects, from trade and economic cooperation (2001), to technical and financial cooperation (2003), protection and investment promotion (2007) and double tax avoidance (2005). Economic cooperation between the two countries is realised through the so-called annual “Mixed Economic Commissions”. The 6th Commission was held on 14th May 2013 in Belgrade and was followed by the organisation of the “Swiss-Serbian Business Forum” on 15th May 2014. As a result of growing interest among representatives of Swiss business community in Serbia, the Swiss-Serbian Chamber of Commerce (SSCC) was established in March 2014. Its task is to foster economic relations between Serbia and Switzerland by creating an organisation that facilitates dialogue between the two countries, promotes Swiss values in Serbia and creates new networking opportunities for business professionals.

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

Following the establishment of the SSCC, an Economic Mission to Switzerland took place from 2nd – 4th September 2014, in order to establish contacts with institutional partners and identify possible avenues of future cooperation. The mission was organised with the support of the Embassy of Switzerland in Belgrade. Commodities exchange According to the Serbian Chamber of Commerce, commodities exchange between Serbia and Switzerland has tripled over the course of the last decade. In terms of trade, Switzerland is ranked 26th among 194 countries in both Serbian export and import value levels. Serbian exports to Switzerland in 2013 equated to 0.7% of Serbia’s total exports, while the level of imports to Serbia from Switzerland accounted for 1% of total Serbian imports, with a continuous foreign trade deficit and 30% to 50% coverage of import by export. Switzerland is also Serbia’s most significant partner in the European Free Trade Association (EFTA): the goods exchange between Serbia and Switzerland represented 87.4 per cent of Serbia’s total trade with the EFTA group. Imports have been rising at an average annual rate of 36% since 2005, while in 2008 the realised import level was 3.9 times greater than it had been in 2001. The commodities exchange with Switzerland in 2008 rose 18.9% compared to 2007, while the offset of import by export vastly increased from 28% to 40%. This commodities exchange growth trend slowed down in 2009, compared to 2008, due to unfavourable developments in the world economy. In 2009, the foreign trade deficit with Switzerland was reduced year-on-year by 32%. In the same period, the offset of import by export rose from 38.8% to 45.8%, thanks to the drop in commodities exchange of 20% (exports in the same time period fell 11%, while the import level dropped 23.6%). Exports continued to fall year-on-year in 2010, this time by 26.8%, while imports in 2010 increased by 9.4% in comparison to 2009. The cumulative result was a drop in commodities

exchange with Switzerland by 1.9%, i.e., laboratory agents, moulds for rubber and various sectors in Serbia, such as conthe drop from the offset of import by explastics, compression casting moulds, struction (Holcim), services (Dufry, Ringport from 45.1% to 28.5%. ier Axel Springer) and industry (Nestle, chocolate with added cereals, hazelnuts According to the data on the comRoche), with small and medium-sized and jewellery. modities exchange with Switzerland for The greatest export opportunities for enterprises mostly specialising in distri2011, there was a significant rise of exthe Serbian economy are in the agricul- bution and the metal industry. ports by 33%, while the offset of imports ture, textiles, metal, food and mechaniThe first Swiss investment in Serbia cal industries. A greater influx of foreign was the entry of Holcim on the domestic by exports rose from 30.2% to 47.7%. The volume of commodities ex- currency from Switzerland could also market in 2002,with the purchase of a machange grew in 2012 year-on-year, while be achieved by Serbian tourism. When jority stake in the Novi Popovac Cement the offset of imports by exports amount- it comes to specific products, there is a Factory. According to information from ed to 52.8%. In the first semester of 2013 long list of goods that could find buyers Holcim, the company has invested a total the commodities exchange was at the in Switzerland, of course provided they of more than €100 million in Popovac. level of the six-month period of 2012, meet the high standards for goods on A significant Swiss greenfield investment in Serbia is that of company Pharwith a somewhat improved offset of im- this selective market. ports by exports. maswiss, which built its own medicine Analysis carried out to date has In the first half of 2014, the goods ex- shown that Serbia could increase exports factory in Belgrade. In the insurance secchange grew seven per cent tor there is also Swiss insurance company Basler, while compared to the same period According to the Serbian Chamber of the distribution of textile of the previous year (to $189.7 products is covered by commillion), while the coverCommerce, the commodities exchange age of imports by exports repany Home Art and Sales between Serbia and Switzerland has mained virtually unchanged Services, which became the tripled over the course of the last decade owner of Serbia’s Centrotek(around 47 per cent). stil. In the non-ferrous metAccording to the latest als sector, company CDI bought the copavailable statistics, the most common of its products in the food, wood, pharmaceutical and cosmetic industries, as well per pipes factory Majdanpek and Dušan exports in 2012 were: electricity, fuels and lubricants, tin materials, strip rolls as in terms of textile products, wooden Dugalić from Batočina... handicraft products and children’s toys. Several recent re-investments by alof processed copper, wooden furniture Moreover, Serbia could also provide ready established companies in Serbia parts, parts and tools for printing equipment, raspberries, wooden upholstered services in the ICT field (software appli- include Nestlé’s latest investment of €1.2 seats, hand washing products for dishes, cations, maintenance and servicing) and million in its factory in Surčin, in order brooms and brushes made of herbal ma- offer cooperation with Swiss companies to build a waste water treatment plant terials, rubber, scaffolding, pre-fabricated in the metal and electronics industries, in accordance with the company’s globhouses and marble plates. as well as in plastics and rubber products. al standards, and Swiss company, Sika, which opened a plant for the production Serbia’s imports from Switzerland in INVESTMENT 2012 primarily consisted of: electricity, More than 150 Swiss companies are of material for special purposes in construction in Šimanovci. medicines, polyamides in primary forms, present in Serbia. With investment of There is no official statistical inforplastics, clocks, Indian rubber-based glue over half a billion euros, Switzerland is products, pacemakers and medicinal also a significant investor in the coun- mation about the amount of Serbian investment in Switzerland. ■ devices, textile products, diagnostic and try. Swiss companies are established in Leading SITC sections in exports to Switzerland

Leading SITC sections in imports from Switzerland

Non-ferrous metals

Specialised machinery for specific industrial branches

Road vehicles

11%

Furniture and parts

27%

13% 13% 28%

Metal products not otherwise listed Various finished products not otherwise listed

Medical and pharmaceutical products

57%

Cameras and timepieces

4% 7% 9%

11%

Other

Various finished products not otherwise listed Electrical machinery, apparatus and equipment Other

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 39

CULTURE

A Feast for All

THE SENSES

JEAN TINGUELY MUSEUM

40 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

Switzerland hosts an amazing concentration of galleries and museums displaying fascinating collections of history and traditions, natural and human sciences, ancient and modern art

e it the art of Paul Klee, fascinating ceramics or the Gruyère cheese, Swiss museums offer an impressive array of art masterpieces, occasionally edible. One of the newest museums is The Paul Klee Centre, which opened in 2005, in Bern. Dedicated to the person, life and work of Paul Klee, one of the 20th century’s most important artists, the museum houses the world’s largest collection of this artist’s works, with about 4,000 paintings. The unusual building has a wave-like structure and was designed by Italian architect Renzo Piano. He created a green island from which three hills of steel and glass arise. These contain exhibition space, a music and event hall, a children’s museum and meeting and seminar rooms. Another example of a great collection of modern art is The Kunsthaus Zürich. It boasts Zurich’s largest collection of modern art and is renowned both for its permanent art

The Lucerne-based Rosengart Collection is of great importance because it houses two unique groups of works by Paul Klee and Pablo Picasso collection and its temporary exhibitions. In addition to works by Alberto Giacometti, there are also significant pictures by Picasso, Monet and Chagall, as well as numerous contemporary Swiss artists. The international focus at the Kunsthaus includes the largest Munch collection outside of Norway. There are also Expressonists, Kokoschka, Beckmann and Corinth, highlights of Swiss art from the 19th and 20th centuries including Johann Heinrich Füssli and Ferdinand Hodler. In addition to the almost classic pop art, works by Rothko, Merz, Twombly, Beuys, Bacon and Baselitz as well as the Zurich Concrete artists are also presented.

