Fifty years of excellence in international business law.
Business law specialists from civil law and common law jurisdictions.
Counsel and arbitrators in international arbitration.
Advice in relation to complex disputes, projects and transactions.
LALI V E I N QATAR LLP QFC Tower, P.O. Box 23495, DOHA - QATAR Tel. + 974 4496 7247 Fax + 974 4496 7244 www.laliveinqatar.com LALI V E 35 Rue de la Mairie, P.O. Box 6569, 1211 GENEVA 6 - SWITZERLAND Tel. + 4122 319 8700 Fax + 4122 319 8760 www.lalive.ch LALI V E Lรถwenstrasse 2, 8001 Zร RICH - SWITZERLAND Tel. + 4144 319 8000 Fax + 4144 319 8019 www.lalive.ch
H.E. Michel Gottret, Ambassador Dear Readers, It is my pleasure to have the opportunity to address you in the context of this special issue on Switzerland, brought to you by ALC Int.’l Group which has put in praiseworthy efforts to make it happen. This 2nd edition of a special Switzerland issue (1st in 2008), is intended to show new facets of Switzerland, and it can serve also as an indicative guide for people interested in visiting Switzerland for various reasons. It is no secret that Switzerland is a world-renowned tourist destination - but apart from the breath-taking natural beauty of the country’s landscape and from the excellent services, this edition is trying to shed light on a new aspect of Switzerland as a place for healing and treatment and where wellbeing is considered a fine art. Switzerland prides itself on a time-honoured tradition of top quality health and medical services, dating back to the beginning of the 20th century. Then, ill people, mostly from Europe, were sent to Swiss Sanatoriums in the mountains in order to breathe the fresh and clean air of the surrounding hills. Recently, and in the wake of the globalization, Swiss hospitals and clinics have invested heavily in developing state-of-the-art health facilities. Switzerland Tourism Association and OSEC (Business Network Switzerland) have recently launched together a Swiss Health cluster, which is an umbrella organization bringing together numerous clinics, hospitals and medical centres. The organization was created in order to combine a medical stay with tourism in Switzerland. Thanks to Switzerland’s excellent infrastructure, there is no picturesque town, remote resort or natural treasure which cannot be reached, be it by train, bus, car, boat, or cable-car. I sincerely hope the publication in your hands would give you yet a fresh reason to visit Switzerland. Once medical treatment is the reason, you can rest assured you will be in very good hands as Swiss traditional reputation for quality products extends quite naturally to services provided and, evidently, to the most important and most necessary one, the health sector. Consequently, do not compromise on your wellbeing : go the Swiss way !
Ambassador Switzerland 2010
5
Wellness Tourism in Switzerland
Wellness Tourism in Switzerland
F
From mainstream tourism strategies to quirky local solutions, wellness tourism is driving destination development and hotel investments. Wellness is both a simple and a complex concept. At its simplest it is about destinations ensuring that it can provide its guests with an integrated, smooth experience of indoor and outdoor exercise, culture, good food, relaxation and traditional spa treatments. At its most complex, it is about ensuring an integrated range of experiences that deliver recuperation, relaxation and regeneration for its guests. Wellness is a gateway to emotional, spiritual and psychological well-being. A way of life orientated towards optimal health and well-being in which the body, mind and spirit are integrated by the individual to live more fully within the human and natural community.” This holistic approach to wellness tourism is now creating major opportunities for destinations, resorts, spas, hotels and other smaller businesses throughout the tourism industry. New market trends continue to highlight the importance of the authentic, the local and the real in creating a wellness experience. Consumers are actively seeking out and purchasing holiday packages that deliver this combination of experiences that consist of a full range of emotional and physical factors - from locally sourced food to unique spa treatments using locally available raw materials. There is now a place in the global cauldron of product development for the extremely local solutions. This is especially the case in terms of wellness tourism and destination development. This trend is having a profound impact upon successful destination development, especially destination branding and market positioning. Over the past decade a number of leading tourism countries have strategically realigned their brand and position with wellness tourism. This includes Switzerland, Austria, Ireland, Slovenia and Finland in Europe. At the heart of this revival has been the emphasis placed upon wellness and well-being tourism. Today, Switzerland is an example of the best practice in its overall strategic approach to tourism development through its creativity and innovation in delivering high quality spa and wellness products. Wellness is regarded as part of the core appeal of
10
Switzerland 2010
Switzerland for both leisure and business t o u r i s m . “Nature, authenticity, health and high standards are the central positioning elements of Switzerland,” said Jürg Schmid, CEO of Switzerland Tourism. “Consequently, wellness is entirely integrated into our overall brand and positioning. Our premiere, world famous wellness hotels such as the Ragaz Resort, Tschuggen Arosa, Victoria Jungfrau and the Dolder Grand amongst others help to reinforce Switzerland as a top wellness destination.” The emphasis is very much upon combining sophisticated delivery and design with getting back to basics, local materials, local herbs and local food. The philosophy is nature at its heart and the emphasis upon Swiss culture.
Wellness Standards
The wellness initiative is underpinned by a strategic partnership between Switzerland Tourism and the Swiss Hotel Association. The Swiss Hotel Association has developed detailed specifications for the wellness sector, introducing two quality grades. This has the advantage of: • Greater clarification of products on offer for the consumer allowing easier selection and choice. • Greater differentiation between products and providers. All participating wellness hotels must achieve a minimum 3-star standard and all must qualify for W1: Wellness Hotel status. The two categories of wellness are: W1: Wellness Hotels. These hotels must offer a good range of wellness facilities including swimming pool, saunas, treatment rooms and a free programme of activities indoors and outdoors. W2: Top Wellness Hotels. These 4 to 5-star hotels fulfil additional requirements in terms of infrastructure and the variety of services provided. Wellness in these hotels celebrates style. In 2008, there were 80 wellness hotels recognized in Switzerland under these standards of wellness with 58 participating in the marketing campaign, of which 60 percent are in the top range.
Back to Basic Trends
Embracing these back to basic trends has resulted in the renaissance of many of Europe’s traditional spa resorts and destinations. The most important factor linking all of these initiatives to capture the demand for well-being tourism is the availability of naturally occurring resources that have a proven benefit for improving a person’s health, Switzerland 2010
11
either in terms of helping improve or cure particular ailments or in generally making someone feel good.
These natural resources can include: Geo-thermal waters Waters rich in minerals, including sea water Minerals, especially salt Special muds High quality air Seaweed Dry warm climate
Increasingly, tourists wish to convert their everyday lifestyle activities into their holiday experience. As a result, they are seeking destinations that provide them with a palette of opportunities to pursue their leisure activities, while at the same time having access to spas, natural treatments, relaxation and quality accommodation with good locally-produced food and drink. The motivation has increased to find destinations that can deliver a high quality holistic experience based on well-being. Nine key factors can be identified that are dramatically stimulating fresh demand for a new approach to well-being tourism in Europe. Changing attitudes to health care and the growing recognition of the importance of prevention rather than cure associated with a general search for all round well-being benefits of a holiday, as well as in consumers’ everyday lifestyles.
The Motivations for a Health Break:
Physical Diet Exercise Rest Sleep Pampering Stress Management
Psychological Energy Optimism Self Esteem Confidence Well-being Happiness Long Life Cerebral Self Development
Source: ETC January 2002 Health Benefits Fact File and SVP 2009
• The growing interest in alternative and complementary medicine and treatments with the commensurate reduced reliance on Western medicine and drugs. This is in part fuelled by experiences gained while travelling in the Far East and Asia. Over 50 percent of the adult UK population have tried at least one alternative therapy. • Ageless populations seeding ways to live healthier and longer. • Generic changes in structural demand for holiday trips with the growth of the short break, the
12
Switzerland 2010
rejection of the traditional sun-sand-sea equation of the late 20th Century and the underlying search for new soft experiences. • The need to find an antidote to busy stressful lifestyles. A recent survey by GPs in the UK revealed that 68 percent of adults recognize that a holiday could improve stress-related illnesses and diseases of modern life, such as obesity. • Despite the increasing reluctance of many governments to support a visit to a spa as part of health promotion, ironically, many medical insurance companies are advocating and giving incentives to spas as part of a healthy lifestyle through reduced premiums. • The search to find a balance in life through mind, body, soul as an antidote to technological dependency and artificial living through a desire to find natural goods and local products. • The impact of low cost airlines that are now creating easy access to airports that is close to traditional spa resorts. • The importance of private sector investment in traditional spas stimulating fresh ideas and being more market focused. In short, wellness tourism is about getting back to basics and connecting visitors to nature, natural resources and local culture and local products.
Wellness Tourism:Back to Basics
Yvonne Crook & DR Terry Stevens
Medical Tourism What does it mean?
M
edical tourism is the process where healthcare services are sought and delivered outside of the home country of the customers. It is the act of traveling to another country in order to obtain any medical, dental or surgical care. Medical tourism is also known as medical travel, health tourism, health travel, healthcare abroad etc. The modern concept of medical tourism—traveling to foreign countries specifically for medical care— has only emerged recently, say in the past 10 to 15 years. Nowadays, with advances in long distance communication, more people are traveling around the world than they were fifteen years ago. Besides being one of the most popular tourist destinations in the world, Switzerland is also a popular destination for health tourism. Switzerland can boast of high quality medical care. Armed with modern technological instruments and Switzerland 2010
13
outstanding facilities in the hospitals and clinics, these are the reasons behind a growing number of clientele flocking to the country, in the hope of cure, recovery and with sightseeing thrown in as a bonus. Hospitals that participate in health tourism usually reserve the highest quality of care and best physicians for international patients. Clients also tend to experience more hospitality—friendliness, compassion and caring—overseas than in their own countries.
Medical tourism in Switzerland – what does it offer?
Aesthetic treatments combined with health procedures and soothing programs are becoming more and more sought after. State - of - the - art equipment guarantees safe treatments with visible results, but it is the empathetic approach to treatment
14
Switzerland 2010
that completes the client’s experience. Combining aesthetic treatment with wellness and care allows clients to feel at home creating a more ideal environment and satisfied experience. A relaxed client leads to a better end result in aesthetic treatments. Prior to treatment time, it is vital to discuss the wishes of the client to ensure satisfaction and turn their requests into a reality. Psychological work makes up a considerable amount of an aesthetic beauty centre. Focusing on several key elements is what will make the difference in a client’s experience. Essentials such as appointment time, recovery time, treatments suiting patients’ specific needs and atmosphere all contribute to making the client feel as though they are being pampered to their every need while remaining in a relaxed state. High-class laser equipment with broadband light
technology allow for exceptional procedures. Skin Tightening, Micro laser peelings, Deep Skin Rejuvenation and an innovative body reshaping treatment are among the most popular demands by the client. The treatments have short or no downtime and quick visible results, which make them very desirable procedures.
Famous Spas and Clinics in Switzerland Clinic Biotonus
Biotonus Spa Clinic is one of the most famous spas and clinics in Switzerland. Located in Montreux by the shore of Lake Geneva, this famous Swiss spa offers a wide range of medical treatments, as well as treatment for stress and depression. The clinic also offers its clients a special package called Swiss Riviera Relaxation Package.
Clinic La Prairie
travellers since the 1930s and since then has created a name of its own. Also located in the beautiful city of Montreux, this clinic is a pioneer of the famous Swiss anti-ageing revitalization injection therapy. This therapy reinforces the immunity system and enhances mental and physical state. As a result, one can feel much younger on undergoing this therapy. The CLP Swiss Clinic offers 5-star hospitality and infrastructure.
La Clinic Plastic Surgery
La Clinic Plastic Surgery is the place where you can get a unique artwork of cosmetic and plastic surgery. Located in Montreux, 40 minutes journey by train from Geneva City, La Clinic Plastic Surgery is not only among the famous spas and clinics in Switzerland, but its popularity has spread throughout the world. Many people from different parts of the world come to this clinic to undergo plastic surgery.
CLP has been receiving international medical
Switzerland 2010
15
LA PRAIRIE With age become beauty’s secret wisdom By Claudia Laffranchi
E
Everybody knows that Clinique La Prairie is one of the world’s most prestigious private clinics, and that its exclusive revitalization cellular treatment has been sought after by popes, presidents, royals, rockers and movie stars who put the Montreux establishment at the center of the international health and wellness map. And with a price tag starting at 19’000 Swiss francs for a week-long revitalization program, Clinique La Prairie has earned a reputation for exclusivity. But very few people know that its spa and fitness club are open to the general public, with prices similar, or even lower, to those of five stars hotels and beauty centers
16
Switzerland 2010
that might have less qualified staff, since at CLP every masseuse, esthetician, physical therapist and fitness trainer carries a federally recognized diploma. Or that Swiss citizens can make an appointment to see a doctor even without staying at the clinic, and have the costs covered by their health insurance, although private health coverage is needed to have an operation there. And finally, that Clinique La Prairie is elegant, state of the art, but never ostentatious. Its atmosphere is professional and at the same time warm and friendly. There is no snobbery if you are not a millionaire, no sycophancy if you are one.
It all started in the 1920s when Dr. Paul Niehans, a physician working at La Prairie in Montreux and other regional hospitals, was studying the ability of cells to adapt, as happens in blood transfusions, and was convinced of the beneficial effects of using fresh cells from a young and healthy animal organ to heal diseased organs in human beings. In 1931 Dr. Niehans was called to Lausanne by a colleague operating on a woman left comatose after the accidental removal of her thyroid. Dr. Niehans rushed to the hospital with a thyroid freshly removed from a young calf, but, realizing that a transplant was impossible, he reduced the calf’s
thyroid to a pulp, filled a syringe with it, and injected the dying woman intra-muscularly. A few hours later the patient, then 51, regained consciousness and went on to live to the age of 89. Encouraged by this result, Dr. Niehans started injecting his patients and himself with cells taken from young animals, and later, from the liver of sheep fetuses (the liver, the only organ active during fetal life, is like a biological factory which creates new cells and is full of proteins). The main effects of these cellular injections were a surge in energy and well-being, and a stronger immune system. In 1953 Dr. Niehans was summoned to the bedside of Pope Pius XII to administer him cellular therapy. The Pope, who was ready to resign, recuperated, and the reputation of Dr. Niehans and his extract spread around the world. Luminaries like konrad Adenauer, the Duke and Duchess of Windsor, Marlene Dietrich, Frank Sinatra, Miles Davis, Romy Schneider and Charlie Chaplin flocked to Montreux for the revolutionary “youth cures” and their regenerative effect on aging human cells. Patients stayed at the then tiny La Prairie or at the palaces of the area, and Dr. Niehans charged them accordingly, while treating the poor for free. Nowadays celebrities still make the pilgrimage to Montreux.