NATIONAL MUSEUM OF SWITZERLAND

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 41

cuses on Cubism (Picasso, Braque, Léger), German Expressionism and American art since 1950. The Winterthur based Oskar Reinhart museum, since 1951 houses around 600 pictures and drawings by Swiss, German and Austrian artists. We owe this to the art patron Oskar Reinhart. The 27 paintings by Ferdinand Hodler constitute one of the focal points of the collection. The Rietberg Museum in Zurich is the only art museum for non-European cultures in Switzerland and boasts an internationally renowned collection of works from Asia, Africa, America and Oceania. With its presentation of works of art, the museum seeks to not only consciously highlight the fascinating variety of artistic forms of expression, but also to arouse an interest and understanding of foreign cultures, beliefs and religions. The architecturally spectacular “Emerald”, as the new museum is called, consists of a glass KUNSTHAUS ZÜRICH, CONTEMPORARY ART pavilion and fits perfectly into the existing ensemble of vilThe Lucerne-based Rosengart Collection is of great im- las in the beautiful Rieterpark. portance because it houses two unique groups of works by Ariana Museum located in a park on the banks of Paul Klee and Pablo Picasso. In addition, the collection ex- Lake Geneva preserves 12 centuries of ceramic histohibits works by over 20 masters of the 19th and 20th century, and seven centuries of glass production, with over ryies, including Cézanne, Monet and Matisse. 20,000 exhibits from Switzerland, Europe, the Near East The collection showcases over 300 works of art by 23 and the Far East. The museum is the seat of the International Academy of different artists of the soCeramics. called Classical ModernAriana Museum, located in a park on ist Period, including 125 Mu s e u m- l ove r s the banks of Lake Geneva, preserves works by Paul Klee and may also find the Mu12 centuries of ceramic history and 7 seum of Music Boxes about 180 works by Pablo centuries of glass production, with over and Automatons worth Picasso. The collection is housed in the erstwhile 20,000 exhibits from Switzerland, Europe, visiting. The clockmaker Antoine FavreSwiss National Bank in the Near East and the Far East Salomon, a native of Lucerne, a neo-classical Geneva, invented a musical pocket watch in 1796. Since edifice built in 1924 in the Imperial Style. The Tinguely Museum, located directly on the Rhine, then he is considered to be the inventor of the music box, was designed by Ticino architect Mario Botta and houses and Sainte-Croix became the world capital of mechanical the largest collection of works by Jean Tinguely, one of the music. Music automatons are still produced here. The CIMA Museum (Centre International de la Mécamost innovative and important Swiss artists of the 20th century. Apart from the National Museum houses that houses the largest cultural and historical collection in the country there is also the Kunstmuseum Basel which focuses on the paintings and drawings by Upper-Rhine and Flemish artists from 1400 to 1600 and international art of the 19th to 21st centuries. The museum holds the world’s largest collection of works by the Holbein family. The Renaissance collection includes works by Witz and Cranach the Elder, Grünewald. Highlights of the 19th century are represented by paintings by Böcklin, van Gogh, Gauguin and MUSEUM OF MUSIC BOXES AND AUTOMATONS Cézanne. The 20th century collection fo-

42 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

was opened in 1993 in Ouchy, a district of Lausanne, reflects the spirit of the sports games which bring nations together. An unusual new building in the most beautiful of locations on Lake Geneva is home to interactive exhibitions, documents, films and collections of precious objects dating from Greek antiquity up until modern times. The museum is the largest information center on the subject of the Olympic Games in the world. In 1839 a German pharmacist moved to Vevey in the French part of Switzerland and changed his name from Heinrich Nestle to Henri Nestlé. His comOLYMPIC MUSEUM, LAUSANNE pany, which is known the world over today, founded the Alimentarium, a nique d’Art) is dedicated solely to music boxes and mechan- museum of nutrition. ical music. The museum exhibits the history of mechanical In 1867 Henri Nestlé invented a method of producing music with objects ranging from singing birds to music milk powder, thereby laying the foundation in Vevey for boxes to the cylinder phonograph invented by Thomas Edi- one the largest food companies in the world. son. The museum is located in the erstwhile factory buildThus the Alimentarium, which was founded by Nestlé ing of the Paillard Company. Most of the exhibits stem from in 1985 in Vevey, is dedicated to various aspects of nutrition. that company. The museum houses a To experience the The CIMA Museum exhibits the history permanent exhibition on Olympics at close quarters the production, processof mechanical music with objects ing, effect and trading of and feel the Olympic spirit ranging from singing birds to music food within the framethe way the athletes felt it, boxes to the cylinder phonograph work of the four topics of to study the history of the cooking, eating, buying Games from antiquity to invented by Thomas Edison and digesting. The infortoday - thanks to the latest computer technology and audiovisual media, all of this can mation offered on various aspects of nutrition is complemented by interactive changing exhibitions, cooking stube accomplished in the Olympic Museum in Lausanne. The idea of a museum dedicated to appreciating the dios and an exhibition on the history of the Nestlé ComOlympic idea goes back to Pierre de Coubertin, who repany, with an overview of the groups of products marketed. vived the Olympic Games and founded the International Another museum dedicated to nutrition is “La MaiOlympic Committee (IOC). The Olympic Museum, which son du Gruyère”, the show dairy, which was opened in 1969. It is located in Pringy near Gruyères, at the foot of the castle hill. Here you get to know everything about the production of Le Gruyère AOP cheese, a process richly steeped in tradition that has been passed on from generation to generation. The farmers deliver their milk twice a day, and it is processed into cheese loaves by the cheese craftsmen. Naturally, one can watch them at work. The interactive exhibition of the cheese dairy conveys impressions for all the senses: listening to cow bells ringing, petting a cow, smelling the fragrance of Alpine hay and of course tastALIMENTARIUM MUSEUM, FOUNDED BY NESTLÉ ing mild, ripe or even fresh cheese. ■

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 43

CUSTOMS AND TRADITIONS

Sound of

THE ALPS

A small country with four languages and numerous dialects spoken, Switzerland is a recipe for an enormous wealth of cultural activity and living traditions. Nevertheless, some of those traditions, such as the alphorn or yodelling, were saved mainly because they became part of an attractive tourist offer

t the World Exposition in Seville in 1992 visitors were challenged by the following sentence: “La suisse n’existe pas” (Switzerland does not exist). The reason: a lack of uniformity and the abundance of different customs in a small space that defines Switzerland. Not just by the fact that there are four languages and numerous dialects – some of the differences can be explained geographically: there is a distinction between the culture in the mountains and the culture on the central plateau, while life in a mountain valley is different from that in the big city. So, although there are numerous regional traditions,

44 |

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

there are relatively few national customs. However, over time and with an increase in tourism, some local customs have achieved national fame. ALPHORN – THE SOUND OF NATURAL TONES With the passing of time, the alphorn almost totally disappeared as an instrument used by Swiss shepherds. It was only with the romanticism of the 19th century and the revival of folklore and tourism that the alphorn experienced a renaissance and even became a national symbol. The alphorn was first documented in Switzerland in the mid-16th century by natural scientist Conrad Gesner. It was used by shepherds to call their cows from the pastures and into the barn at milking time. An engraving from 1754 shows a shepherd using the alphorn to motivate the cows to cover the last steep stretch on their big climb up into the Alps. A glass painting from the Emmental Valley dating back to 1595 shows the alphorn being blown, probably to pacify the cows during milking. The blowing of the alphorn in the evening is also a traditional theme in art. This sound served as an evening prayer and was mainly practiced in the Reformed cantons,while the call to prayer was preferred in the German-speaking Catholic cantons in Central Switzerland. The main function of the alphorn was, however, for communication with the herdsmen on the neighbouring Alps and with people down in the valley below.