Dr. Niehans retired in 1966, and a new era started in 1976, when businessman Armin Mattli, the current owner, purchased La Prairie and began an ambitious program of research and development, rightly persuaded that anti-aging treatments would become a growing market. Using the CLP cellular extract, Mr. Mattli launched the revolutionary La Prairie cosmetic line in 1978 and sold it in ’82 to expand the clinic. After the ban on animal cells use in cosmetics, in 1998 CLP created Swiss Perfection, the new in-house cosmetic line, whose main ingredient is the extract from roots of irises grown at the nearby Chateau de Vullierens. The line is exclusively available
at the clinic’s spa, famous for its electrostimulation and oxygen treatments. In 1991 Mr. Mattli hired as medical director a down-to-earth family doctor from the mountain village of Les Diablerets, Dr. Thierry Waelli, who launched the then new concept of clinic-spa-hotel. Dr. Waelli’s resum’e symbolizes the holistic and humanistic philosophy of CLP, where medical and suugical treatments are only a part of a comprehensive approach to wellbeing which includes nutrition, exercise and relaxation. Dr. Waelli, an internist and sports medicine expert, studied at the Zurich Conservatory, played clarinet for
Switzerland 2010
17
Swiss Health - www.sh-avenir.ch
swisshealth Quality & Hospitality
Switzerland is one of the most developed and advanced countries as far as medical treatment is concerned. Swiss hospitals do have a long tradition and a wide range of experience in treatment and care of international patients. The holistic health concept unites state-of-the-art international medicine with traditional healing methods and provides in all parts of Switzerland a high class and reliable medical treatment and care.
the Pepe Lienhard Band, is an avid skier who worked as the Swiss Ski Federation doctor, was a Swiss junior golf champion, and is crazy about classical music. No surprise that when I asked him why CLP never franchised its name and its treatments, he replied: “You can franchise McDonald’s or CocaCola, but you cannot franchise the Berlin Philharmonic. It’s a team of highly talented individuals under a conductor who sets the tone for the sound, and that’s what’s happening here”. Dr. Waelli recently retired and the new medical director, Dr. Adrian Heini, a nutritionist from Montreux who had been a consultant to CLP for many years, shares the same philosophy, together with the twenty in-house doctors and fifty consulting medical specialists. CLP is famous also for saying no
to vanity elective surgeries and for avoiding trends and fads of the beauty industry. “We say no more often that yes, when patients come and ask for plastic surgeries that we don’t consider healthy or necessary”, said Dr. Waelli. “We don’t need the money for the kind of publicity deriving from plastic surgery addicts. And we are also known to treat everybody the same: I was told by presidents and royals that I was the first doctor to tell them what to do, because they are always used to hear yes and get things done their way”. La Prairie also recommends its revitalization treatment, which is now administered orally, only to people who are forty and older, or to professional athletes who need a fast recovery. Common sense and a holistic
approach are applied to everything from medical matters to fitness, thalassotheraphy, aesthetic treatments and nutrition, which is one of the tenets of CLP philosophy. Every guest meets with a nutritionist, and chef Jean-Bernard Muraro and his international staff offer gourmet cuisine which combines calorie control and the medical concerns of every patient. But don’t think hospital food or diet: Mr. Muraro’s dishes remain those of a Gault Millau anointed chef. A typical menu might include pumpkin soup with saffron and trumpet mushrooms; lobster fricassee with light wine sauce, turkey bits and mushrooms, and a side of Savoy pasta with blueberry juice; and for dessert a Litchi crème brulee. The good news? The restaurant is also open to the public.
Switzerland as a multicultural and multilingual country located in the center of Europe relies on its huge experience in medical treatment of international patients. The growing demand in medical treatment from patients from all over the world as well as from foreigners settled down in Switzerland attests the Swiss hospitals’ utmost quality. Swiss Health represents about 30 hospitals all over Switzerland that provide medical check-ups, intensive medical treatment as well as rehabilitation. For any special treatment in one of these leading hospitals Swiss Health will provide the patient with necessary information about the hospitals and will guarantee the support in planning and organizing the stay in Switzerland. List of Member-Hospitals University Hospitals University Hospital Geneva University Hospital Lausanne University Hospital Basel University Hospital Bern University Hospital Zurich Balgrist University Hospital, Zürich Children’s Hospital University Childrens Hospital, Zürich
General Hospitals Hirslandenklinik Aarau Klinik Beau-Site, Berne Spital Salem, Berne AndreasKlinik, Cham Zug Klink Am Rosenberg, Heiden Cliniqu Bois-Cerf, Lausanne Clinique Cecil, Lausanne Klinik St. Anna, Lucerne Klinik Birshof, Basle Klinik Belair, Schaffhausen Klink Stephanshorn, St. Gallen Klinik Hirslanden, Zurich Klinik Im Park, Zurich Sonnenhof Hospital, Berne Engeried Hospital, Berne
Clinique Général-Baulieu, Geneva Hospital Davos, Davos-Platz Rehabilitation Swiss Paraplegics Centre, Nottwil Lucerne Hochgebirgsklinik, Davos Klinik Valens Rehabilitation Centre, Valens Medical Centres Medical Centre, Bad-Ragaz Dental Clinic Bodensee Implant Centre, Goldach
UAE President in Swiss ‘treatment’
T
he President of the U.A.E, Sheikh Khalifa bin Zayed al-Nahayan was in Switzerland for medical treatment in August 2010. Sheikh Khalifa, who is in his early 60s, is the ruler of the wealthy oil exporting Gulf Arab emirate of Abu Dhabi and the president of the US-allied United Arab Emirates. The state news agency WAM said that the President had undergone a comprehensive medical check up and successful treatment without divulging further details. Sheikh Khalifa returned to the UAE after a “period of convalescence”. The UAE is a federation that unites Abu Dhabi and six other emirates including regional business hub and tourism magnet Dubai. Abu Dhabi is the seat of the federal union.
18
Switzerland 2010
Switzerland 2010
19
Clinique De Genolier:
TAKING CARE OF YOUR MOST IMPORTANT ASSET: Your Health Clinique de Genolier is situated between Geneva and Lausanne. It sits at the foot of the Jura mountains opposite Mont Blanc at an altitude of 640 metres. It is a place of outstanding beauty, surrounded by nature and enjoying a panoramic view.
20
Switzerland 2010
Switzerland 2010
21
AN EXCEPTIONAL CLINIC Clinique de Genolier opened its doors in 1972. It owes its existence to Duchess Elena di Cassano who wanted to create a centre specializing in rest and slimming. This project did not prove as successful as had been anticipated, and the Duchess turned to Professor Charles Hahn, a renowned specialist in cardiac surgery. Clinique de Genolier rapidly acquired a reputation throughout Europe for its cardiovascular surgery. This successful period lasted until the Duchess death in the mid-1980s. The Clinic was then managed for a time by a group based in the United States. In 2003 a group of Swiss investors purchased the clinic, opening a new chapter in the history of the establishment which has been marked by revival and prosperity. A NEW BEGINNING The 21th century has already seen some major developments in the field of health economics. Clinique de Genolier is now focusing on its core competencies. Over the years the Clinic has diversified its activities and has grown. The excellence of the care and accommodation it provides has enabled it to establish an unrivalled image both within Switzerland and abroad over the past 35 years. Clinique de Genolier offers surroundings which are both comfortable and discreet. Its high-quality services are also an attractive proposition for clients from abroad who come in search of exceptional products. The Presidential Suite, a facility without equal in Switzerland occupying an entire wing on the 4th floor, offers flawless and customized service. The Clinic has recently invested extensively in its buildings and interior design. A new telephone switchboard
22
Switzerland 2010
is now in service, and Wifi provides patients with broadband internet access in all private rooms and public areas.
MEDICAL SPECIALIZATIONS Clinique de Genolier’s key areas of expertise comprise health check-ups, an antiageing center, oncology, back surgery, orthopaedics and medical imaging. A Health Management Center offers all types of preventive activities – both prevention of the emergence of a disease (primary prevention) and prevention of a recurrence (secondary prevention). Clinique de Genolier takes a completely new approach to managing patients, integrating foresight and anticipation of a disease with followup and continuity of care. The objective is always to maintain our most valuable asset – health. Every effort is also made to stop the wheels of time turning, with state-of-the-art preventive therapies and treatments for the signs of ageing. Managed by Professor Jacques Proust, the «Center for the Prevention of Ageing», the only one of its kind in Europe, offers a range of examinations whose purpose is to assess the extent of physiological ageing and to determine individual risk factors. The primary objective of the concept of «taking care of your most important asset: your health» developed by Clinique de Genolier is to prevent and detect tumours, in many cases enabling them to be removed or cured before the cancer becomes established. The Clinic’s interdisciplinary approach and comprehensive management of cancer patients enables all the necessary care to be provided in one place. Groups specializing in medical oncology,
radiotherapy, oncological surgery and radiology are all available under one roof. Clinique de Genolier has also opened a “Back Center”, which specializes in treating problems associated with this important part of the body. Conditions affecting the spine are treated from the front of the body; in other words, the surgeon operates through the abdomen. The Back Center is staffed by outstanding specialists, among them Dr. Patet, a neurosurgeon at the Neurological Hospital in Lyon, France. The patient with orthopaedic concerns will see a doctor who specializes in a particular area of medicine (knee surgery, sports medicine, etc.) Cosmetic and reconstructive surgery eliminates defects to restore the patient’s appearance; it can also obliterate the effects of age or modify physical attributes about which the patient is unhappy. All cosmetic surgery at Clinique de Genolier – breast augmentation or reduction, face lifts, liposuction, rhinoplasty, surgery to correct prominent ears, and eyelid surgery – is performed by leading surgeons. The Clinic offers patients a resplendent setting and all the amenities of a luxury Swiss hotel to enhance their stay after a cosmetic procedure. Clinique de Genolier offers a full range of services comprising gynaecological surgery, surgery of the female urinary tract, breast medicine, diagnostic imaging and oncology. The medical imaging and nuclear medicine sections have recently been refitted with state-of-the-art equipment. Nowadays medical imaging is a central element in general medicine and in most medical and surgical specialisms. Clinique de
Genolier is one of the pioneers in this field. At Genolier our favourite word is «welcome», Nestling in a splendid, tranquil setting, the Clinic combines state-of-the-art technology with a personal, attentive approach in which everything revolves around the patient’s needs.
THE HEART OF A SKILLED NETWORK Taking these considerable assets as their starting point, in 2002 the owners of Clinique de Genolier started developing a network of facilities offering medical care and, more particularly, teams of men and women devoted to the patient and his wellbeing. This endeavour has culminated in the creation of the Genolier Swiss Medical Network (GSMN). Having opened Montchoisi in Lausanne in 2003, Clinique Generale in Fribourg in 2005 and ValmontGenolier in Glion on the outskirts of Montreux in early 2006, the GSMN is now pursuing a policy of consolidation in the private health sector by focusing on organic growth of the clinics that it manages and on acquisitions, mergers or collaboration with other players in the sector. The GSMN’s approach is based on a policy of creating a network of centres of excellence at each of the Clinics in the group and reinforcing existing collaborations. The GSMN is continuing to develop synergies abroad, most notably in the United States (intensified collaboration with the Memorial Sloan Kettering Cancer Center in New York), Moscow (where it has working partnerships and medical collaborations), in the United Arab Emirates, and in Asia. Switzerland 2010
23
Forum that kicked off the Asia Luxury Travel Market’s events, “the businesses that are the most successful in China are the ones that came here ten years ago”.
Swiss reach out to Asian visitors in the number of arrivals, but also length of stay and average expenditure.
Switzerland is already a leading destination for wealthy Asian tourists but Seeking escape Switzerland Tourism believes there is As in so many other economic indicators, the Chinese move ahead at a fast pace; today’s leading Chinese still a huge potential to be untapped. tourists have already travelled to Europe numerous
T
he fourth Asia Luxury Travel Market, the premier travel market in the Asia-Pacific region, took place in Shanghai recently. Switzerland Tourism’s presence was marked by a bright red stand hosting a number of Swiss companies (here) to increase awareness of their products and services. Chinese outbound tourism in particular is booming, yet the numbers seen worldwide are only the tip of the chopstick, a harbinger of the coming paradigm shift that will redefine the world’s biggest industry. Like their fellow Asian travellers, Chinese jetsetters are wealthy, and they like to spend their money. As frequent traveller Li Haixia says, “Switzerland is beautiful and the shopping is fun.” Indeed, Chinese visitors have a particular fascination with Swiss watches and already account for a considerable number of high-price sales. Amazingly, there seems to be more trepidation than glee among many European tourism offices, whose continually reduced budgets and lack of first-hand knowledge of Asian consumer behaviour has them receding into their traditional markets rather than making inroads into new ones. Switzerland Tourism has been one of the world’s leading tourism offices in attracting Chinese travellers, starting with a Mandarin version of its website, the most basic of instruments in establishing a presence in the world’s most spoken language. The results are apparent, with statistics reflecting not only growth
24
Switzerland 2010
times and are seeking specialised experiences beyond a lift up the Eiffel Tower or the view from Neuschwanstein, the fairytale castle in Bavaria.
As urban dwellers in Asia’s densely packed cities seek an escape from their daily norm, Switzerland’s fresh air and charming scenery are naturally attractive to “high-yielding quality customers” who want to experience Switzerland in depth, according to Shirley Romano of Chur University’s Institute for Tourism and Leisure Research. However, in her recent report Romano also notes that “European hosts may not be ready for the adjustments needed for the particular needs of the Chinese tourists”. The same can be said about Asian travellers from other countries. Thailand, Malaysia, Singapore, and Korea are also increasingly valuable as sources of tourism revenue, and of course, India rivals China in economic might as well as arrivals of high-end travellers in Switzerland. The “Asian market” is as heterogeneous as “the European market” and well-informed travel businesses know to specifically address the needs of clients in the individual countries.
Positive image
Switzerland enjoys a positive image in China and with the growing disposable income of China’s richest travellers, the smart businesspeople are already here, tending to already established relationships and creating new ones. As was stated at the Ultratravel
In the case of Switzerland Tourism, it’s been 12; Switzerland Tourism was the first national tourism office of a European country to set up a China office, doing so in 1998 and exerting an influence over Chinese travellers’ holiday decisions ever since. Canton Lucerne maintains its own tourism office in China in recognition of the fact that it is one of the most popular destinations for Chinese travellers to Switzerland. Lucerne Tourism’s Overseas Marketing Manager Mark Meier says, “Lucerne is one of the favourite places in Switzerland for Chinese travelers,” and Lucerne Tourism is intent on keeping it that way. It’s certainly not only government entities making an effort to make their products known in the biggest outbound market in the world. Hotel groups and individual hotel properties were also well represented. Christopher Cox of Victoria-Jungfrau Collection and Karin Kunz, General Manager of Zermatt’s Mont Cervin Palace, were among the busiest people in the Switzerland Tourism exhibit space, with one appointment after the other closing deals for the coming season.
Medical tourism
One of Switzerland’s most prominent facilities for medical tourism, Clinique La Prairie, has been reaching out to Chinese and other Asian clients for several years. This early investment has paid off well; as in other ultra luxury markets, word of mouth is of utmost importance, and returning clients of Clinique La Prairie are the best advertisement of the facility and its services. After busy days at the travel market, Clinique La Prairie representatives hosted a variety of evening events for past and prospective clients. “The numbers from China just keep rising,” said representative Yaël Bruigom. “We have had a phenomenal response,” added Gabriela Vuichoud. Not surprisingly, a China-based company specialising in assisting high-end visitors to Switzerland with their holiday plans is doing very well. Fert is a tour operator for wealthy Chinese run by Managing Director XiaoHong Raemy, a resident of Geneva for 12 years before her return to China. Success in China is by no means automatic. Sophisticated Asian travellers are accustomed to the most sumptuous hotels, resorts, and spas in the world, with unparalleled levels of service and attention to detail - all for less cost than comparable accommodation and services in European countries. While money is not a problem for luxury travellers, they too, enjoy a good deal and will spend big when there is value for money. Switzerland 2010
25
Swiss Watches
Timeless Elegance
Q
uality, precision, uniqueness, reliability, tradition, design, innovation … these are just a few of the words that sum up the Swiss watchmaking industry – an industry which manages to produce timepieces that are diminutive yet highly complex, traditional yet state-of-the art. The unparalleled reputation of Swiss watches is the
26
Switzerland 2010
result of over 500 years’ hard toil and meticulous attention to detail. While Geneva is undoubtedly the cradle of Swiss watchmaking, its heartland is in the “arc jurassien”, the arc formed by the Jura mountains stretching from Geneva in the south to Basle in the north, with companies concentrated in the cantons of Neuchâtel, Vaud, Jura, Bern, Solothurn and Basle. But things have not always been easy for the
Swiss Watches industry. It has had to face down political unrest, stiff competition from abroad not to mention problems linked to its fragmented and labour-intensive production methods. But, like time itself, Swiss watchmakers never stand still. Switzerland remains a world leader thanks to its design and technical innovations. Swiss watchmakers produce timepieces to suit every taste and every budget: from the cheap and cheerful mass-produced plastic quartz watch right up to the gold and diamond-encrusted chronographs. When you buy a Swiss watch, no matter what price it is, no matter which company made it, you know you are buying an item of outstanding quality and reliability. Swiss watches are in high demand across the world. In fact, 95% of “Swiss-made” watches are sold abroad, making the watch industry Switzerland’s third major exporter. What is it that drives Swiss watchmakers? Maybe it is the inexorable flow of time and their constant quest to capture it, albeit fleetingly, and present it to us in ever new exciting shapes and forms...
PRINCIPLES Early Timepieces
Until the 13th century, the only way people had to measure time was by observing the sun, or by devices in which the constant flow of a substance like water or sand can be measured and correlated with the passing of time. Thus in a water clock, or clepsydra, the water drips into a recipient and the hours are measured according to the level the water has reached. Both of these inventions achieved high levels of sophistication, but could never become super-accurate. The real breakthrough came when it was realised that time could be chopped into small, measurable intervals rather than envisaged as a continuous flow. The first mechanical clocks appeared in Italy around 1300, but accuracy remained a problem for another 300 years. Even the word “hour” acquired its meaning of a precise stretch of time only in the 15th century; the words “minute” and “second” in their common modern meaning followed in the 16th century.
Oscillation
All modern clocks – down to the latest atomic clock
28
Switzerland 2010
Swiss Watches accurate to one second every 30 million years – depend on oscillation. An oscillator is a device which moves backwards and forwards at a regular speed. This regular movement chops time into segments, which can then be counted. The best known example is the pendulum, which is designed by the clockmaker to swing a precise number of times per second. (For example, in most pendulum wall clocks, it swings once every second.) The time of the swing depends on the length of the pendulum.
Mechanical watches
A pendulum cannot be transported, and a different device fulfilling the same function is needed for a watch. In a mechanical watch, the oscillation is provided by a wound spring through a set of gear wheels (the wheel train) which ends in a mechanism known as an escapement. There are a number of different types of escapement, but the purpose is to interrupt the movement of the wheels at regular intervals and to convert the rotation of the wheel train into controlled and regular steps. The purpose of the gear wheels is twofold. On the one hand they slow down the ticking rate of the oscillator, and on the other they drive the hands of the clock or watch. In order to keep working, the spring of the mechanical watch has to wound periodically.
Quartz watches
In a quartz watch the oscillator is a quartz crystal, which has the property that it vibrates in the presence of an electric field. The high frequency of the vibrations means that a quartz timekeeper is very accurate – to within about one minute a year. The quartz is used in an electrical circuit, where its rate of oscillation is carefully regulated. Although the properties of quartz had been discovered towards the end of the 19th century (and were used, for example, in early radio sets), it was not until the 1960s that it became possible to manufacture integrated circuits small enough to be used in wristwatches. Where the source of energy in a mechanical watch is the spring, in a quartz watch it is a miniature battery which lasts for several years.
Atomic clocks
The atomic clock uses the oscillations of atoms of caesium-133. The advantage of using atoms is that they always oscillate extremely fast and at exactly Switzerland 2010
29
the same rate. Unlike quartz crystals, for example, they are unaffected by outside influences, such as temperature changes.
The parts of a watch
A simple mechanical watch contains roughly 130 components. More complex watches contain hundreds of parts. The Calibre 89 made by Patek Philippe contains 1728 parts and is probably the most complex watch ever produced. The main parts of a simple mechanical watch include: • the mainspring, which provides the power • the balance wheel and hairspring, which oscillate, thereby marking the division of time • the escapement, which distributes the impulses from the oscillator • the gear train, which transmits the power • the winding stem (in manually wound watches) or the oscillating weight (in self-winding watches) • the dial train, which activates the hands The internal mechanism of the watch is called the movement.
Complications
A complex watch displays much more information than simply the time of day. Such extras are known as complications. They may commonly include a display of the day of the week and of the month, and a stop watch facility. Chimes are another kind of complication. If a watch contains all of these, plus astronomic indications, it is called a grand complication.
Swiss Watches 30
Switzerland 2010
The complications of the Patek Philippe Calibre 89 include the phases of the moon, the date of Easter, the times of sunrise and sunset, indications of sidereal time and a star chart. The watch was made to mark the 150th anniversary of the firm in 1989; only four were produced. One was sold at auction in Geneva in 2004 for over 6.6 million Swiss francs. The most complicated automatic winding wristwatch to be produced as a series (limited to 30 pieces) is the Blancpain 1735, which contains 740 components, each one individually adjusted, hand-finished and hand-decorated. Some components are no thicker than a human hair, and their intricacy is such that very few watchmakers have the skills required to make all of the complications. Each watch takes a year to craft. Watchmakers over the centuries have striven to expand the range of complications. One of the most famous clocks ever made was the “Marie Antoinette”, commissioned for the French queen in 1783 from the great Swiss-born watchmaker, Abraham-Louis Breguet (1747 – 1807). It incorporated all the advances of the 18th century, but it was such a complex commission it was not completed until after Breguet’s death, many years after the queen herself had gone to the guillotine. The virtually unsaleable “Marie Antoinette” passed through many hands, before finding a permanent home in the collection of Sir David Salomon, which he had donated to the L A Meyer Memorial Institute of Islamic Art in Jerusalem. However, this home proved to be not so permanent – on the night of April 15-
Swiss Watches 16 1983, the watch was stolen and its whereabouts remained shrouded in mystery for many years. In 2005, Nicolas Hayek, who by this time was in charge of a watchmaking empire that included Breguet, decided to commission an exact replica of the “Marie Antoinette”. Over three and a half years, ten watchmakers worked day and night to recreate the legendary timepiece, relying only on the few drawings and photos of Breguet’s original to help. To much fanfare, Hayek finally unveiled the exquisite replica at Baselworld 2008.
Swiss quality - “Swiss made”
As with other products like chocolate, Switzerland jealously protects its beautifully made and aesthetically appealing watches and clocks with the “Swiss made” label. “Swiss made” is more than a simple label of origin. It is a sign to customers that they are buying a product of outstanding quality and reliability. With the help of legislation, international treaties and multilateral agreements drawn up by
the World Intellectual Property Organisation and the World Trade Organisation, Switzerland has the necessary legal instruments to protect “Swiss made” watches and clocks from piracy and counterfeiting.
“Swiss made”
To obtain the “Swiss made” label a watch must meet certain minimum conditions. Although some foreign-made components may be used, they may not account for more than 50 percent of the total value of the components and the watches must also be both assembled and inspected in Switzerland. Some regions in Switzerland, like the banking and watchmaking capital of Geneva, have their own label of origin. However, the “Geneva” hallmark does not enjoy the same level of protection as the “Swiss made” label. A watch may carry the Geneva hallmark if it meets the same requirements as those for a Swiss-made watch and if at least one of the major operations in its manufacture was carried out in the canton of Geneva. More prestigious than this is the award of the quality hallmark known as the “poincon de Geneve” or Geneva Seal, issued by the Office for the Voluntary Inspection of Watches from Geneva. They must have been made in the canton, and each movement must be numbered. There are 12 strict criteria to be met ensuring the highest standards in engineering, finishing and assembly.
Is there such a thing as a foreign-made Swiss watch?
A watch that has been manufactured abroad but contains Swiss components may carry a mark to this effect. However, any exaggeration of the degree of Swiss involvement is strictly prohibited. The Federation of the Swiss Watch Industry sees to it that watches which are put on sale do not flout this rule.
Fake watches are for fake people
According to estimates by the Fondation de la Haute Horlogerie (fine watchmaking foundation), 40 million fake Swiss watches are manufactured and sold ever year. Counterfeited goods like these damage not only the Swiss watch market but also the good reputation of the Swiss watch industry as a whole. The FH and the Federation of the Swiss Watch Industry are locked in a ruthless ongoing battle against the counterfeiters. In addition to legal action, they launched the anti-counterfeiting “Fake Watches are for Fake People” campaign in 2009.
32
Switzerland 2010
ESSENTIAL GEAR.
Invented in the United States. Made in Switzerland. The Luminox Navy SEAL Colormark No. 3051 Ø 44 mm, rotating bezel, protected crown, carbon reinforced pc case, extra hard mineral glass, 200 meter water resistant tested, Luminox self-powered illumination. www.luminox.com
Shalimar Stores Co. Ltd. Fahed Al-Salem Street, Al-Salam Tower Ground Floor, Shop # 9, Tel. 22430992
Swiss Watches Fairs
At the start of every year Switzerland holds two major international exhibitions where it can showcase its watchmaking expertise: “BASELWORLD” is the most important international watch and jewellery fair. Over 100,000 visitors from the industry travel from every continent to Basle to view the latest creations. The fair has more than 2,000 exhibitors, including all of Switzerland’s major watchmakers. Geneva hosts a more exclusive affair, the Salon International de la Haute Horlogerie (SIHH), or International Salon for Prestige Watchmaking, to which only professional guests of the exhibiting brands are invited. The show is regarded as one of the major events in the Geneva calendar, second only to the Motor Show. Visitors can discover the latest innovations in the world of fine watchmaking. Many of the timepieces on show are one-offs or limited editions.
Blond
Quality
Georgette
For centuries Switzerland was the world’s leading watch and clock producer. In 1870, it was responsible for three quarters of global production by volume and two thirds by value. One hundred years later, it was an entirely different story - the Swiss watch industry was in crisis. It had failed to anticipate and adapt to a market which was radically changing as a result of the major advances being made in the world of electronics. The future was looking bleak until the arrival of the Swatch Group on the scene. By the mid-1990s, the phenomenal success of the group, founded by Nicolas Hayek, led to the recovery of the crippled industry. By the end of the 1990s, Switzerland was again one of the world’s major watch exporters (around half of global export revenue is generated by the Swiss watchmaking industry). However, in terms of export volume, the situation was dramatically different from a century ago. Today,
Exports
Unrivalled manufacturing knowhow coupled with sound business acumen enabled Swiss watchmakers to exploit the potential of foreign markets to the full. Exports have always been the backbone of the Swiss watch industry - in 1790, Geneva alone exported 60,000 watches. Around 95 percent of watches produced in Switzerland today are destined for the export market, making the watch industry the country’s third major exporter after the chemical and engineering industries in terms of value.
First export markets
Starting in the 17th century, and growing in importance in the 18th and 19th centuries, Asia was a major market for Swiss clocks and watches. The Genevans started off in Constantinople (where JeanJacques Rousseau’s father, Isaac, became the official timer in charge of the clocks in the Topkapi Palace), and later expanded to China, where their wares became popular among the Qing dynasty aristocracy in the mid-18th century. Watches were adapted to meet the needs and tastes of their customers. For example, watches with automata were made specifically for the Turkish and Chinese markets. In the 19th century watchmakers in Geneva produced special “Rajah watches”, creating enamel portraits from photographs supplied by their Indian clients.