FROM A SHADOWY EXISTENCE TO THE NATIONAL SYMBOL After 1800, as the production of cheese shifted increasingly from the Alps to the dairies of the villages, the alphorn was used less and less. After the alphorn was hardly heard at traditional festivals anymore, Bernese official Niklaus von Mülinen began to repair alphorns in the 1820s and distribute them to talented players in Grindelwald. Although the alphorn had more or less lost its original function in the mountains, it now won the hearts of its audiences as a musical instrument – and has become a tourist attraction and a symbol of Switzerland. Despite, or indeed because of, its simple design, the alphorn is a difficult instrument to play. This is because all other wind instruments have undergone technical advancements over time (finger holes, valves), while the alphorn has retained its original form. Musicians regard instruments made of wood as being brass instruments because the tones are produced by the same blowing techniques. The distinctive sound of the alphorn, however, combines the richness of a brass wind instrument with the softness of a woodwind instrument. The Swiss Yodelling Association, to which the alphorn players belong, now has some 1,800 Alphorn blowers in Switzerland and around the world as members – and this number is growing. The alphorn makes a grand appearance at the Swiss Yodelling Festival, in parades held by the Swiss Association for Traditional Costume, as well as at the annual international alphorn festival in Nendaz. Moreover, the alphorn is also encountered in classical music, (Sinfonia pastorella for Alphorn and String Orchestra in G major, Leopold Mozart, and Parthia on peasant instruments by Georg Druschetzky), jazz and various experimental forms of modern music. Yodelling has its origins in the call from mountain to mountain, the communication from Alp to Alp. It is a form of singing that involves singing with repeated changes in pitch from the chest register to the head register without using words that mean anything. As described this way, yodelling is spread worldwide. It is especially in mountainous and inaccessible regions that natural yodelling communication forms have developed in order to communicate from one hill to the other or to bring in the cows. Although yodelling was probably used back in the Stone Age, the choral singing of yodelling songs only developed in the 19th century. YODELLING SONGS Yodelling developed into song in Switzerland and other Alpine countries in the 19th century. The yodel song, now with a two, three and four-part harmony, and usually accompanied by a “Schwyzerörgeli” (accordion), is the genre most favoured by yodellers in associations. In 1910 these merged to form the Swiss Yodelling Association. Each year members perform in front of the jurors in regional and cantonal yodelling festivals and every three years they gather for the national yodelling festival.The songs are about the mountains, nature and home, and also include issues

such as freedom and independence. Since 1971 spiritual yodelling songs have also been sung at festivals.Today there are about 2,000 compositions of Swiss yodelling songs, mainly in German, but also in French. Yodelling is now no longer really practiced in the Italian- and Romansh-speaking areas of the country and where it is predominantly German-language songs are sung. LÄNDLER MUSIC Swiss folk music is often equated with Ländler music, a key genre within instrumental folk music. Unlike in other Alpine countries, Ländler not only includes dances in three quarter time, but also marches: Scottish, mazurkas and foxtrot. Ländler music and the concept behind it gradually emerged around 1800, with the invention and establishment of the accordion, especially the Schwyzerörgeli. Up until then a colourful mix of tunes from many countries and periods had developed in Switzerland. In addition to German, Austrian and Italian melodies, opera and operetta themes were included – and sometimes even

the courtly dances introduced by the Napoleonic occupation. Mercenaries and brisk trade relations have always contributed to a lively cultural exchange, with new and strange ways being readily adapted and used in the local style before being further developed and made to be one’s own. The music was played by mixed dance bands consisting of 5 to 7 men who accompanied the dances with such instruments as the clarinet, violin, trumpet, cornet, tuba and contrabass. The concept of the Ländler band dates back to around 1880, but from 1900 it only applied in respect to the playing of the clarinet (saxophone), Schwyzerörgeli (accordion) and the plucked bass. A further standardisation took place in the 1960s – with the unifying of the instrumentation and the distinction between regional styles.Today there are seven recognised styles.The most important are the Graubünden style, Central Swiss style and Appenzell style. Since 1971 Ländler musicians, organised as the Swiss Folk Music Association, have been meeting up every four years at the Swiss Ländler Music Festival. Ländler music is harmonious and mainly simple in form, which facilitates its ad-lib nature, much like a jazz jam session. Held in restaurants, the musicians’ gatherings are known as Stubeten or Musikantenhöcks. ■

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 45

TOURISM

Switzerland, the winter

ORIGINAL

The Swiss winter holiday is celebrating its birthday: 150 years ago the first tourists discovered its spectacular winter landscapes. Since then Switzerland has been considered the birthplace of winter tourism and the original winter destination. This year tourists driven by nostalgia may try to ski as their grandmothers, or play ice curling games like their grandfathers 46 |

SWITZERLAND & SERBIA

t was an innovative St. Moritz hotelier who attracted the first winter guests to the Alps in 1864, with a simple bet that turned out to be the birth of winter tourism. And winter tourism has enjoyed continued success ever since! As the story goes, in September 1864 Johannes Badrutt promised his English summer guests visiting the Engadin Alps that they would experience glorious sunny weather if they came back in winter. And here was the bet: if they were disappointed, he would reimburse their travel costs from London. Should St. Moritz be to their liking, he would invite them to stay as his guests as long as they wished. Badrutt’s legend is alive and well in St. Moritz. To celebrate 150 years of winter tourism, the Palace Hotel carrying his name is this year offering guests ski passes for the entire St. Moritz region for stays of two or more consecutive nights and, for thrill-seekers, the All About Ski package.

| TRADITIONAL COOPERATION AND SUPPORT

Switzerland in the winter offers awe-inspiring scenery, dozens of picture-postcard villages and some of the most thrilling skiing in the world. It is one of the few countries that can guarantee tourists high-altitude, snow-sure resorts, with quaint architecture and stunning Alpine vistas, plus, most crucially, top-quality skiing for all levels. ENGADIN ST. MORITZ Among the most coveted spots is Engadin St Moritz, the largest winter sports resort in Switzerland, with 350km of pistes over nine areas and a venue that has twice hosted the Winter Olympics. It is a honeypot for those craving glitz and glamour and is known for its champagne bars and deluxe shops in town. However, above all it offers skiing on wide, immaculate slopes against a backdrop of frozen peaks and lakes. The region holds the Swiss record for sunshine, averaging 322 days a year, but the high altitude (the highest lift is at 3,303 metres above

sea-level) also means the snow stays good. The valley has 250km of the most majestic cross-country trails in the Alps. These include snow-sure routes that lead through glaciers, enchanted forests, pretty villages and, most dramatic of all, the frozen lakes of Maloja, Sils, Silvaplana and St Moritz, which are traversed by 10,000 skiers during the annual Engadin Skimarathon. ENGELBERG Another option is Engelberg (angel mountain), a name which may have its roots in the village’s working Benedictine monastery, founded in 1120, that houses the largest pipe organ in Switzerland and has a working cheese factory. However, for skiers and snowboarders it’s the resort’s epic steep slopes and unique weather that appear to be heaven sent. One of the northernmost resorts in the Alps, it’s graced by frequent and heavy snowfall, which is kept in good condition by the high altitude (the top run on the Titlis glacier starts at 3,020 metres). Freeriders love its long descents and spectacular scenery, while freestyle fans can enjoy the snow parks at Titlis and Jochpass. DAVOS KLOSTERS In the late 19th century, long before it became famous for hosting politicians at the World Economic Forum, Davos was the leading health resort in Switzerland, attracting international visitors including Sir Arthur Conan Doyle. After World War II it evolved into a winter sports tourism centre. Build at an altitude of 1,560 metres, it’s the highest city in Europe. The Davos Klosters region has 300km of varied, wellgroomed pistes spread across five areas. Davos Klosters also boasts fantastic ice-skating, curling, speed-skating and, most notably, tobogganing. The region held its first sledge race in 1883 and today visitors can enjoy long scenic runs, such as the 8.5km Madrisa, and rapid descents such as Gotschna. Many visitors choose to stay in Klosters rather than Davos for a more quintessential Alpine feel. With the development of modern winter sports, Davos was in many aspects a pioneer. And the winter sports museum provides an exciting view of a historic 150 years in the world of winter sports.

Thanks to its central position, the former post office building, today the home of the local Davos council, is the ideal place to present a collection of diverse and valuable winter sports apparel and documents from the Jürg Kaufmann family foundation in Davos. Here at the Davos winter sports museum visitors view longgone days in the history of winter sports and treasured objects such as toboggans, sleds, skis, ice skates and curling equipment, through to those of today. AROSA The thrilling atmosphere of horse racing on snow in Arosa is not only unique, but something enjoyable for guests from all over the world, besides turf fans. The annual January horse racing on snow is an equestrian event that takes place in Arosa. The competition has taken place on the frozen Obersee Lake since 1911, as part of Switzerland’s oldest turf-racing events. Each mid-January the turf season officially opens with horse racing on snow in Arosa. The competition commences with a mounted Skijoring of the sponsors, followed by flat harness racing as well as the spectacular and globally unique hurdle race on snow. A week later sees the staging of the second day of racing on Arosa’s Obersee Lake. On this day there is also a Skijoring, while representatives of sponsors and partners take to their skis behind the mounted horse. One more thing to be seen is the Eggahus in Innerarosa, the oldest house in the village. From the outside it is an architectural jewel, while inside it is a treasure trove filled with stories: the local history museum is housed in this former meeting hall. In the last 120 years Arosa, this erstwhile sleepy mountain village, has been transformed into a world-famous tourist destination. At the local history museum visitors discover what living at 1,775 metres above sea level used to feel like. The museum is housed in the oldest and – in the opinion of many locals –most beautiful house in the Schanfigg community. It is assumed that in the olden days the “Eggahus” was a meeting place. Each room is dedicated to a different theme. Farming tools tell the story of daily life in bygone times. A room full of musical instruments suggests that the locals knew how to have fun. The sports department shows how skiing has changed in the last few years.