34
Switzerland 2010
Swiss Corner Watches Co. Tel. : (+965) 22423725
Swiss Watches
Switzerland’s exports by volume account for less than 10 percent of total exports worldwide (it annually produces around 33 million watches with a total value of CHF 500 million). This is not all that surprising, since the industry made the conscious decision in the 1990s to concentrate on the production of high-end, luxury timepieces, which generally sell for much higher prices. China may be the world leader in terms of volume (80 percent of global output), but it has a long way to go before it can supplant Switzerland as the top exporter by value.
Who are the leading importers of Swiss watches today?
The 21st century got off to a very promising start for the Swiss watch industry thanks, once again, to a buoyant export market (approx. 95 percent of total output). Its largest market is Hong Kong, followed by the US, Japan, France and Italy. In 2008, the total value of Swiss watch exports stood at CHF 17 billion, compared to CHF 10.2 billion in 2000 and CHF 4.3 billion in 1986. The parlous state of the global economy probably means that the Swiss watch industry will have to expect somewhat slower growth in the coming years.
Watch Valley – The Land of Precision JOVIAL – Limited Edition 80 Years Titanium Light, resistant, and contemporary. When Jovial decided to create an anniversary piece that was in tune with contemporary materials and techniques, its natural choice was titanium. The charcoal grey colour of the metal underscores the strength of the case, whose very high-tech design continues to turn heads. The tone on tone gives the Limited Edition 80 Years Titanium vigour and personality. A special, unique brand of elegance is now within reach of your wrist. Movement
Ronda 715 quartz
Functions Hours, minutes, seconds, date
36
Case
Titanium, 42 mm 8 claws with titanium screws Steel crown Steel screw-down back Sapphire crystal Water-resistant to 100 m
Dial
Charcoal grey Hands with Superluminova Applique hour-markers and 2 large gun-metal grey Roman numerals Date window at 3 o’clock
Strap
Grey leather with steel folding clasp
Reference
12016
Switzerland 2010
Like mountains, cheese, chocolate and banking, watchmaking has long been synonymous with Switzerland. For centuries the Swiss have been renowned for their exceptional horological expertise. The Swiss watchmaking industry is concentrated in western Switzerland, in the arc formed by the Jura mountains which stretches from Geneva in the south to Basle in the north, an area which the tourism authorities have catchily named Watch Valley.
Moving further afield
Clock and watchmaking in Switzerland started in Geneva and dates back to the mid16th century. Calvin, the great reformer and a stickler for punctuality, is partly to thank for the emergence of the Swiss watchmaking industry. He encouraged Hugenots, fleeing religious persecution in their native France, to take refuge in nearby Geneva, which by then had become a Protestant stronghold under his austere rule. Many heeded his advice and settled in the city. Among them were master watch- and clock-makers, who would help turn Geneva into a renowned watchmaking centre. Switzerland 2010
37
Swiss Watches Watchmaking would later spread north and east. By the end of the 16th century, entire families in the canton of Neuchâtel worked for the watchmaking industry, and by the middle of the following century (1740) the first watchmaking workshop was established in the Vallée de Joux. Later, the mid-19th century to be precise, watchmaking would spread to a number of German-speaking cantons: first Solothurn and Bern, later Basle and Schaffhausen.
Machine tools
Not only watchmaking, but a number of machinetool factories for the industry provided work in Watch Valley - and still do. As is typical of the Swiss engineering industry, some of these factories are world leaders in the production of niche products. Vallorbe prides itself on being the world capital of precision files; Moutier for cam-controlled automatic screw-cutting lathes with adjustable headstocks, which revolutionised watch making in the 1880s.
Tourism
For over one hundred years, 90 percent of Swiss watch production has been concentrated in Western Switzerland, specifically in the “arc jurassien”, the arc formed by the Swiss Jura mountain range. The fact that it is not only the heartland of the worldrenowned Swiss watchmaking industry but also one of country’s most scenic regions did not escape the local tourist industry, which re-named it “Watch Valley –the Land of Precision”. In 2001, a 200 km-long heritage trail entitled “The Watchmaking Route” was launched. Each of the 38 stages of this trail celebrates Switzerland’s illustrious watchmaking tradition. It includes visits to some of the most prestigious purveyors of high-quality timepieces as well as to museums dedicated to this intricate craft. Visitors will be able to discover how watches and clocks are made, and marvel not only at the fascinating and diverse timepieces on display, but also at the surrounding countryside with its lush vineyards and chocolate-box villages. Perhaps somewhat paradoxically, a trip to this region seems to make visitors lose all sense of time…
Swatch
The Swatch group occupies a very special place in the history of Swiss watchmaking. Not only does it enjoy the largest market share, but also it saved the industry – virtually single-handedly – from collapse in the 1970s.
38
Switzerland 2010
Swiss Watches A near-fatal error of judgement Its longstanding status as the undisputed world leader had lulled the Swiss watchmaking industry into a full sense of security, with over-confident manufacturers failing not only to foresee the impact of new quartz technology but also to stop cheap, accurate watches from the Far East flooding the market. It did not capitalise on the new technology, leaving it instead to others, in particular Japan and the US, to improve on the discovery. This would prove to be a nearfatal mistake: sales plummeted and many companies found themselves on the verge of bankruptcy. It would take the business consultant, Nicolas Hayek, to breathe new life into the dying industry thanks to his clever marketing of watches as a must-have fashion accessory that are a reflection of the wearer’s personality.
Pricing, precision and … marketing The famous plastic Swatch watch was launched on the Swiss market in 1983, with 12 models priced at between 39 and 50 Swiss francs. It contained 51 components, where traditional watches averaged about 90, and could be welded together by robots on a single assembly line – the first time this had been done in Switzerland. The Swatch was an instant success, first in Switzerland, then worldwide. It turned the Swiss watchmaking industry around, allowing it once again to become the undisputed world leader.
Diversification To the general public, the Swatch name is synonymous with fun fashion watches, cheap enough to enable customers to buy a new one according to season or to mood. The Swatch group, whose headquarters is in Biel, in Canton Bern, is responsible for about a quarter of the world’s watch sales in terms of value. It makes both finished watches and components which are exported throughout the world: most production is in Switzerland, but it has units in countries ranging from the US to China. But Swatch also owns many of the old Swiss brand names (such as Omega, Blancpain and Tissot, to name but a few), and its products range from simple wristwatches to complex, jewelencrusted timepieces. The group has even branched into micromechanics, telecommunications and even car production. Switzerland 2010
39
When youth grows with the years
M
ore vivacious than ever, Jovial has no intention of denying itself a good thing and has decided to prolong the festivities of its 80th anniversary: its new-found youth continues to flourish with two commemorative models in limited editions and some brand new models stamped with the seal of renewal. Pursuing its research into daring designs, the brand has shown consummate skill in meeting the difficult challenge of combining classic and high-tech materials in watches of contemporary elegance.
Reaching for the stars Designed around the theme of outer space, the 12000 Collection has been highly sought after since its launch in 2009. This year, it reaches for the stars with four new models featuring the hightech performance of titanium, the smoothness of chocolaty accents, the neo-industrial classicism of steel and the warm reflections of rose gold. A virtuoso with shapes and materials, Jovial knows no bounds, save that of adhering to the values that have forged its success. Every single detail, therefore, like the finely-worked finishing, is meticulously studied. Jovial is achieving the impossible in a very accessible price range ! A success story Founded in 1929 by Fernand Droz, Jovial enjoyed rapid success despite the tough economic climate. From the outset, it developed the art of anticipating trends and satisfying the various needs of a broad range of clients, from nurses to railwaymen to leading sportsmen. In the brand’s early days, all the watch components were made in its workshops in the Swiss town of La Chaux-de-Fonds. Gradually, production became more industrialised. The brand established various small workshops in the region, each one
Jovial participated in Baselworld, held in Basel, Switzerland
Jovial main showroom, Dubai.
specialising in a particular watch component: case, dial, hands, bracelet, etc. In 1946, all the production and assembling units were based in Bienne.
International savoir-faire In 1988, the entrepreneur Mohamed Dabaan bought the brand and developed a network of over fifty exclusive boutiques in the Middle East. It is in fact this region of the world that accounts for the sales of three-quarters of the 65,000 watches that leave the Bienne work shops every year, as well as perfumes, ties, glasses and fine leather goods bearing the Jovial signature. Conquering new and unexplored territory Even though its international distribution networks are constantly expanding, Jovial has clear ambitions to conquer unexplored territory like India and China and continue its rise to the stars in its key markets, the Middle East and Europe.
New Showroom (Al-Rashed Complex), Fahed Al-Salem Street, Kuwait City.
40
Switzerland 2010
increasing too. Moreover, for men, the watch is often the only piece of jewellery worn. So there’s a watch that’s worn with the dishdasha, one that goes with the suit, etc. In fact, most of our customers own multiple watches. Q: Has the recession affected your business? SG: Not at all. On the contrary, business has actually grown. Apart from high-end brands, mid-level brands have also grown.
Keeping Time with Luxury Kuwait-based conglomerate Behbehani Group’s Trading Division’s diverse businesses portfolio comprises of watches and jewellery, luxury travel accessories, surveying and sound systems and audiovisual and medical equipment. The Group started in 1935 with
Q: Are watches repaired in Kuwait too? SG: Eighty percent of watches are repaired here, while the rest are sent out. We will also be opening a new exclusive watch service centre soon. Q: Any expansion plans in the pipeline? SG: We are already well-spread in Kuwait. We are in every mall. In Salhiya alone, we have six stores. As part of this trend, we will be opening new boutiques in high-end malls as and when we see the need.
the famous watch brand Omega and has represented the Swiss timepiece maker ever since. Over the last 10 years, the Group has acquired the crème de la crème of brands in the watch industry worldwide and is recognized as one of the most successful watch retailers. Shahzad Gidwani, Deputy General Manager of the division, speaks about the
Q: What other Swiss products do you represent? SG: We are the General Sales Agents for SWISS. But the airline doesn’t fly to Kuwait.
luxury watch market in Kuwait. By Mujahid Iqbal Q: Tell us about the brands that you represent? Shahzad Gidwani: Watches from the Swatch Group and Richemont make up the bulk of our brands. We are the exclusive agents of Omega, part of the Swatch Group, Cartier, a Richemont brand and LVMH. Q: Why would a well-travelled person choose to buy a luxury watch from Kuwait? SG: Our prices are comparable to the rest of the world. In fact, it may sometimes be cheaper to buy a luxury watch in Kuwait as there are no taxes in this country. 42
Switzerland 2010
Q: Is the luxury watch market sustainable in Kuwait? SG: It’s sustainable beyond words. We have something for everybody – our watches range from an affordable KD 100-150 and go all the way up to KD 300,000. Q: How would you describe the luxury watch market in Kuwait? SG: Kuwait is an excellent market for luxury watches and jewellery, and is growing at a rate of 15-20 percent a year. People are understanding watches more. We are also educating the market, and collectors are
Q: How long have you been associated with the Behbehani Group? SG: I’m with this company for the past 15 years – since 1996. I was earlier in the Ericsson division, and joined this division in February this year. (Mr Gidwani holds an MBA in International Business from Washington International University, Pennsylvania, and a BSc in International Business with minor in Marketing from University of Indianapolis, Indiana, USA. He has also worked with Wataniya Telecom.) Q: Do you travel to Switzerland often? SG: Yes. We go to Basel for the Baselworld fair, and to Geneva too for the Salon International de la Haute Horologerie (SIHH).
Key data: State of Kuwait
Head of state:
Sheikh Sabah bin Ahmad Al Jaber Al Sabah
Head of government:
Sheikh Nasser Mohammad Al-Ahmad Al-Sabah Type of state: monarchy (emirate) Land area: 17,818 km2 Capital: Kuwait City Population: 34,84,000 Foreigners: 23,65,000 (67%) Religions: 85% Moslem (70% sunnits; 15% schi’a), 15% other Language: Arabic Currency: Kuwaiti dinar (KD) Gross domestic product (GDP) 2009: USD116.2bn Change over previous year: -1.7% Per capita GDP 2009: USD 54,100 Swiss colony 2009: 97 people Swiss exports 2009: CHF 328.64m Change over previous year: -34.0% Swiss imports 2009: CHF 36.56m Change over previous year: -73.5%
Bilateral relations between Switzerland and Kuwait
S
Switzerland recognized Kuwait as an independent state in 1961. In 1975, it opened an Embassy in the capital Kuwait, and the Emirate has had an Embassy in Berne since 2006. Relations between the two countries are amicable. Since the oil boom in the 1970s, trade issues have taken centre stage. Numerous Swiss firms have sent personnel to Kuwait to direct infrastructure projects. In addition, Switzerland exports watches, jewellery, machinery and pharmaceutical products to the Gulf state. Switzerland is a popular travel and study destination for Kuwaiti citizens. During the 2nd Gulf War (1990/91), Kuwaiti holidaymakers were offered the option of extending their stay in Switzerland until the crisis was resolved. Switzerland 2010
43
Arts and the Man By Mujahid Iqbal ti Kuwai d e n w a reno e s i n a lf in th dw e s a r m l i A h r oud ame fo d. n Mahm a e d b worl a a m r s A a r h e ho l the wid d n artist w a t i an Int a w w d u a K R n in art i n of B is a field of m r i a t into h Ch h g e i h s t n ni lso o get a t He is a m i h ction! o e t n e n k o o c sp s Swiss i Co. We h d n ... a ments e v e i h ac
Mujahid Iqbal: Tell us something about yourself and your early years? Mahmoud Alradwan: I was born in Kuwait in 1939. I studied Business Administration in Britain (1958-1961) and studied in the Faculty of Fine Arts, Cairo (19661970). I joined a course in arts at the New York Studio School in 1979. I was granted the post of full-time artist in the Free Studio for Fine Arts in the Ministry of Information from 1978 to 2000. MI: And what about your art? MA: I have participated in nearly 250 exhibitions worldwide. My next exhibition will be in Jordan in 2011. My paintings have been bought by many prominent Kuwaiti and Arab institutions and individuals. You can find my works at the National Council for Culture, Arts & Letters, Ministry of Foreign Affairs and other ministries, Kuwait Airport,
44
Switzerland 2010
Kuwaiti embassies abroad, Kuwait Airways, National Petroleum Co, Kuwait Oil Co, etc. I am also an avid collector. MI: You are also involved in various societies, aren’t you? MA: I was a member of the Kuwait Society for Formative Arts (KSFA) since its establishment in 1967, and headed the society as chairman for a quarter of a century from 1979-8 and 1983-2004 (25 years). I was also the Permanent Secretary of the KSFA from 1975 to 1978. I was also a member of the Secretariat General of the General Association of the Arab Formative Artists from 1975-78, 1978-1980 and 1982-85, and Secretary of the fund of the association from 1985-87. I am currently the Chairman of the Kuwait Modern Art Society since 2006 and Deputy Chairman of the Kuwaiti Artists Union since 2008.