ENGADIN ST. MORITZ

TRADITIONAL COOPERATION AND SUPPORT |

DAVOS KLOSTERS

SWITZERLAND & SERBIA

| 47

KANDERSTEG Kandersteg and the world-famous Lake Blausee, Reichenbach and the Kiental Valley, are true insider tips. The beautiful mountain villages have retained their rural character. A wide range of hotels, apartments, mountain hostels, campsites and cosy restaurants give the villages the typical charm of the Bernese Oberland. In addition to these unique mountain gems, the Kandertal Valley offers the romantic wilderness of natural paradises such as the Gastern Valley and Lake Blausee, located in the Nature Park and boasting an organic trout farm, or the deep blue Oeschinen Lake in the UNESCO World Natural Heritage Region. Moreover, Kanderstag also offers a glimpse of the Belle Epoque, an age that saw culture, science and society flourish in Europe around the year 1900. Tourism also experienced a dramatic upturn: the first inns were upgraded to become hotels, an increasing number of people discovered the pleasure of travel and many winter sports that are still popular today first established themselves. Kandersteg brings this era back to life in the last week of January, when the Belle Epoque returns to Kandersteg with a comprehensive range of sporting and social events. ALETSCH ARENA With a length of 23 kilometres, an average width of 1,800 metres, and a surface area of approximately 100 square kilometres, the Aletsch Glacier has an impressive 27 billion tons of ice. The ice mass moves from the northern flanks of the Eiger, Mönch and Jungfrau down into the Valais Valley and its meltwater flows through the wild Massa Gorge into the Rhone. As a landscape of extraordinary beauty, the Swiss Alps JungfrauAletsch Region was included on the list of UNESCO World Natural Heritage sites in 2001. The sun-drenched terraces of Fiescheralp, Bettmeralp and Riederalp are halfway between the valley and the sky. Six cable cars take guests from the Rhone Valley to the resort villages and into the hiking paradise of the Aletsch Region, at an altitude of about 2,000 metres above sea-level. From here they can travel to the most beautiful vantage points, such as the 2,927-metre Eggishorn, which offers a panoramic view of the Aletsch and Fiescher glaciers. Guests can also experience a fabulous, nostalgic evening by an open fire accompanied by tasty Raclette to savour. To-

gether with a local guide, participants take a moonlight hike up to the Bättmer-Hitta in nostalgic snowshoes. And already along the way you discover how winter sports in the Aletsch Arena once began. In an authentic, rustic hut visitors are then led into the captivating world of legends and sayings, nicely rounded up with a feast of Valais Raclette cheese and a glass of wine around a heart-warming open fire. From the end of December until mid-March, tobogganing and tasty Fondue are on the menu at the Fiescheralp each Tuesday evening. The adventure commences at 6pm with a trip up the mountain to Fiescheralp, where guests enjoy a delicious fondue upon arrival. Warmed and strengthened, you now make your way on nostalgic snowshoes down a well-prepared 13-kilometre-long sled run to Lax accompanied by a guide. Headlamps assist in finding the way and once in Lax a taxi takes guests back to Fiesch. AMDEN Situated on a sunny terrace high above the Walensee at the gateway to Heidiland – the holiday region between the Walensee and Sarganserland – is situated the resort of Amden. The small historic town of Weesen on the shores of the Walensee also belongs to the small holiday region of AmdenWeesen in the canton of St. Gallen. The two locations of Amden and Weesen complement one another with their summer and winter attractions and combine an Alpine idyll with a southern beach atmosphere. The Amden stave race, known as Fasstuge-Rennen, is an entertaining new year’s day tradition with a long history. By the descent with a so-called Fasstuge, there’s no end of imaginative clothing and amusing falls are a certainty! An overall entertaining event and real winter highlight. For this somewhat different race skis are made from of old barrel staves and ski poles are fashioned from old sticks. An amusing race with old curved staves and a new and novel challenge each year for participants - even for winter sports pros. ADELBODEN The relaxed holiday resort in the middle of the Bernese Alps, Adelboden, is characterised by its village atmosphere. In winter the idyllic chalet village and hikers’ paradise turns into a winter sports haven.

KANDERSTEG

48 |

ALETSCH ARENA

SWITZERLAND & SERBIA

| TRADITIONAL COOPERATION AND SUPPORT

ADELBODEN

With its numerous mountain transport facilities, growing number of wellness havens and family-friendly attitude, the idyllic chalet village at the foot of the Wildstrubel among the most versatile summer and winter holiday destinations in the Bernese Oberland.And Adelboden is the first destination in Switzerland to have been awarded the Alpine Wellness holiday resort certificate. Adelboden also offers a journey back in time to a world full of old traditions, like it was in 1864 – inspiring reminiscence of the beginnings of Alpine tourism. VERBIER Verbier is a village located in southwest Switzerland’s canton of Valais. It is a holiday resort and ski area in the Swiss Alps and is recognised as one of the world’s premiere “off-piste” resorts. Some areas are covered with snow year-round. Many top skiers have settled in the Verbier area in order to take advantage of the steep slopes, varied conditions and resort culture. In the heart of Verbier is the Museum Espace Alpin, home to a collection of over 3,000 captivating exhibits that take visitors on a long journey through the history of Alpine society. The museum, created and built by Pierre Dorsaz in 1994, extends over more than 1,000 square metres and boasts countless objects portraying the history and development of civilisation in the Alps over the past three centuries: from living and working through to the development of modern society, including themes such as transport and energy through to hydropower. LOWER ENGADINE Scuol, with its historical districts and Bogn Engadina health and adventure spa, is the centre of Lower Engadine. The village of Zernez, as the “Gateway to the National Park”, is the ideal starting point for voyages of discovery to Switzerland’s largest nature reserve and its plethora of Alpine flora and fauna. Samnaun is the only customs-free oasis in Switzerland. This location offers a variety of thematic trails in pristine landscape during the summer. In the winter it is popular thanks to the extensive common skiing arena with the Austrian Ischgl. One can enjoy the valley of the young Inn on foot, by bike or by raft. The hiking tour on the Engadine Mountain Trail “Via Engiadina” runs for over 60 kilometres, from Maloja to Scuol. It runs along the sunny side of the Inn Valley and is on the section in the Lower Engadine regarded as one of the most beautiful hiking experiences in Switzerland.

WENGEN

Josin Neuhäusler, an Engadine native and an inspired sgrafitto artist, shows guests the many outstanding examples of sgraffito on the houses there, explains how this typically Engadine style of house-painting is done and what it means to the region. Last, but not least,amateur artists are given a crash course in the art of sgraffito and can take their own attempts home with them as a souvenir. WENGEN The Wengen holiday resort lies on a wind-protected sun terrace at the foot of the Jungfrau, 400 metres above the Lauterbrunnen Valley at an altitude of 1,274 metres. The tradition-imbued, car-free holiday resort offers a family-friendly ski and rambling area around the Männlichen and the Kleine Scheidegg. On the occasion of Switzerland’s 150th anniversary of winter tourism, during the 2014/15 winter season, nostalgic skiing afternoons will be held weekly in Wengen. Under the guidance of a ski instructor, on Friday afternoons guests will be offered to shed their usual gear in favour of yesteryear’s clothes, shoes and skis, and try their hand at a practice slope grandmother style. UPPER TOGGENBURG Toggenburg follows the course of the River Thur in an almost 50-kilometre arc from its origins between the mighty Säntis Massif and the peaks of the Churfirsten up to the town of Wil. Many creative events and offerings attract visitors to the lush green hiking region in summer, while in winter they come to familiar winter sports areas. Upper Toggenburg is one of many destinations in Switzerland fit to play ice stock sport, also known as Bavarian curling. It is one of the oldest forms of winter sports and similar to curling. It can be played in groups of two to eight people. The ice stock sport, or its precursor, most probably came from Scandinavia during the 13th century. The first records of this type of curling game date from the 16th century, with images showing a similar pastime. It is believed that curling originated in the Alps. Ice stock sport has two teams of four players each. From the departure point and by taking turns, the teams attempt to shoot the curling stones as close as possible to the “stake” (target object). A game comprises six turns (rounds), during which four attempts are permitted. The team with the most “stock points” wins the game. ■