MI: You’ve had a long association with KSFA! MA: KSFA was established in 1967. It shifted to its present premises in Hawally in 1996. I still remember securing an appointment from Sheikh Nasser Al-Sabah, who is now the prime minister, to meet the then Amir, the late Sheikh Jaber Al-Sabah. I told Sheikh Jaber we already had land in Hawally, so he gave orders to build on it. MI: What is your connection with Switzerland? MA: Many members of my family including my mother and sister have homes in Montreux, Switzerland. I have been spending summers there since the 80s. Montreux is good for art and poetry – you feel inspired there. The lovely weather makes you feel creative. I hope to hold a solo exhibition in Montreux
in the future. In have participated in a joint exhibition in Geneva in the past.
Belgrade (former Yugoslavia), Paris, Rome, Sofia, Farna (Bulgaria), Berlin, Frankfort, Moscow, Sao Paulo (Brazil), Geneva, Vienna (Austria), Denmark, Sweden, Norway, Turkey, Greece, Cyprus, Washington, New York, Cuba, Movikir (Spain), China, Australia, Bangladesh, Bombay (India) and Barcelona.
Alradwan has represented Kuwait in many conferences, festivals and arts exhibitions. He has participated in more than 250 exhibitions inside and outside Kuwait in coordination with the Ministry of Information, Free Studio for Fine Arts, Kuwait Formative Arts Society, National Council for Culture, Arts & Letters and other authorities in more than 60 cities in the world, in five continents, from 1966-2006. The most important places include Morocco, Algiers, Libya, Sharjah, Baghdad, Jordan, Cairo, Tunis, Mehris, Alexandria, Latakiya, Muscat, Sour (Sultanate of Oman), Beirut, Aliyah, Baqlain, Qatar, Khartoum, Bahrain, Riyadh, Jeddah, Abu Dhabi, Khafji, Damascus, Yemen, Brazil, Hungary, South Korea, Madrid, Iran, London, Switzerland 2010
45
Swiss Flavour at Safir Safir Hotel & Residences
Swiss national Urs Weisskopf General Manager at Safir Hotel & Residences Kuwait, speaks about work, play and everything in between! equipment, Interview by: Mujahid Iqbal
IT facilities and wireless connection that are set to suit everybody’s business needs as well as a business centre with secretarial support. Safir Hotel & Residences Kuwait’s philosophy is to be one of the most competitive hotels in Kuwait and is centered on ensuring guests’ comfort in the hotels’ overall value. The hotel is dedicated to focus on the individual guest experience, satisfaction and offering high standard of service quality. Q: What is your role in boosting tourism to Kuwait? UW: We can contribute to service delivery. Whether it’s a corporate traveller, or here on government business or a weekend Gulf tourist. I make sure they get good service. I don’t want to say service in Kuwait is bad – absolutely not – but there’s a difference between good service and a great experience. I put a lot of focus on training my staff, regardless on where they come from. For example, no matter how good the food is, to enjoy the meal you need good and friendly service, cleanliness and ambience. It’s the whole package.
Q: Can you tell us more about Safir Hotel and Residences? Urs Weisskopf: Safir Hotel & Residences is strategically located near the heart of Kuwait’s oil and gas business district. It boasts magnificent views of the Arabian Gulf and is just 20 minutes away from Kuwait City. With a multitude of facilities and services, guests can choose from 150 rooms and suites, to one- and two-bedroom serviced apartment accommodations including high speed wireless Internet access, multi-channel flat screen televisions, DVD player and kitchenette. The hotel also features 3 on-site restaurants, beach access, temperature controlled swimming pool and a state of the art gym. For conferences or meetings, the hotel offers 7 meeting rooms with the latest audiovisual
46
Switzerland 2010
Q: Nowadays every good hotel has a wellness program… what is your specialty in this line? UW: The wellness programme is a very important aspect of our hotel. Nowadays guests are getting more demanding because you have a wide spectrum of choices. We are not just selling a bed or a meal, but an experience. The hotel’s second stage will incorporate a spa and wellness centre. We don’t want to do something for the sake of doing it. We want to do it because we want to be the best. Q: Why would anyone want to live in a service apartment? UW: There are three main types of people who do so: Families with kids who do not want to stay in connecting rooms and would like to stay together; Expatriates who come to work here and are hunting for an apartment; and expatriate workers assigned in Kuwait for a short period. Q: Similarly, in your restaurants, do you have any specialty cuisine?
UW: Our restaurants are varied. Chit Chat is a very hip place frequented by the youth. Our main restaurant is Flavors, which serves buffets and is patronised by families. We don’t have a flagship restaurant because that would put the others in the shade. We have a new restaurant called Al Roshinah opening soon – an authentic Kuwaiti restaurant where Kuwaitis will be able to entertain their expat guests. It’s the first Kuwaiti restaurant in a five- star hotel. Q: What are your expansion plans? UW: Apart from the upcoming spa, we are seeking to offer bigger convention facilities. We want to provide good value. That’s why we don’t want to go over the top, since Kuwaitis are in general very conservative. We are also opening new hotels in Qatar and Salalah, Oman. We are also opening a new hotel in Kuwait called Safir Plaza on Balajat St. Q: How would you define the vision and mission of Safir Hotel and Residences? UW: We would like to be the leader in the hospitality sector in Kuwait, since we are based in Kuwait. Big international brands have one or two hotels here, but they are not leaders in the overall picture in Kuwait. We are looking at a Kuwaiti approach. In 3 to 5 years, we want to be a recognized brand in the MENA region. Q: Tell us something about your experiences.? UW: I left Switzerland when I was 25 years old. I have been working in Islamic countries for 17 years – Indonesia, Malaysia, Pakistan, and now Kuwait. Q: What does your typical working day entail? UW: I’m in the wrong industry to tell you how a typical workday looks like - every day is different. Something that I have here as a routine is communicating. At 8:30 am I meet department heads for a daily briefing. I also have several other activities throughout the day. One of them is that I tour the whole hotel, examining both the hardware and services. There’s always a part of the day that I allocate to guests. I meet them and try to get their feedback. I also go out sometimes for sales calls – be they oil firms, embassies, multinationals etc. My day ends anywhere between 7 pm to 11 pm. Q: What occupies your time outside work? UW: I like long-distance running. I used to play football quite actively – was a goalkeeper. About five years back I started to train for half marathons, then I started running marathons, and even a climbathon. Inshallah, I’ll be running my first marathon in the Middle East in Dubai next year. I also spend as much time as I can with my family – cooking, taking my daughter biking, playing board games etc. Another hobby is cooking – I used to be a chef before I decided to go into senior management in 1997.
Q: How would you describe the beautiful country that you call Switzerland? UW: Best in the world! (Laughs) It is only after I left Switzerland and returned a few times that I realised the beauty of Switzerland. It’s a safe country. Q: What similarities do you find between Kuwait and Switzerland, and what dissimilarities? UW: Size obviously. Switzerland is two and a half times the size of Kuwait. However, 60 percent of Switzerland’s landmass is unusable. So this makes both the countries similar in size. Also, both countries have some very distinctive qualities and they are focusing on these qualities. Kuwaitis have been traders for thousands of years. I’ve never heard of an unsuccessful Kuwaiti investment policy. The Swiss too have always been in the limelight for their banking practices. At the end of the day, the measurable is always the money. Q: Could you please provide us a brief history of your education and career? UW: I have the equivalent of a technical diploma of a chef. Being loyal to the industry, I worked myself up. Then I decided to move into management, but I realised this education was not enough. So I sought to enhance my knowledge, and in 1998 went to Cornell to do a course in food and beverage management. I’ve also had some mentors in my life. After my apprenticeship, I worked in Swiss kitchens until I was 25, then left for the Far East. I was in China, then Malaysia, then Vietnam. Back to Switzerland, then headed to Pakistan for three years. In 1999 I went to Indonesia, where I worked for 7 years. I then moved again to Malaysia and was later offered a job to set up a hotel management company. After one and a half years, I left and went back to what I liked to do. That’s how I ended up in Kuwait! Q: What is your experience and observation of Kuwait and Kuwaitis? UW: The first word is friendly, although some may label Kuwaitis as arrogant. I am in the service industry – if you are a Kuwaiti and live in Kuwait, you demand high standards. Some people misinterpret this. Kuwaitis also place a lot of emphasis on traditions, something that the modern world lacks, like respect for the elderly. Kuwaitis are conservative too, and are hanging on to their heritage and their roots. Kuwait has a very proud history.
Q: What advice would you give to someone aspiring to your position? UW: Hospitality – either you like it or you hate it. If you’re not sure, do something else. You may have to work on holidays too. If you think you can get your way – I don’t want to work on Fridays, I don’t want to work evenings, I don’t want to do overtime – then you’re in the wrong industry. Flexibility is very important. Switzerland 2010
47
Patriot
getting better with age. I think his big years will be when he is 26, 27, 28...” Federer himself dismisses talk of cracks in his armour. “I get asked if I’m motivated. It’s so silly,” he said before jinxing himself and losing in at the Indian Wells Masters in March 2007, ending his winning streak of 41 consecutive matches. “The motivation is as high as ever and it’s not going to go away any time soon, that’s for sure. For me, it’s the matches, the battle with your opponent on centre court, the fans, the excitement!”
He also described winning Olympic gold in the men’s doubles with Stanislas Wawrinka in Beijing four years later as a “big moment in my career”. The following month, September 2008, Federer helped Switzerland return to the Davis Cup World Group after relegation in 2007.
Pete Sampras, who won a mere 14 grand slam titles, said in July 2009 he thought Federer could end up with 18 major titles or more. “It definitely seems possible,” agreed Federer, who turned 29 in August 2010. “ I’m still young, in tennis terms. It’s only after 30 the clock starts ticking.” After all, Sampras and Andre Agassi won their final grand slam titles aged 31 and 32 respectively. Federer has also said he wants to keep playing at least until the 2012 London Olympics, which will hold the tennis competition at the All England Club. His motivation is that he wants his child to see him play on tennis’ grandest stage – and perhaps finally win Olympic singles gold.
Since becoming world number one in Feb 2004, Federer has focused on amassing trophies at the expense of the Davis Cup, the international team competition. But despite playing only two Davis Cup weekends (out of a possible eight) in 2005 and 2006, Federer is a definite patriot – he cites carrying the Swiss flag at the Athens Olympics in 2004 as one of the proudest moments in his life.
ROGER WINS WORLD TOURS FINALS!
The Federer effect,
Roger defeated Rafael Nadal at the ATP World Tour Finals in London 6-3, 3-6 and 6-1 today, defeating the current number one of the world at the in official World Championships!
fans and the future
In Oct 2006 red and white flags and partisan cheers filled St Jakob’s arena in Basel as local lad Roger Federer won his first Swiss Indoors title. But this outburst of emotion was in stark contrast to the generally muted reaction in Switzerland to Federer’s extraordinary global dominance. “It’s one of the most beautiful moments of my career,” Basel-born Federer said after winning the tournament where he once worked as a ball boy. “Although I always wanted to be a professional tennis player, I never dreamed that I would one day be champion here. It’s unbelievable.” But what effect has Federer’s success had on his fellow Swiss? After Boris Becker and Steffi Graf burst onto the scene in the mid-Eighties, young Germans couldn’t dust off rackets and get to their local clubs quickly enough. “There has been a ‘Federer effect’ in Switzerland, although I have to admit it came quite late,” Rene Stammbach, president of the Swiss Tennis Association, told swissinfo. “Swiss tennis had a difficult period regarding membership between 2000 and 2005 because of other sports and interests such as the Internet – but tennis came back. In 2006 the number of juniors went up significantly and there was a consolidation this year of six per cent. This is certainly related to Federer’s career.”
Ambassador
In April 2007 Federer became the first living person to feature on a Swiss stamp, but the first public recognition in the way of plaques or statues didn’t come until June 8, 2009, the day after Federer
48
Switzerland 2010
won the French Open for the first time. It was then confirmed that Basel’s international tennis venue, the St Jakobshalle, would be renamed the Roger Federer Arena following a planned renovation. “The Swiss are quite reserved concerning genius,” admits Stammbach. “They are very conservative – it takes a lot to get people enthusiastic. But I think Roger has come a long way and the public has realised that what he is doing is really outstanding.” Federer has been named Swiss Sportsman of the Year four times but isn’t that because there’s no one else to vote for? Rene Stauffer, author of “Quest for perfection: The Roger Federer Story”, doesn’t think that’s fair. “I think the Swiss are very proud [of Federer] – maybe they don’t show it the way other nations would, but when I speak to people I always sense an unbelievable admiration for Roger,” he told Swissinfo. “They realise they’ve never had a star like this before – and I think that’s the common feeling that the Swiss have: what an ambassador he is for the country.” Indeed, when Federer won his sixth Wimbledon and record-breaking 15th grand slam title in July 2009, the Swiss press ran out of superlatives. “Switzerland is a country searching for its identity and many people have forgotten what traditional Swiss values are,” wrote the Zurich-based Tages-Anzeiger. “Federer embodies many of them: hard work, perseverance, single-mindedness and keeping one’s feet on the ground.” Federer won his 16th grand slam title in January 2010 at the Australian Open.