TRADITIONAL COOPERATION AND SUPPORT |

SWITZERLAND & SERBIA

| 49

COMPANY REGISTER ABB DOO Aleksandar Ćosić, Director Kumodraska 235, 11000 Belgrade Tel: +381 11 3094 300 Fax: +381 11 3094 343 irena.tomic@rs.abb.com aleksandar.cosic@rs.abb. com ABSOLUT TIME DOO Olivera Stojanović, Director Tadeuša Košćuška 32 11000 Belgrade Tel: +381 66 345 612 info@absolut-time.rs www.absolut-time.rs ACTAVIS DOO Pavle Marjanović, Director Đorđa Stanojevića 12 11070 Belgrade Tel: +381 11 2099 300 info@actavis.rs www.actavis.rs ADECCO OUTSOURCING DOO Kolenc Marko, Director Vladimira Popovića 40 11070 Belgrade Tel: +381 11 11 6692 392 Fax: +381 11 6695 131 info.srbija@adecco.com adecco.rs ADOC DOO Miodrag Mitić, Director Milorada Jovanovića 11 11000 Belgrade Tel:+381 11 3051 512 uprava@adoc.rs www.adoc.rs AED STUDIO DOO Dragoljub Minić, Director Visokog Stevana 21/10 11000 Belgrade Tel: +381 11 2429 488 minic_aed@ptt.rs www.aed-studio.ls.rs ALCON PHARMACEUTICALS LTD. PREDSTAVNIŠTVO BEOGRAD Isidora Medan, Zastupnik Vladimira Popovića 40 11070 Belgrade Tel : +381 11 7121 254 isidora.medan@alconlabs. com www.alcon.com www.novartis.com ALSTOM HOLDINGS PREDSTAVNISTVO U SRBIJI Miodrag Jelisavčić, Director Bul. Mihajla Pupina 6/15 11070 Belgrade Tel: +381 11 2200 580 miodrag.jelisavcic@power. alstom.com www.alstom.com ANCORA O.M.S. DOO Olgica Savić, Director Jovana Popovića 4/3 11000 Belgrade Tel: +381 11 4057 267 ancorars@ancora.rs www.ancora.rs/ ARHI.PRO DOO Aleksandar Milić, Director Cerska 29 11000 Belgrade Tel: +381 11 3089 627 Fax:+381 11 3088 609 office@arhipro.com www.arhipro.com

50 |

ARSBLUE DOO Slobodan Paunović, Director Palmira Toljatija 5/II 11070 Belgrade Tel/Fax: +381 11 2697 393 www.arsblue.rs ARTPROJEKT DOO Đorđe Nedeljković, Director Vojvode Bogdana 21 11000 Belgrade Tel: +381 11 2402 826 Fax: +381 11 2413 447 djordje.nedeljkovic@ artprojekt.biz www.artprojekt.biz ATAP GMBH PREDSTAVNIŠTVO BEOGRAD Aleksandar Simić, Director Kneginje Ljubice 11 11000 Belgrade Tel: +381 11 2652678 simic@atap.ch atap.ch ATES SOFT DOO Dejan Pavlović, Director Vazduhoplovaca 1 18000 Niš Tel: +381 18 4517 530 Fax: +381 18 4521 116 office@atessoft.rs atessoft.rs/ AUDIO BM DOO Blažo Pisaric, Director Vuka Karadžica 1 21000 Novi Sad Tel: +381 21 571 606 Fax: +381 21 571 100 office@audiobm.rs www.audiobm.rs/ AUTOKUĆA TASIĆ DOO Dragan Tasić, Director Slovenski put b.b. 35000 Jagodina Tel:+381 35 8850 480 Fax: +381 35 8850 481 info@autokucatasic.rs www.autokucatasic.rs AVITAL DOO Meir Avital, Director Rajićeva 1, 11000 Belgrade Tel: +381 11 2625 630 Fax: +381 11 2623 615 meir.avital@avital.rs www.avital.rs B.P.M. EXPORT- IMPORT DOO Petar Vujičić, President Kralja Vukašina br. 9 11000 Belgrade Tel: +381 11 3694 000 bpm@bpmwatches.co.rs www.bpmsatovi.com/ BALKAN LIFT KOMERC D.O.O. Miroslav Markuc, Director Ljube Didića 28 11000 Belgrade Tel: +381 11 6769 435 blk@sbb.rs www.balkanlift.co.rs/ BARRY CALLEBAUT SOUTH EAST EUROPE D.O.O. Stojan Kemera, Director Jurija Gagarina 32 11070 Belgrade Tel:+381 11 3532 805 stojan_kemera@barrycallebaut.com www.barry-callebaut.com BASLER NEŽIVOTNO

OSIGURANJE ADO Nikola Đukić, Executive director Milutina Milankovića 134g 11070 Belgrade Tel: +381 11 20 24 100 info.stete@uniqa.rs www.uniqa.rs/home/ Basler.php BASLER ŽIVOTNO OSIGURANJE ADO Emil Džudžević, Executive director Milutina Milankovića 134g 11070 Belgrade Tel: +381 11 20 24 100 info@uniqa.rs www.uniqa.rs/home/ Basler.php BASNA DOO- EKOLOSKA TEHNOLOGIJA Vesna Baur, Director Atenica 74/1 32000 Čačak Tel./Fax: +381 32 5435 363 info@basna.net www.basna.net BAYER DOO Miodrag Stanković, Director Omladinskih brigada 88b 11070 Belgrade Tel: +381 11 2070 200 office@bayer.rs www.bayer.rs BDK ADVOKATI Vladimir Dašić, Partner Dobračina 38 11000 Belgrade Tel: +381 11 3284 212 www.bdklegal.com BEOTIM DOO Gordana Ilić, Director Radnih akcija 55/15 , 11250 Železnik Office: Sarajevska 40/23, 11000 Beograd Tel: +381 11 3613 012 marko@beotim.net www.minibar.ch BERNINA CREATIVE CENTER OF SERBIA (VIHOR TRADE DOO) Uglješa Dragutin Jeremić, Director Vodovodska 75b 11000 Belgrade Tel: +381 11 36 20 209 vihortr@beotel.rs www.vihor-trade.com/ www.bernina.com BIM- TEX DOO Aleksandar Stojiljković, Director Đorđa Stamenkovića bb 16000 Leskovac Tel: +381 16 242 269 info@bimtex.com www.bimtex.com BMS CHEMIE DOO Branko Drljača, Director Blagoja Parovića 138 11030 Belgrade Tel: +381 11 3543 508 office@bmschemie.co.rs sloncar@bmschemie.co.rs BUZZ HAVAS WORLDWIDE BELGRADE Lazar Labus, Director Stojana Ćelića 4 11000 Belgrade Tel: +381 11 3674 147 havasww.rs/ CBS INTERNATIONAL

SWITZERLAND & SERBIA

DOO Dragan Radulović Omladinskih brigada 88b 11070 Belgrade Tel:+381 11 2258 777 office@cbre.rs marketing@cbre.rs www.cbre.rs/ CENTROTEXTIL DOO Miloš Subota, Director Knez Mihajlova 1-3 11000 Belgrade Tel: +381 11 218 36 41 office@centrotextil.co.rs www.centrotekstil.co.rs COFIS SA ((MONTEROSA DOO) Adrien Alkabes, Director Boulevard du Théâtre 12, Case postale 5325 CH – 1211 Genève 11 Tel: +41 22 327 15 20 hotels@cofis.ch www.cofis.ch COLOS BASRAK doo/”Tormax” Automatic Marijana Basrak, Director Surčinski put 9N 11070 Belgrade Tel: +381 11 2269 062 marijana.basrak@colos.rs www.tormax.com www.colos.rs/ COPECHIM TRADING AG Predstavništvo Borivoj Vukobrat, Director Dositejeva 4/IV 11000 Belgrade Tel: +381 11 2621 723 copechim@eunet.rs DANUBE FOODS GROUP Slobodan Petrović, Director Batajnički drum 10 DEO 1-B 11080 Zemun Tel: +381 11 2222 520 tatjana.dujko@danubefoods.com DEKOR ART DOO Laslo Mor, Director Narodnog fronta 73/1 21000 Novi Sad Tel: +381 21 466 361 dekorart@nscable.net www.dekorart.co.rs/ DIAHEM GRAMIM DOO Andrej Gavrilović, Director Durmitorska 4 11000 Belgrade Tel: +381 11 3672 126 infosc@diahem.com www.diamed.com DUFRY DOO Adrian Bradshaw, Area General Manager Duty Free Shops- Aerodrom ”Nikola Tesla ” 11180 Belgrade 59 Tel: +381 11 2286 442 info@rs.dufry.com www.dufry.co.rs ECOREC DOO Goran Vasić, Director 35254 Popovac Tel: +381 35 572 203 info_scg@ecorec.net www.ecorec.co.rs EGERTON DOO Predrag Popović, Director Grge Jankesa 8 11160 Belgrade Tel: +381 11 3426 776 info@egerton.rs www.egerton.rs

EKO FARM DOO Zoran Mitrović, Director Narodnog fronta 59 21000 Novi Sad Tel: +381 21 450 601 www.ekofarmns.rs EKO-SAN DOO Zoran Dunđerski, Direktor Bul. Despota Stefana 128, 11000 Belgrade Tel: +381 11 2690 695 www.ekosan.co.rs ELECTRONIC SERVICE DOO Zoran Ilić, Director Milovana Milovanovića 8 11306 Zaklopača Tel: /Fax: +381 11 8526 728 mz-intertrade@t-online.de www.jura.com ELI LILLY (SUISSE) S.A.PREDSTAVNIŠTVO Miha Kline, Director Vladimira Popovića 38-40 11070 Belgrade Tel: +381 11 7121 050 kline_miha@lilly.com EMILIO STECHER DOO Ahmedin Biberović, Director Velika Župa bb 31300 Prijepolje Tel: +381 33 743 860 info@emiliostecher.rs www.emiliostecher.rs ENERGY FINANCING TEAM DOO Ivan Jennings, Director Knez Mihajlova 30 11000 Belgrade Tel: +381 11 3011 021 info@eft-group.net www.eft-group.net EUROBANK AD Filippos Karamanolis, Chairman of the Executive Board Vuka Karadžica 10 11000 Belgrade Tel: 0800 1111 44 office@eurobank.rs www.eurobank.rs EUROCEM DOO Milovan Klačar, Director Milentija Popovića 5/S 2 11070 Belgrade Tel:+381 11 6149 204 office@eurocem.rs www.eurocem.rs FELA PLANUNGS AG- OFFICE IN BELGRADE Hans Uhlmann, Director Danila Lekica Spanca 21 11000 Belgrade Tel : +381 11 318 45 28 Swiss tel: +41 56 416 0000 hu@fela.ch; www.fela.ch FISCHER DOO Milun Radović, Director Savski Trg 2 11000 Belgrade Tel: + 381 11 3616 882 fischer.doo@bluewin.ch fischer.doo@eunet.rs FLY FLY ACADEMY DOO Igor Jović, Director Bul. Mihaila Pupina 10v /110, 11070 Belgrade Tel: +381 11 3132 839 office@flyflyacademy.com www.flyflyacademy.com FLY FLY GROUP DOO Luka Dragašević, Director Knez Mihailova 30/II

| TRADITIONAL COOPERATION AND SUPPORT

11000 Belgrade Tel: +381 11 2185 616 office@flyflytravel.com www.flyflytravel.com FRIGO GRAND DOO Ilija Rakić, Director Lomina 15 14246 Belanovica Tel:+381 14 89 386 office@frigogrand.rs www.frigogrand.rs FROMM PAKOVANJE DOO Reinhard Fromm, Director Kumodraška 248 11010 Belgrade Tel: +381 11 3989 612 office@fromm.rs www.fromm.rs GA DOO Ivan Alikalfić, Director Ljubomira Stojanovica 21 11108 Belgrade Tel :+381 11208 40 40 office@gadoo.rs www.sia.ch/ GALEN -FOKUS DOO Zdenko Tojčić, Director Hadži Milentijeva 34 11000 Belgrade Tel:+381 11 3086988 office@galen-fokus.co.rs www.galen-fokus.co.rs GBD DOO Miodrag Gavrilović, Director Đusina 9, 11000 Belgrade Tel: +381 11 3295965 office@gbd.rs/gbd.rs GEBERIT PRODAJNO PODJETJE PREDSTAVNIŠTVO DOO Miran Medved, Director Vojvode Skopljanca 24 11000 Belgrade Tel:+381 11 3096430 info.beograd@geberit.com www.geberit.rs GLENCORE SRB DOO Csaba Juhász, Director Narodnog Fronta 55a 21000 Novi Sad Tel: +381 21 310 10 30 csaba.juhasz@glencore. com www.glencore.com HOLCIM (SRBIJA) D.O.O. - FABRIKA CEMENTA Claudiu Soare, CEO Popovac bb 35254 Popovac Tel: +381 35 572 200 srb@holcim.com www.holcim.rs IBR INTERNATIONAL BUSINESS RELATIONS HOLDING AG Zoran Marinkovic, Managing Director Haldenstrasse 57 CH- 6006 Luzern Tel: +41 41 440 40 34 i.b.r@hispeed.ch IGEAL DOO Gordana Janković, Director Pere Velimirovića 41 11000 Belgrade Tel:+381 11 3514 072 office@igeal.rs www.igeal.rs IMC GMBHDR. Rade Hajdin Signaustrasse 14 CH-8008 Zürich

Tel: +41 43 497 95 20 rade.hajdin@imc-ch.com www.imc-ch.com INTER BEOFARM DOO Svetlana Mitrović, Director Žarka Vukovića-Pucara 45 11000 Belgrade Tel : +381 11 3055 149 svetlana@inter-beofarm.rs INTERMERKUR DOO Vuk Vujanić, Director Zvečanska 38 11000 Belgrade Tel: +381 11 3692 792 info@intermerkur.com www.intermerkur.com INTERMERKUR MACHINERY & SERVICES DOO Vladimir Ivanović, Director Zvečanska 38 11000 Belgrade Tel: +381 11 3692 792 info@intermerkur.com www.intermerkur.com INTERTRAVEL DOOMEMBER OF PUTNIK GROUP SWITZERLAND Slobodan Ilić, Director Topličin venac 19-21 11000 Belgrade Tel: +381 11 31089 99 info@intertravel.rs intertravel.rs INTPRO DOO Vladimir Lazarevicć, Director Vojvode Stepe 12011000 Belgrade Tel: +381 11 3096 070 office@intpro.co.rs KOELEMAN FOODS PRODUCTS DOO Placide Machoud, Director Stevana Sindjelica 66, Veliko Polje 35210 Svilajnac Tel: +381 35 851 411 LIGHT STUDIO DOO Aleksandar Milić, Director Marka Oreskovića 62 11000 Belgrade Tel:+381 11 2455 522 office@lightstudiobg.com www.lightstudiobg.com www.regent.ch LUKAFOOD DOO Momčilo Živojinović, Director Moše Pijade 58 11430 Umčari Tel: +381 11 6555 573 office@lukafood.rs LUKOWA AG Aleksandar Savanović, Director Sempacherstrasse 5 CH-6003 Luzern Tel:+41 41 2270 421 a.savanovic@lukowa.ch www.lukowa.ch MAESTRO JEWELERS (ISRAEL DIAMOND CENTER) Anat Pisot, Director Nušićeva 12a 11000 Belgrade Tel: +381 11 3344 459 shop@maestro.rs www.maestro.rs MALIK MANAGEMENT ZENTRUM ST. GALLEN AG David Solomon Sägereistrasse 20 CH-8152 Glattbrugg-

Zürich Tel: +41 44 808 99 20 david.solomon@mzsg.ch www.malik-management. com MASTER TIME DOO Dalibor Lazovic, Executive Manager Obilićev Venac 22 11000 Belgrade Tel: +381 11 26375 44 dalibor.lazovic@mastertime.rs www.mastertime.rs/ MBT PETIMPORT DOO Milorad Jevtić, Owner Francuska 16 11000 Belgrade Tel: +381 11 3224 286 mbbarter@sezampro.rs www.mbbarter.ch MEDITERANSKA BRODSKA KOMPANIJA MSC DOO Zorica Katanić Rošsaj, Director Makenzijeva 24 11000 Belgrade Tel: +381 11 2442 369 zkatanic@mscserbia.rs www.mscserbia.com/ MEGALIS-TRADE DOO Gordana Kuhne Jovković Radnička 35 11000 Belgrade Tel: +381 11 2653 883 gordana@kuehnefruit.ch www.kuehnefruit.ch MEIER MECHANIC DOO Goran Karapetrovic, Director Industrijska 7 34203 Kragujevac Tel: +381 34 355 571 info@meier-mechanic.ch www.meier-mechanic.ls.rs MERIS DOOZORAN Dželatović, Director Narodnih heroja 42/1/ II11070 Belgrade Tel: + 381 11 3148800 meris@meris.rs www.meris.rs METINVEST SMC DOO Bogdan Sagan, Director Vladimira Popovića 6, lokal B 06, Genex apartmani, 11070 Belgrade Tel:+381 11 4067 196 office@metinvestsmc.rs www.metinvestsmc.rs/ MIKROTEC OPTIKA DOO Igor Kutić, Director Vojina Paleksića 46 21241 Kać Tel: +381 21 6212 491 igor.kutic@mikrop.ch www.mikrop.ch MITECO-KNEŽEVAC DOO Miodrag Mitrović, Owner Oslobođenja 39, Rakovica 11090 Belgrade Tel: +381 11 3564 200 info@miteco.rs www.miteco.rs MK GROUP DOO Miodrag Kostić, President Bul. Mihajla Pupina 115e, 11070 Belgrade Tel:+381 11 3539 555 pr@mkgroup.co.rs www.mkgroup.rs MONTEROSA DOO Ljube Didića 19/4, 11000