Danger of burn out?
Bjorn Borg, who had a similar psychological profile to Federer, retired unexpectedly at 26 having lost his passion for the game. Borg returned to Sweden and ended up selling Y-fronts, but few experts believe there is a danger of Federer launching an underwear range in the near future. “I think Federer’s on a mission, he’s on a quest. He’s so cognisant of the record books that I don’t think he’s going to lose that hunger until he breaks Sampras’ [grand slam title] record – if then,” Roland Carlstedt, chairman of the American Board of Sport Psychology, told swissinfo in 2007. “The danger [of burn out] is always there if you throw injury into the equation. I think many burnouts are more an off-court life dynamic – you might have problems with your girlfriend or someone in your immediate family could become ill,” he said. “But I know the Swiss mentality and I’ve noticed that at the upper-level achievers are very well grounded. There are good support systems – the Swiss developmental process fosters greater societal stability, which transfers to the individual.”
Best to come
As for the future, Federer’s former part-time coach Tony Roche said: “Roger is like a good red wine: he’s
Roger has won the prestigious seasonending-event five times now after his last victory in 2007. He certainly proved that he is hot for the 2011 season. “I am already looking forward to the training starting beginning of December. The start of the season won’t be easy as I will have to defend my title at the Australian Open, my only Grand Slam title this year. And staying uninjured will also be an important aspect,” Roger said. Roger played his absolute best today, attacking with his forehand and serving well throughout almost the entire match. After the two players split the first two sets, each breaking the other’s serve once, Roger had the first opportunity to break in the third set when Nadal sent a forehand wide in the fourth game. Our champ then took advantage of a second serve to race the net and Nadal drove a forehand pass wide to give Roger a 3-1 lead. Roger then held serve and gained two break points in the next game. He needed just one to grab a commanding 5-1 lead after Nadal netted a backhand. He then opened a 40-0 lead in the final game before Nadal won a point, but Roger smacked a forehand past the Spaniard, not sure whether it was in or not at first, celebrating his victory as he saw the linesman’s hands were still held together. 28.11. 2010 | Tennis Switzerland 2010
49
“125 YEARS – YOUR COMPANION FOR LIFE”
the Amazon; on a trip through time and space in the Space Shuttle.
MULTI-FUNCTIONALITY WITH THE SWISS ARMY KNIFE
I
n 1884, the cutler Karl Elsener opened his own workshop in Ibach, a small village in the heart of Switzerland. During the following decades, this new venture evolved into a globally oriented enterprise. Just seven years after founding his company, Elsener supplied the Swiss Army with a Soldier’s Knife for the first time – and started a remarkable Swiss success story. 125 years later, Victorinox is still in the hands of the Elseners. This family business is now run by the third and fourth generation. Besides the familiar and popular Swiss Army Knife, Victorinox today produces household and professional knives, precision timepieces, design-driven yet functional fashion, high-quality travel gear, and fragrances, which all convey a
50
Switzerland 2010
sense of ‘Swissness’. All of the products from the House of Victorinox have one thing in common: They are an expression of a Victorinox philosophy based on solid values. Impeccable quality combined with great reliability, consistent functionality with innovation, refinement with absolute perfection and iconic design. Under the motto “125 Years – Your Companion for Life”, Victorinox celebrated its 125th anniversary. Victorinox accompanies people through their lives. The Swiss Army Knife, which wrote history as an ingenious invention, accompanies people every day and is with you wherever adventure calls: on the Arctic ice of the North Pole; on Mount Everest, the highest peak on the globe; in the tropical rain forests along
However, being a “companion for life” also has another dimension for Victorinox that goes beyond the world of products. The company stands by its employees, who honor the security offered to them with loyalty and a sincere willingness to pitch in. Many Victorinox workers have been with the company for 20, 30, or more years; some spend their entire working career with the brand. Respect, truthfulness, openness, and solidarity are the underlying pillars of the corporate culture. And finally, “companion for life” also means taking care of the environment. Victorinox celebrated its 125th birthday with various internal and external activities. These included a roadshow at a number of different locations in Switzerland, Germany and other countries, as well as an Anniversary Collection made up of products from all six product groups. In the beginning, there was just a knife. In 1891, Karl Elsener supplied the Swiss Army with the legendary Soldier’s Knife for the first time. In 1897, he legally registered the name Swiss Officer’s and Sport Knife.” Both knives arose from the idea of creating a product that would combine various functions, which could serve different purposes. Victorinox was far ahead of
its time with this concept, because the drive for more multi-functionality than ever only really began to push product development in various spheres of life at the dawn of the 21st century. Four Victorinox classics was re-launched in a special anniversary look to mark the company’s 125th year: The Classic model, the indispensable key ring; the Climber, a popular model with 14 functions; the CyberTool, a model of the spirit of innovation at Victorinox; and the beloved SwissCard, which has already won the much sought after red dot design prize in the Best of the Best category. The anniversary logo is etched into the primary blade on each of these knives, and the world-famous Victorinox emblem, the cross and shield in gold, is on the red handle. All products come in festive packaging as befits an anniversary edition. The showpiece of the Anniversary Collection, however, is an original replica of the very first Soldier’s Knife delivered to the Swiss Army in 1891. This knife comes in a limited edition of four times 1884 pieces and is specifically intended to pay homage to the early years of this remarkable Swiss company. For Further Inquiries: www.victorinoxswissarmy.com
Switzerland 2010
51
d n a l r e z t Swi
e r t n e C l a i c n a n i F r o j
A Ma
W
hen you mention Switzerland, most people automatically think of mountains and cheese, with banks coming a close third. This is not surprising given that the Swiss financial centre is a central pillar of the Swiss economy, generating over 11 percent of Swiss GDP. At the end of 2009, some 199,000 people (full-time equivalents) – or 6 percent of Switzerland’s total working population – were directly employed by banks, insurance companies and other financial institutions. The term “financial centre” generally refers to major cities like New York and London, which have a dense network of banks, financial companies, stock exchanges, insurance companies and international trading firms. Either these centres boast a high concentration of myriad financial services or they specialise in specific areas of the industry. Switzerland’s financial centre has three main hubs Zurich, Geneva and Lugano.
Players and services
The key players in the Swiss financial centre are the banks. One of their core businesses is asset management. The volume of assets under management in Switzerland is CHF 11,300 billion – practically 10 percent of worldwide assets under management –making it the third-largest financial market after the US, with CHF 49,200 billion, and the UK, with CHF 13,400 bn. However, in terms of cross-
52
Switzerland 2010
border private wealth management, Switzerland takes the lead with CHF 2,300 billion, which equates to a market share of 27 percent. The second most important players are insurers. Close to 70 percent of their global premium income is generated overseas, indicating a high degree of internationalisation. Swiss insurance companies have increasingly specialised in re-insurance, i.e. where an insurer insures other insurers, making Switzerland the fourth largest re-insurer in the world. The Swiss financial centre is also a major international force in currency trading, commodity trading and the management of funds of hedge funds. However, in other financial services, such as the funds business, institutional asset management, investment banking, as well as commerce and corporate banking, it continues to play only a minor role.
and had developed a robust network of international monetary transactions, which would later form the cornerstone of the Swiss banking system.
A centuries-old tradition
In the wake of the political upheaval that took hold of 18th century Europe, Switzerland, and particularly Geneva, became a financial refuge for those seeking to escape the consequences of the revolution; it is even said that Napoleon I was a client of one of Switzerland’s banks. Having attracted so much capital, it did not take long before Swiss banks became major players in the international financial market. They would also help considerably to fund the industrial revolution. The 19th century also saw the emergence of the first commercial and industrial banks.
Banking has a long tradition in Switzerland dating as far back as the end of the Renaissance. Thanks to its geographical location in the heart of Europe as well as its economic and political stability, Switzerland has succeeded over the centuries in making a name for itself as an international financial centre, which is prized for its outstanding expertise and discretion. During the 17th century, Swiss traders gradually began to specialise in the overseas investment of huge private and public capital, which had been raised through foreign military service, early industry and trade. Before long, they had built up excellent business connections in all of Europe’s major cities
Among their most loyal clients were the kings of France whose financial needs were virtually insatiable. From the outset, this working relationship depended on total discretion, since it could never become public knowledge that the French Catholic royalty borrowed money from Protestant “heretics”. This code of conduct, which protected privacy in financial matters, would later be referred to as banking secrecy or, to put it more accurately, bank client confidentiality.
The turn of the 20th century heralded a new era of prosperity. As a result of tax hikes across Europe,
capital began to flood into Swiss banks, as European citizens attempted to outwit the voracious taxman. Their legendary discretion would put Swiss bankers at a considerable advantage over international competitors. As a result of the global economic crisis in 1929, Switzerland came under growing pressure from many European countries, anxious to curb tax evasion. Far from seeing its influence undermined, the Swiss financial centre was able to consolidate its position thanks, in part, to the decision of the Swiss parliament in 1934 to codify banking secrecy. The two world wars allowed the Swiss financial centre to assert once and for all its standing as a leader in asset management. Since it did not take part in the fighting, Switzerland managed to emerge from the war years with one of the strongest currencies in the world, a lenient tax system and political institutions renowned for their stability. These factors, coupled with its respect for privacy in financial matters, earned Switzerland the reputation as a safe haven for international capital. During the entire second half of the 20th century, the Swiss financial centre enjoyed a period of sustained growth. The success of the financial services industry has always depended on a favourable environment. Enduring political and macroeconomic stability, as well as a longstanding rule of law were major plus points for the Swiss financial centre. Having said that,
Switzerland 2010
53
the success of the Swiss banks is also due to more elemental factors, such he liberal stance of most Swiss people on economic and social issues, their uncompromising respect for private property and their special attitude to money, which is characterised by modesty and discretion.
Banking
Banks and financial institutions play a key role in the Swiss economy. The Swiss franc is among the world’s most stable currencies. The Swiss capital market is one of the most important in the world, and the two major Swiss banks – UBS and Credit Suisse – are major forces in the global financial market. In 2009, the Swiss financial sector employed 195,000 people, or 5.8 percent of the entire Swiss workforce. In addition, the major Swiss banks employ several thousand staff overseas. The Swiss financial sector also exerts a major indirect influence on employment in other sectors of the Swiss economy. The Swiss are also world leaders in offshore private banking. In 2007, they managed close to 27 percent of all private offshore funds. Indeed, one third of UBS and Credit Suisse profits are generated by their offshore banking services.
The Big Two
At the end of 2008, there were 327 banks in Switzerland, including branches of foreign banks. However, the home market is dominated by two banking goliaths - UBS und Credit Suisse. Together their share of domestic deposits and loans stands at over 30%, and their total assets are some six times higher than Switzerland’s Gross Domestic Product (GDP).
Cantonal banks
Switzerland’s cantonal banks are independent financial institutions. There are 24 cantonal banks in Switzerland, i.e. one for every canton, with the exception of Solothurn and Appenzell Ausserrhoden. The cantons either own the bank outright or are the majority stakeholder. Historically, the role of these banks was to strengthen and support the economy of their home canton through the provision of lowcost loans. These banks still operate primarily in their home canton, but are linked together nationally in the Cantonal Banks Group.
Private banking
Private banking is a centuries-long tradition in Switzerland. The first recorded private bank dates back to the 17th century. Private bankers assume unlimited liability for their business; if they go bankrupt, they can lose their entire private fortune. With the evolution of the banking market, private bankers are facing ever stiffer competition from the major banks, which now offer similar services.
Cooperative banking
Switzerland also has a network of cooperative banks, with 537 branches mainly in smaller towns and villages. Based on the “Raiffeisen model”, all branches operate completely independently, and their members not only take part in decision making
54
Switzerland 2010
but also bear joint responsibility for the fortunes of their branch.
Islamic banking
The first Islamic private bank, the Faisal Bank, opened in Geneva in 2006. Targeting wealthy non-Swiss and Islamic customers, it offers asset management services compatible with Islamic banking practices. Several Swiss banks now have branches in the Middle East offering similar services.
Banking secrecy
No other aspect of the Swiss banking system is surrounded by so many myths, legends and mistaken ideas as banking secrecy. For some, Swiss banking secrecy is a Swiss trademark, as impregnable as a fortress. For others, it is a dubious, even harmful institution that must be fought politically. Both perceptions collide with reality – the first standpoint is positively exaggerated, while the second is negatively charged.
The reality is different.
Banking secrecy forbids Swiss banks providing third parties with information about their clients. In some ways, banking secrecy is for bankers what the Hippocratic Oath is for doctors. In other words, it is there to protect the client, not the bank. The bank alone cannot lift banking secrecy. However, the client may relieve the bank of its duty of confidentiality and allow or even require it to disclose information covered by the banking secrecy law. Bank employees who violate that duty may be jailed or fined.
Background
Banking secrecy is borne out of a long tradition of discretion, on which the reputation of Swiss bankers was forged. Since 1935 it has been expressly incorporated in Swiss law. However, banking secrecy is not exclusive to Swiss legislation: it exists in several other countries with a highly developed banking and finance system, even if it is applied differently.
Limits
There has always been a limit to Swiss banking secrecy: neither money launderers nor terrorists can hide behind it, nor can anyone suspected of corruption or other serious offences. Numerous provisions of civil law, debt collection and bankruptcy law, criminal law, administrative criminal law, and mutual assistance in criminal matters provide for exceptions to banking secrecy. Accordingly, banking secrecy can be lifted against the client’s will on the order of a judicial or supervisory authority. Furthermore, in March 2009, the Swiss government decided to withdraw its reservations to Article 26 of the OECD Model Convention with respect to administrative assistance on tax matters. Consequently, Swiss banks may supply information on a case-by-case basis to a foreign tax authority in response to a specific and substantiated request. However, this does not affect the protection of personal privacy. Switzerland 2010
55
Combating financial crime
Switzerland participates at the front lines internationally in the fight against cross-border financial crime, and it has potent mechanisms at its disposal for combating money laundering and the funding of terrorism. For example, it actively participates in the Financial Action Task Force (FATF). Through its efforts and successes against corruption and terrorism, the FATF contributes to the integrity of the financial centre. The Anti-money Laundering Act requires that banks and other financial institutions follow extensive due diligence procedures. This includes identification of the contracting party and the origins of the money placed in their accounts. In cases where money laundering is suspected, the banks must notify the authorities and sequester any suspected money. These same instruments are used to combat terrorist funding. Swiss banking secrecy offers no protection for assets acquired illegally by dictators, potentates, and other politically exposed persons. The days of Marcos, Abacha, Mobutu and the like are long gone. Switzerland does not have any anonymous numbered bank accounts and has enacted effective legislation both to protect its financial centre against such unwelcome assets and to ensure the transparent return of such funds to their country of origin. Its efforts rely on preventive measures and legal redress. By introducing legislation to protect its financial centre against the influx of such funds, Switzerland was pioneering. Since then Swiss regulation has proved itself to be extremely efficient. In the last 15 years, Switzerland has sequestered some CHF 1.7 billion and returned it to the appropriate states – considerably more than any other financial centre.
International cooperation
Switzerland belongs to international bodies such as the Financial Action Task Force (FATF) and the
56
Switzerland 2010
UN, which are actively involved in the fight against money laundering, corruption and illegal funds. Switzerland’s regulatory framework to preserve its integrity is based on internationally recognised standards.
International commitment
A stable international financial system is vital for an open, export-driven economy like Switzerland‘s. This is why Switzerland has long been committed to ensuring the stability of the international financial market by actively participating in the work of international financial agencies and fora. The most important fora for international financial stability issues are the International Monetary Fund (IMF) and the Financial Stability Board (FSB), whose members are 12 countries with important financial centres.
International Monetary Fund
Within the IMF, Switzerland heads up a constituency group that includes Poland, Serbia, Azerbaijan, Kyrgyzstan, Uzbekistan, Tajikistan and Turkmenistan. Through its seat on the Executive Board, Switzerland participates in the innermost circle of the IMF. Since autumn 2008, the IMF has passed a whole series of financial aid packages which contributed to easing the current financial crisis. However, if the IMF is to continue tackling crises in the future, an expansion of IMF resources will be required. Switzerland is willing to show solidarity and participate in a concentrated expansion of IMF resources.
Financial Stability Board
Membership of the Financial Stability Board gives Switzerland the possibility to participate in the dialogue among the most important financial centres in the world, and to share its experiences. The FSB is concerned with stability-related topics as well as questions of financial market regulation and supervision. Switzerland supports this work energetically, and is also engaged in related work of the Bank for International Settlements and in the international committees of the financial market supervisory authorities.
The Swiss in general had to wait several decades before wandering Italian “cioccolatieri” brought the drink to Switzerland. The first chocolate manufacture was set up around 1750 by two Italians in a former paper mill near Bern, the Schermenmuhle. It was not a great success: the locals did not take to it, and the mill was soon given over to producing flour instead. Nevertheless, before the end of the century other factories appeared in western Switzerland - Vevey, Morges and Lausanne - and in the Blenio Valley in canton Ticino. The first chocolate shop in Switzerland opened in Bern in 1792.
Switzerland’s trump cards
Swiss Chocolate:
Feast for the Senses
S
Switzerland is a small mountainous country, whose climate is anything but tropical. It never had any colonies in cocoa-growing countries in South America, or Africa, or anywhere else. It may seem surprising that it has become one of the world’s leading chocolate manufacturers. Heinrich Escher, mayor of Zurich, was introduced to chocolate in Brussels in 1697 and brought it back home, where it was discreetly consumed at the feasts of the various guilds which ruled the city, until the Zurich Council banned it in 1722 as unfit for virtuous citizens. (It had a reputation as an aphrodisiac.)
58
Switzerland 2010
Although Switzerland doesn’t have a tropical climate and never had any colonies, it had two major advantages when it came to the manufacture of chocolate. In the first place, it has abundant water resources with a flow fast enough to drive machinery. Many of the first chocolate makers set up their businesses in converted flour or saw mills; others built new factories on the banks of rivers. And in the second place, it is crossed by major trade routes, so although it is landlocked, raw materials could be easily imported. Thanks also to these routes, the Swiss were open to the world. Italy was particularly important as far as chocolate was concerned, with chocolate makers - cioccolatieri bringing their skills to Switzerland, and Swiss apprentices going to learn their trade in Italian cities like Turin. Later, in the 19th century, ever increasing tourism brought an influx of well-heeled foreigners - principally British - who become valued customers. The manufacture of chocolate was not welcomed everywhere. Where factories were established in towns, the neighbours soon started complaining of the smell. Manufacturers who set themselves up outside inhabited areas were
not always any more popular. Philippe Suchard’s factory made such a din in the narrow Serriere valley just outside Neuchâtel that a tailor who lived nearby found it unbearable and one evening blocked the wheel: the chocolate hardened overnight, and when Suchard tried to set the machinery in motion again everything broke.
Change and development
The 19th century was the age of development. It witnessed great changes in chocolate production, in particular the switch from drinking to eating chocolate. Automation brought down the price, and far more people were able to afford it. After decades of gradual evolution, the Swiss chocolate industry took off in Swiss breakthroughs the last years of the century. The The Swiss pride themselves number of workers in the industry on their inventiveness and increased more than tenfold entrepreneurship. Although between 1888 and 1910. various breakthroughs in the technique of chocolate processing The boom affected manufacturers came from manufacturers all over in different ways. Many of the Europe and the United States, the established companies started Swiss were responsible for several looking for outside sources of of them. capital and/or merging with each other. Other manufacturers The following achievements are simply went bankrupt. Although all claimed by Swiss chocolate as consumers we may not realise makers: it, most of today’s familiar brands • The invention of the mixer are all produced by a handful of which combined sugar and parent companies, like Nestle or cocoa powder Kraft Food. • The invention of the conch which made much smoother The process of amalgamation chocolate which started around this time • The tempering process, to did not happen overnight. To take prevent the formation of just one example, Daniel Peter, the crystals on the surface of inventor of milk chocolate, turned chocolate to external partners for finance in • Hazelnut chocolate 1896; his company then linked up • Milk chocolate with Kohler in 1904, and Nestle • Filled chocolate took a share of the capital of PeterKohler in 1905. Peter-Kohler joined up with Cailler in 1911. Nestle, though not a manufacturer itself at this time, was very much involved in the chocolate business: it not only provided the milk but also marketed the products of PeterCailler-Kohler. Not surprisingly, it took over the company entirely in 1929. Switzerland 2010
59
Some of the major manufacturers kept their independence for much longer; Suchard and Tobler did not merge until 1970; now, after a series of further mergers and takeovers they are part of Kraft Foods. On the other hand, LindtSprungli is still family-run, more than a century after Chocolat Sprungli of Zurich bought the business of Rodolphe Lindt of Bern. (Lindt was a bachelor and therefore had no heirs.) Sprungli paid the huge sum of 1.5 million gold francs for the trademarks and recipes.
Chocolate in the 20th century
The increase in chocolate production at the turn of the century occurred even though chocolate r e m a i n e d something of a luxury product. Although it is hard to estimate p r e c i s e l y , per capita consumption in Switzerland in 1905 was around one kilogram (two pounds) per year - less than one tenth of today’s figure. Much of the advertising was targeted towards wealthy foreign visitors. Even the young ladies who came from all over the world to polish their social skills in the “finishing schools” of western Switzerland were a favourite target, for Lindt in particular. Such people were doubly desirable as consumers: not only were they rich enough to afford chocolate in the first place, they would also spread its fame in their own countries when they went home.
Hard times
At the end of the First World War, the chocolate industry found itself gripped by crisis: the export market for military chocolate had collapsed and global demand for Swiss chocolate plummeted during the Great Depression.
60
Switzerland 2010
Twenty years later, restrictions on the import of sugar and cocoa during the Second World War would lead to chocolate rationing (1943-1946).
the only ones to enjoy it: it was sold to many armies. Even today chocolate is part of the standard Swiss army rations.
A new golden age
The two high points of the chocolate year are Christmas and Easter. Shops all over Switzerland are filled with chocolate Santas for the first and eggs and rabbits for the second. The standard versions are made in moulds; luxury versions are lovingly handmade. Special commemorative chocolates may be produced to celebrate one-off events, which also offer confectioners an ideal opportunity to let their creative spirit run wild. Take the EURO 2008 football tournament, hosted by Switzerland and Austria, for example. Shops were filled with chocolate footballs, players, boots, and even replica football grounds – pure heaven for all chocolate-loving footie fans!
Paradoxically, the war made chocolate more popular than ever. It stopped being regarded as a product for women and children, since men called up to guard the borders were given it in their rations. The competition between Swiss chocolate manufacturers was fierce, with each one trying to outdo the others by continually launching new products and lowering their prices. This was good news for consumers – before
long there was a chocolate bar to suit every taste and budget!
Military chocolate
One early customer for Swiss chocolate was the army, which included chocolate among its basic rations. Suchard first launched chocolate for the troops in 1876. A century ago Swiss chocolate was much appreciated by Russian officers fighting the Japanese in Manchuria. “It often happens during campaigns that you have nothing to eat, and then a little bit of Gala picks you up straight away,” wrote a Russian military nurse to Daniel Peter in 1905. Swiss and Russian troops were not
Elegance is expressed in the purest forms.
Presentation
Or special regional events find their expression in chocolate. In Geneva, people buy chocolate tureens filled with marzipan vegetables in December, to commemorate the “Escalade” of 1602, when the city beat off a night attack by the Duke of Savoy. The tureen represents the pot of soup which a heroic housewife, Mere Royaume, hurled onto the heads of the invading troops! During the annual Geneva International Motor Show, window displays in the city feature every imaginable type of car – in chocolate, of course! In Zurich, people buy chocolate replicas of the Boogg, a snowman effigy which is burnt as part of Sechselauten, a traditional festival, signalling the end of winter and the long-awaited arrival of spring.
Visit our showroom or request detailed information.
Showroom: Ghazali Street 1, Al-Rai Industrial Area, Kuwait Tel.:+965 24724643, 24758663, 24758664 - Fax:+965 24724657 info@alradwanfurniture.com, www. alradwanfurniture.com
Humanities and Social Sciences
Cutting Edge R & D at Swiss National Science Foundation
One brilliant scientist backed by the SNSF was Jean Piaget (1896-1980) His work, carried out in conjunction with Bärbel Inhelder, broke ground for a whole new field of psychology by providing insight into the unexplored realm of child consciousness. Piaget realised that children think and reason differently at different periods in their lives. Piaget’s experiments led him to identify the main developmental stages in children - from birth until about age 15 - by which time they are capable of logical thought on an adult level.
Peek-a-boo! At the first stage, Piaget noted that children are indeed not aware of any object that they cannot actually see. This is why parents can still play peek-a-boo with children until about age two - when a face is hidden, the child thinks it has suddenly ceased to exist. When it reappears a second later, it’s like magic!
F
For Swiss scientists of all trades, 2002 was a year to celebrate. It marked the fiftieth anniversary of the birth of the Swiss National Science Foundation (SNSF). With the help of this organization, Switzerland has been able to maintain its position at the cutting edge of research and development. The SNSF backs scientists in their inquiries into a range of areas. It divides its support into four major divisions: Humanities and Social Sciences; Mathematics, Natural and Engineering Sciences; Biology and Medicine plus the National Research Programs division, devoted to interdisciplinary studies addressing problems of national concern.
The history of the SNSF Before the creation of the SNSF, each canton had been responsible for funding research at its own institutes and universities. This was characteristic of Switzerland’s federal system; however, the limitations of the cantonal budgets meant that scientists in many fields were getting a raw deal.
62
Switzerland 2010
A committee set up by Dr Alexander von Muralt - then president of the Swiss Society of Natural Sciences campaigned ardently for federal funding of research in all academic fields. Their efforts were eventually rewarded in 1952 when parliament approved the proposal to establish the Science Foundation. Now, two councils made up of 65 scientists would decide on a national level which research projects would be funded. Parliament granted them millions of Swiss francs - 4 million in 1952 and 377 million in 2001 - to distribute per year. Outside institutions also donated generously to the fund. The founding of the SNSF was, of course, a triumph at the time, but even today the organization faces many challenges.
Threats to Swiss researchers On leaving office in 1968 Muralt, who had become the first chairman of the SNSF Research Council, said that its goal should be to ensure that Switzerland maintain its high-profile position “in the great orchestra of scientific research.” That has been an increasingly difficult position to maintain. Many young, talented Swiss minds are drawn to the larger research grants and greater freedom and flexibility other countries are willing to give them. In particular, they flock to the United States, where the career prospects for scientists are currently better than in Switzerland. Whereas in the US universities are putting more and more money into research grants, academic research in Switzerland has hardly seen any funding increase in recent years.
New games, words, and quick hiding places In the second stage (age 2 until about 7), children are able to think of one object as representing an other. For example, they can pretend that their toy car is driving over a bridge rather than just a sofa. In addition, children acquire language skills at this age because they are now able to think about things that aren’t right in front of them. They begin to use words in order to refer to objects they can’t see. Children in the second stage are still egocentric, though. That is, it is hard for them to take on another person’s point of view. Three-year-olds who are in trouble will often react by hiding their face in their hands. The logic at this age is, basically, “If I can’t see them, they can’t see me - I’m safe!”
Our little baby’s almost grown! From about 7 to 11years old, children start to have a better grasp of time and space, and by around age 12 they are on their way to thinking like an adult more easily able to use logic and complex strategies to solve problems. By around age 15, this process should be complete.
Mathematics, Engineering Natural Sciences
and
What would Switzerland be without its mountains? It’s certainly hard to imagine this part of the Swiss landscape missing. Even stranger is the idea of the whole country underwater - would Heidi have spent Switzerland 2010
63
Schwab’s major breakthrough came in 1988. Until then, it was believed that spinal cord, once damaged, could never regrow because - unlike other parts of the body - it contains no ‘nerve growth factors’. However, Schwab discovered another reason why damage to nerve cells of this area had always been permanent: two proteins that inhibit the cord’s regeneration. Two years later, he succeeded in blocking these inhibiting proteins, thus allowing spinal cord in rats to regrow. Instead of using surgery to accomplish this, he gave the rats an antibody that acted against the proteins. her days swimming around instead of frolicking in the Alpine meadows? Hard as it is to picture, the land that is now Switzerland really did used to be covered by ocean, so what happened? How did a mountainous landscape rise from the ocean?