Beograd Hotel HOLIDAY INN EXPRESS -Ruzveltova 23 Tel/Fax : +381 11 2281 303 hotels@cofis.ch www.cofis.ch MP INTERNATIONAL DOO Milorad Vranić, Direktor Smederevska 8 11000 Belgrade Tel:+381 11 3291 757 office@mpinerinternational.rs www.mpinternational.rs MRG DOO Milun Grbović, Director Ustanička 25/3 11000 Belgrade Tel:+381 11 2433 799 office@mrg.rs MUTARA TREUHAND AG Séverin Knüsel, Director Dorfstrasse 38, Lindenhof, CH 6340 Baar Tel: +41 41 790 77 77 kontakt@mutara.ch mutara.ch/ NEOFYTON DOO Zoran Tadić, Director Danila Kiša 7a 21000 Novi Sad Tel: +381 21 4723 248 info@neofyton.com www.neofyton.com NESTLE ADRIATIC S DOO Ansgar Bornemann, Director Železnička 131, 11271 Surčin Tel: 0800 000 100 info@cs.nestle.com www.nestle.rs NETSET GLOBAL SOLUTIONS DOO Zoran Savić, Director Osogovska 10 11030 Belgrade Tel: +381 11 3058 612 zoran.savic@netsetglobal.rs office@netset.rs www.netset.rs NEVOKAL DOO Đorđe Ilić, Director Draže Pavlovica 31 11000 Belgrade Tel:+381 11 2766170 nevokal@eunet.rs www.nevokal.com NITEA DOO Vesna Jecmenica, CEO Đorđa Stanojevića 12 11000 Belgrade Tel: +381 11 2287 389 office@nitea.rs www.vitra.com NLB INTERFINANZ DOO Mark Schneider, Director Bul. Mihajla Pupina 165v, 11070 Belgrade Tel: +381 11 2225 350 schneider@nlbi.ch www.nlbinterfinanz.ch NOVARTIS PHARMA SERVICES INC PREDSTAVNIŠTVO Gabriel Dina, Zastupnik Omladinskih brigada 90a 11070 Belgrade Tel: +381 11 2014 000 gabriel.dina@novartis.com www.novartis.com OČNI CENTAR VIDAR ORASIS SWISS Prof.Dr.med. Bojan Pajić Bul. Cara Lazara 79b ,MC Bolnica, sprat I 21000 Novi Sad

Tel: +381 21 522 386 www.vidar.rs www.orasis.ch OFFICECOM DOO Kai Aufenberg, Owner Branko MilivojeviC, Director TronoŠka 18 11185 Zemun Polje Tel: +381 11 3774 535 prodaja@officecom.rs www.officecom.rs OMYA VENČAC RUDNICI I INDUSTRIJA MERMERA I GRANITA DOO Mihajlo Hadžistević, Director Venčački put bb 34300 Aranđelovac Tel : +381 34 6170 340 mihajlo.hadzistevic@ omya.com www.omya.com www.vencac.rs ORAH PROJECTS DOO Konstantin Savičević, Director Bul. Kneza Aleksandra Karađorđevića 38 11000 Belgrade Tel: +381 11 3675 875 kvs@orah.com www.orah.com PERSPECTIVES SOFTWARE SOLUTIONS DOO Dražen Tomić, General Manager Hilandarska 22/8 11000 Belgrade Tel/Fax : +381 11 3246 984 Swiss tel: +41 44 501 5020 tomic@perspectives.ch www.perspectives.ch PETITE GENEVEPETROVIĆ DOO Sava Petrović, Owner Uskočka 7, 11000 Belgrade Tel: +381 11 3285 667 pgp@pgp.rs www.petitegeneve.com PETROBART DOO Rade Kostić, Direktor Maglajska 1 11000 Belgrade Tel: +381 11 2667 921 petrobart@avia.rs PFIFFNER INSTRUMENT TRANSFORMERS- EUROTERM DOO Miomira Ljubenović, Owner 22. Oktobra 24 11080 Zemun Tel: +381 11 6609 659 eurote@eunet.rs www.eurote-rm.co.rs www.pmw.ch PHARMASWISS DOO Dejan Antonić , Director Batajnički drum 5 A 11080 Zemun Tel: +381 11 3093 900 serbia.info@pharmaswiss. com www.valeant.eu/en PIGMENTUM DOO Jelena Protić, Direktor Cara Nikolaja II 49 11000 Belgrade Tel: + 381 11 3442810 jelena.protic@pigmentum. co.rs POLIETILENSKI SISTEMI DOO Slavko Likić, Direktor Bul. Oslobođenja 40/11/55, 21000 Novi Sad Tel/faks: +381 21 500 576

office@pe-sistemi.co.rs www.pe-sistemi.co.rs POPOV CLOCKS & WATCHES Milena i Aleksandar Popov, Owner Železnička 41, 21000 Novi Sad Tel: +381 21 451464 milenapop@live.com popov.asp@gmail.com www.agustereymond.ch POPOVIĆ COMPANY D.O.O. Aleksandar Zarin, Director Cara Lazara bb 21234 Bački Jarak Tel: +381 21 848307 azarin@popoviccompany. co.rs PREDSTAVNIŠTVO 3M (EAST) AG Milan Protić, Zastupnik Milutina Milankovića 23 11070 Belgrade Tel :+381 11 2209 400 innovation.rs@3m.com solutions.3m.com PREDSTAVNIŠTVO BUHLER AG NOVI SAD Ljubomir Pašajlić, Zastupnik Narodnog fronta 73/2 21000 Novi Sad Tel: +381 21 466 777 www.buhlergroup.com PREDSTAVNIŠTVO POLYLINK S.A. BEOGRAD Alexander Barisnikov, Zastupnik 27. marta 24, 11000 Belgrade Tel: +381 11 323 47 65 office@polylinksa.com www.polylinksa.com PREDSTAVNIŠTVO SWISS INTERNATIONAL AIR LINES LTD. Bernhard Wodl, Director Terazije 3/III 11000 Belgrade Tel: +381 11 3030 140 www.swiss.com PRETEK DOO Gordana Brossard, Director Rige Od Fere 7/III/11 11000 Belgrade Tel: +381 11 394 00 71 pfl@pfl.ch www.precel.ch RADEX DOO Vladimir Matković, Director Ratina 20a, 36212 Kraljevo Tel: +381 36 862099 info@radex.cc www.radex.cc RINGIER AXEL SPRINGER DOO Jelena Drakulić-Petrović, Director Žorža Klemansoa 191 1000 Belgrade Tel: +381 11 333 4 701 office@ringier.rs www.ringieraxelspringer.rs www.ringier.ch ROCHE DOO Ana Govedarica, Director Milutina Milankovica 11a 11070 Belgrade Tel: +381 11 2022860 Fax:+381 11 2607270 serbia.office@roche.com www.rochesrbija.rs SANDOZ PHARMASEUTICALS REPRESENTATIVE OFFICE BELGRADE Ljubisa Kukurić, Country

Head Kneginje Zorke 2 11000 Belgrade Tel: +381 11 3447 154 info@sandoz.rs www.sandoz.rs www.novartis.com SATRADE DOO Dejan Mladenović, Director Dečanska 12/V 11000 Belgrade Tel: +381 11 3344 743 office@satrade.rs www.satrade.rs www.diwisa.ch SAUTER BUILDING CONTROL SERBIA DOO Mladen Vukanac, Manager Alekse Nenadovića 15/II 11000 Belgrade Tel: +381 11 3835 571 info@sauter.rs www.sauter.co.rs SCHILLER DOO Milan Krković, Director Sićevačka 1 11010 Belgrade Tel: +381 11 3979 508 info@schiller.rs www.schiller.rs SCHINDLER DOO Aleš Gruden, Managing Director Bul. Zorana Đinđića 64a 11070 Belgrade Tel: +381 11 2608 881 info@rs.schindler.com www.schindler.rs SCHONI LOGISTICS DOO Radisav Pusulić, Director Velika Župa bb 31300 Prijepolje Tel: +381 33 743 111 office@schoeni.rs www.schoeni.rs SECURITON DOO Rade Mandić, Director Danila Lekića Španca 31 11070 Belgrade Tel:+381 11 3185018 office@securiton.rs www.securiton.ch SGS BEOGRAD DOO Marinko Ukropina, Director Jurija Gagarina 7 b 11070 Belgrade Tel: + 381 11 7155275 sgs.Beograd@sgs.com www.sgs.com SICPA HOLDING SA Av de Florissant 41, 1008 Prilly 1000 Lausanne 16 Switzerland Tel: +41 21 627 55 55 www.sicpa.com/ SIKA DOO Dragan Maksimović, Director Patrijarha Pavla br. 1 22310 Šimanovci Tel: +381 22 215 5 777 office@rs.sika.com srb.sika.com SIMIN DOO Branko Simin, Director Arčibalda Rajsa 14 21000 Novi Sad Tel: +381 21 469711 siminexp@eunet.rs SINGLETON SOLUTIONS GMBH PREDSTAVNIŠTVO KRAGUJEVAC Slavica Stojanović, Zastupnik Trg Topolivaca 4 / 104-105 34000 Kragujevac Tel: +381 34 502 531

slavica@singleton-solutions.com www.singleton-solution. com SK-PRED DOO Srđan Kuzmanović, General Manager Svetogorska 2/1 11000 Belgrade Tel:+381 11 3243 077 office@sk-pred.com SKY EXPRESS DOO Majo Mićović, Director Rudnička 9, 11000 Belgrade Tel: +381 11 2421 580 office@sky-express.rs www.sky-express.rs SMTR METALIKA DEJAN IVKOVIĆ PR Dejan Ivković, Director Milosava Vlajića 116e 11450 Spot Tel: + 381 11 8251400 office@metalika.rs www.metalika.rs SOLIDAR SUISSE SRBIJA Olivera Stepanović Kosovska 41/I/2 11000 Belgrade Tel: +381 11 32218 74 o.stepanovic@solidarsuisse-serbia www.solidarsuisseserbia.org SOUTH STREAM DOO Aleksandr Syromyatin, Executive Director Narodnog fronta 12 21000 Novi Sad Tel: +381 21 2101 321 office@southstreamserbia.com serbia.south-stream.info STANDARD FURNITURE SERBIA DOO Siniša Trkulja, Director Borivoja Velimanovića 66 35 230 Ćuprija Tel/fax: +381 35 88 70 710 office@standard-serbia.com www.standard-serbia.com STAR IMPORT DOO Rolf-Jűrgen Seyerle Omladinskih brigada 33 11070 Belgrade Tel: +381 11 30 19 000 mirela.micic@starimport.rs www.mercedes-benz.rs/ STEP-COMMERCE DOO Vera Stepanov, Director Temerinska 22 21000 Novi Sad Tel: +381 21 451266 verastep@open.telekom.rs SUN TRADE DOO Radoje Pavlović, Director Miljakovačke staze 53i

11000 Belgrade Tel : +381 11 7589038 SWIETELSKY RAIL SRB DOO Philipp Sorgo, Director Milutina Milankovića 136A 11070 Belgrade Tel: +381 11 3012 460 office@swietelsky.rs www.swietelsky.com SWISS CONCEPT SCIENCES DOO Mirjana Vojvodić, Director Kralja Milutina 32/VII 11000 Belgrade Tel: +381 11 3610 945 swiss@sbb.rs SYNGENTA AGRO SERVICES AG PREDSTAVNIŠTVO Bogdan Bubnjević, Zastupnik Milentija Popovica 5a 11070 Belgrade Tel : +381 11 3129 981 corporate.serbia@ syngenta.com www3.syngenta.com TEHNOPLAST DOO Dragan Boćanin, Director Zdravka Jekića 119 22305 Stari Banovci Tel: +381 22 351 223 office@tehno-plast.com www.tehno-plast.com/ TEHNOTERM DOO Aleksandar Kitanović , Director Braće Dirak 39 35000 Jagodina Tel: +381 35 242 587 office@tehnoterm.net kitanovic@ptt.rs www.tehnoterm.net/ TEK ENERGY DOO Jovan Lazarević, Director Obilićev Venac 18-20/III 11000 Belgrade Tel: +381 11 3281 004 tekenergy@hotmail.rs tekenergy.co.rs/ TEKNOXGROUP SRBIJA DOO Bogdan Pavlović, Director Auto put za Niš 17 11224 Vrčin Tel: +381 11 3605 250 contact-sr@teknoxgroup. com www.teknoxgroup.com TELEDOT DOO Daniel Milutinović, General Director Kneza Višeslava 70a 11000 Belgrade Tel: +381 11 2545 352 office@teledot.net www.teledot.net

TRADITIONAL COOPERATION AND SUPPORT |

TELSONIC DOO Darko Jovanović, Director Atar 95, 21241 Kać Tel: +381 21 6210 010 info.rs@telsonic.com www.telsonic.com TETRA PAK PRODUCTION DOO Dan Ola Elmqvist, Director Milutina Milankovica 11b 11070 Belgrade Tel: +381 11 2017 333 www.tetrapak.com TEXIMP DOO Aleksandar Pandurović, Director Surčinski put 1B 11070 Belgrade Tel:+381 11 7129 428 serbia@teximp.com www.teximp.com TOBLER-SKELE DOO Ćabil Jahiu, Director Selo Rajince 17523 Preševo Tel : + 381 17 664 459 info@tobler-skele.com tobler@tobler-skele.com www.tobler-skele.com TOMAS DOO Tomislav Stanković, Director Dobanovački put 8 11080 Zemun Tel: +381 11 3169 477 tomastan@nadlanu.com tomas@ribe.de www.rdm.com TREWA METAL DOO Bruno Schneider, Director Braće Nešić 68 35230 Ćuprija Tel: +381 63 8056960 Swiss tel: +41 71 440 4005 info@trewa.com www.trewa.com TRS EUROPE DOO Snežana Vuković, Director Rade Končara 1 21131 Petrovaradin Tel: +381 21 439 900 snezana.vukovic@trs.rs www.trs.rs TSG- TOMIĆ SINDJELIĆ GROZA, ADVOKATSKA KANCELARIJA Ljubica Tomić, Managing Partner Carice Milice 3, Belgrade Tel: +381 11 3285 227 office@tsg.rs www.tomic-stevic.co.rs UASYSTEMS LTD Milivoj Reljin Krunska 78 11000 Belgrade Tel: +381 11 3086 470 uasystems@sbb.co.rs

SWITZERLAND & SERBIA

www.uasystems.com UNICA INVEST DOO Markus Viktor Elsinger, Director Džordža Vasingtona 52/5, 11000 Belgrade Tel: +381 11 3224 797 info@unicainvest.com UNIVERSITY OF NEW YORK DOO Milena Badževic Andre Nikolica 29 11000 Belgrade Tel: +381 11 3691 076 m.badzevic@unyb.edu.rs www.unyb.edu.rs VEKOM GEO DOO Veljko Fuštić, Director Trebinjska 24 Tel: +381 11 2850 655 office@vekom.com www.vekom.com VIPOL DOO Dragan Prodanović, Owner Apatinska 4 21000 Novi Sad Tel:+381 21 419 888 dragan@vipol.rs www.vipol.co.rs www.stobag.ch VISUAL IMPACT D.O.O Srđan Ršumović, Director Oblakovska 28 11000 Belgrade Tel: +381 11 3690 043 info@visuals.rs www.visuals.rs VUCOMM DOO Nikola Vučković, Director Bul. Zorana Đinđica 67 11070 Belgrade Tel: +381 11 3017 800 nikola@vucomm.rs www.vucomm.rs YOUNGCULTURE DOO Marco Zoppi, CEO Bul. Zorana Đinđića 64a 11070 Belgrade Tel: +381 11 4049 950 m.zoppi@youngculture. com www.youngculture.com ZANATSKA METALOPRERAĐIVAČKA RADNJA PAPIĆ Branislav Papić, Director Mirijevski Bul. 9 11060 Belgrade Tel: +381 11 3248 011 papic@eunet.rs ZEPTER INTERNATIONAL Đorđe Rašić, Director Bul. Mihajla Pupina 117 11070 Belgrade Tel: +381 11 3113 233 generalmanager@ zepter.rs www.zepter.rs

| 51