Unearthing clues under the sea Swiss scientists have long known that material for the Alps came from the ocean floor - how else to explain the seabed rocks they found high in the mountains of Switzerland? Thanks to the SNSF’s support of the Glomar Challenger, they had ample opportunity to confirm their theories as to how this had happened. The Glomar Challenger was the vessel for an international deep-ocean drilling project, in which geologists from Zurich, Bern, Basel and Geneva took part. On the Glomar, they were able to drill up to 750 m below the ocean floor. After analyzing the samples they had gathered this way and determining their age, these Swiss researchers were finally able to understand the details of this process.
Piecing puzzle
together
the
continental
The clues came together to tell the following story: The African continent was originally attached to the American one, but it later broke off, drifting slowly towards what is now Europe. This was all due to shifting of the large plates of rock that make up the earth’s crust. Eventually, a collision occurred - the African rock plate pushed against that of Europe. The pressure caused both to rise up where the two of them met. The lovely Mediterranean Sea ... was once a desert? The origin of the Alps was actually one of many geological mysteries investigated by the ocean project, which ran from 1968 to 1983. One thing scientists had wondered about was the history of the Mediterranean Sea. Studies on dry land had already
64
Switzerland 2010
shown that it had at some point already receded and then expanded again, but only after using the Glomar to drill into the seabed were they able to see the big picture. The thick layers of salt they came across were an unexpected find - a sign of evaporation on a massive scale. The sea had clearly dried out entirely at some point. Actually, this turned out to be another result of Africa’s drift towards Europe. As Africa moved northward, it had closed the Strait of Gibraltar. As a result, water that evaporated from the Mediterranean was no longer replenished by water from the Atlantic. This steady process of drying out left the former sea nothing more than a vast desert valley. It was not until 100,000 years later that Atlantic waters once again began to make their way through the Strait of Gibraltar, gradually transforming the barren basin to the impressive sea we know today.
Biology and Medicine The man who was Superman, actor Christopher Reeve, followed Swiss science closely. Paralyzed from the neck down after a riding accident in 1995, he placed his hopes in Zurich-based neurobiologist Martin Schwab’s research into nerve cell regeneration. Schwab, a member of the SNSF Research Council, was the first scientist to be awarded the Christopher Reeve Research Medal in 1996. He has succeeded in regenerating nerve fibers in rats, and continued experimentation in this area has provided hope for humans with spinal injuries. Reeve hoped that the work of Schwab and other European and American neuroscientists would one day allow him to breathe on his own, move his arms, and possibly even walk again. Sadly, the actor died in 2004 without seeing his dreams fulfilled, although he lives on as an inspiration both to scientists and to other sufferers from spinal injuries.
Four years later, he treated spinally injured rats with both the antibody and a growth-promoting chemical. By the time of Christopher Reeve’s death, Schwab was optimistic that the first clinical trials on paraplegic patients were “relatively close”. Superman could leap tall buildings with a single bound; science moves in small steps but the end result is no less impressive.
National Research Programs One reason that funding for the SNSF has become such a problem is that people are constantly questioning the relevance and usefulness of such projects. That is why it so important that scientists not only publish their findings, but also use them as the basis for programs and technology that will benefit society -and make sure that everybody knows it. This is the goal of the National Research Programs (NRPs), which are projects with practical applications for Swiss society as a whole.
many researchers in the field of life sciences now have a way around this problem. In 1994, the SNSF started the “Swiss Priority Program: Biotechnology” (SPP Biotech). SPP Biotech is basically an exchange program between universities and companies. The companies provide funding for the research. They can then turn the scientists” discoveries into concrete products that will help the public. One such “technology transfer” resulted in the test for mad cow disease that is now used throughout Europe. In 1996, SPP Biotech division of the SNSF supported scientists who were developing such a test. The next year these scientists wanted to turn their findings into a marketable product, so they took advantage the technology transfer program, founding their own company, Prionics. The breakthrough for Prionics came in early 2001, when the entire European Union began monitoring its beef for mad cow disease. At that point, their rapid test became a crucial technology, and Prionics began to work with the pharmaceutical company Roche in order to develop it further. Thanks to the success of this collaboration, Prionics Check is now sold worldwide.
Matters of the heart The first such project, 1978-1980, was a study of cardiovascular disease among the Swiss. Up until then, research had focused on treatment; this groundbreaking study was the first to consider prevention. Today, regular exercise and healthy diet are taken for granted as ways of avoiding heart problems. Actually though, it is only relatively recently that such practices have become widespread. In Switzerland, awareness of ways to decrease the likelihood of heart disease came primarily from this first NRP. The findings were quite simply that the best solution to the country’s health problems was to teach people how to start living more healthily and to encourage them to do so. Bringing science to life, keeping mad cows at bay Government funding for scientific research has become increasingly scarce in recent years, but Switzerland 2010
65
T
he little mediaeval town of La Gruyere perches picturesquely on a hill. Groups of tourists throng the car-free cobbled lanes, selecting fondue mixtures, buying t-shirts embroidered with smiling cows and savouring raspberries with whipped cream. As they wander past the lovely old houses, up towards the castle, they stop in amazement. On the ancient walls a poster of the alien greets them, announcing ‘10 years of the HR Giger Museum.’ And opposite is the HR Giger bar, where giant skeletal arches swathe the vaulted ceiling and guests enjoy their drinks sitting on chairs that were designed for Harkonnen extraterrestrials. ‘We feel like Jonah in the whale,’ says a young couple, smiling but it’s very cosy.’
R H
M U SE
U M R
E G GI
GIGER POLARISES
The feeling of ‘Jonah in the whale’ carries over into the museum, but not in a particularly comfortable way: murky floors covered in hieroglyphs, black walls, pictures and sculptures that both fascinate and repel, but always captivate, thanks to their minutely detailed and exceptionally elegant aesthetics. ‘Giger is the greatest,’ exclaims an excited visitor, before hurrying to the next picture. ‘Striking but morbid,’ is the opinion of an elderly gentleman, ‘but I’m impressed by his technique.’ Without doubt, Giger polarizes people. In this picture-postcard setting his museum and bar seem to be from another planet, a provocative contrast that puts the ‘real world’ into perspective. In any event the visitor – to put it mildy – definitely leaves behind the world outside when they enter Giger’s empire, ruled by the huge alien and filled with the artist’s designs and models. HR Giger received an Oscar in 1980 for Best Achievement in Visual Effects for his unearthly landscapes and figure of the alien that he designed for Ridley Scott’s blockbuster movie of the same name. A copy of the Oscar stands in a niche in the museum, close to the black Harkonnen dining table and chairs, under a suspended railway – each wagon a skull. Giger was also significantly involved in subsequent films, such as Alien III and Poltergeist II and he designed the extraterrestrial beauty, Sil, for the film Species.
THE MECHANICS OF LIFE
SCH. For the past ten years an alien monster has inhabited La Gruyere, the idyllic little Swiss town famous for its fondue – or, more precisely, inhabited the HR Giger Museum in Schloss Saint-Germain. For the alien’s creator, and lord of the castle, is the master of fantastic realism, HR Giger. 66
Switzerland 2010
Giger’s pictures represent an impressive, often tortuous, symbiosis of man and machine – his biomechanoids – representing Eros and death. In the living Giger emphasises the mechanical, in machines the life? Pictures feature landscapes composed of babies’ heads, of metal parts and skull. Enigmatic beauties, with horns, embraced by octopus tentacles, gaze out at the observer, staring through him towards some undefined infinity. Birth Machine speaks of over-population; scenes from Necronomicon and Dune; Passages tells of bad dreams. What kind of person is this artist? Switzerland 2010
67
FASCINATION WITH CASTLES AND MUMMIES
HR Giger grew up in Chur and was destined to be a pharmacist like his father. But, even as a boy, he was fascinated by castles, fortresses and secret passages, and especially by the mummy of an Egyptian princess exhibited at that time in the vault of the Raetian Museum in Chur. He studied architecture and industrial design at the School of Applied Arts in Zurich and began to produce ink drawings and oil paintings, but then discovered the airbrush technique. This was the key to his most famous pictures and sequences, from which he also compiled his tarot cards. His posters sold around the world, he designed record covers for Dead Kennedys, Debbie Harry and Danzig, and he became internationally famous through his film work.
THE KING OF HORROR
‘With Alien I was labeled the King of Horror and my critics have called me a «window dresser»,’ says the artist, thoughtfully. He sits in one of the Harkonnen armchairs in the terraced house in Zurich which he shares with his wife, Carmen Scheifele, director of the museum. And the feeling of being Jonah in the whale recurs: everything is black, skulls, urns, catalogues, a large picture for a dead artist friend. A small Siamese cat plays nearby. ‘That’s Muggi,’ says Giger in introduction, white hair framing an open and sensitive face, black clothes. Amiable, charming, not really how one might imagine the ‘king of horror’. ‘But now,’ he says, returning to the subject, ‘I’m slowly being recognized by the established art scene.’
MONUMENTAL BODY OF WORK
Is he understating the case? Giger’s exhibitions are frequent, his publications numerous. The Deutsche Film museum in Frankfurt, Germany, is mounting a
68
Switzerland 2010
large exhibiton of his film designs, from the end of January until 17th May 2009, after which it moves to London and Paris. In 2007 the Bundner Kunst museum in his hometown, Chur, mounted the first retrospective in Switzerland of his work: HR Giger – Before Alien, 1961-1976. This followed large exhibitions in Paris, Prague and Vienna. In Chur he was awarded the prestigious Willy Reber Art Prize at the end of 2007 for his ‘monumental body of work’. Giger nods in agreement. ‘I’ve heard nothing much from Zurich yet, but now the alien is 30, and I’m almost 70, so maybe…’ He laughs.
WAITING FOR THE HORSEMEN
It seems now that HR Giger has permanently laid down his spray gun – his ‘airbrush’. He has not painted since 1992. The pictures weren’t getting finished,’ he says, ‘I was only making things worse.’ Since then he has sorted through his extensive catalogue of work, gathered together pictures for exhibitions, written down his dreams, sketched in his diary. Nightmares? He recalls how he processed a recurring dream of suffocating in Passages, in Nightmare it was bathroom phobias. ‘No, no now I’m doing well,’ he says, trying to entice the cat down from the shelves onto the table, ‘just now and again I have a suffocating dream about a tomb, or of falling down into the depths.’ But actually the dreams wouldn’t influence his work much. ‘The situation dictates what I do.’ Giger doesn’t discount the possibility that he may paint again one day. ‘I think about the four horsemen of the Apocalypse. I have prepared everything in my studio for work. I have to by ready when the muse strikes,’ he says. And it will come to him at night, because he sleeps during the day. www.hrgigermuseum.com
YOUR TRAVEL PARTNER WORLDWIDE TICKETING HOTEL RESERVATIONS RESORT RESERVATIONS INCENTIVE TOURS MEDICAL TREATMENT CAR RENTAL FURNISHED APARTMENTS & VILLAS MEET & ASSIST FOR BUSINESSMEN VISA ARRANGEMENTS FOR BUSINESSMEN Kuwait City - Salhiya Ali Al-Salem Street - Al-Jawhara Tower Mezzanine 2 - Off. 4 - Tel.: 22261036 / 37 - Fax: 22261038 E-mail : saleseitt@eicgroupkw.com - Website : www.eternity-travel.com www.eternity-travel.comwww.eternity-travel.com
JAHRA BRANCH Al-Wafi Commercial Center - Mezanin Floor - Off. 32 Tel. : 24566867
Regions of Switzerland
H C I Z U rRroundings & Su
time never drags in Zurich. The famous Bahnhofstrasse and the Limmatquai are a shopper’s paradise. Over 1,700 restaurants and bars serve both traditional Zurich and Swiss dishes as well as exotic specialties. The evenings will leave you spoilt for choice: indoors or outdoors, anything is possible as far as the nightlife in Zurich goes.
a range of entertainment for every taste until the early morning hours. In summer, you’ll even find nightlife assuming a presence in Zurich’s swimming baths as the transform themselves into enticing bars with a multicultural ambience after sunset. Furthermore, restaurants sited in unusual locations such as former mills and foundries are a popular draw. The ship building facility, for example, is a case in point: today the former assembly hall for steamships is a separate institution with a concentrated mixture of bars, restaurants, music and theatre. Probaly the bestknown festival in Zurich is the
because of its famous stainedglass windows by Marc Chagall. Every devout shopper will get their money’s worth in this city which sits astride the river Limmat. Along Bahnhofstrasse you’ll find shops catering for all budgets as well as stylish designer stores offering jewellery and clothing fashions. Small boutiques and alternative shops abound in the old town side streets in Niederdorf and inv ite shoppers to linger and take their time. The popularity of Zurich’s nightlife is well-known far beyond Switzerland’s borders. Around 500 nightclubs and bars provide
‘Sechselauten’, where the guilds dating from the 14th century once again make an appearance and walk through the town attired in traditional dress. In a spectacle reminiscent of the Middle Ages, a rag doll effigy of a snowman is burnt to symbolize the end of winter.
Zurich is top for leisure and pleasure. Gentle hills, peaceful woods, the unpolluted lakes and all just a stone’s throw from the Alps. Zurich is the ideal starting point for all kinds of varied excursions. Enjoy the pretty old town, the trendy new Zurich West district and the glorious lake. With opera, ballet, theater premieres, shows, musicals, art exhibitions in over 50 museums and 100 galleries,
ZURICH By international comparison, Zurich has remained a small town. Yet the largest city in Switzerland offers all the advantages of a pulsating international metropolis and skillfully combines a cultural metropolis, a ‘scene’ city, shopping mile and economic centre. As far as lifestyle and quality of life
70
Switzerland 2010
is concerned, the financial and banking city at the northern and of Lake Zurich is regularly ranked among the leaders by Europe’s fashion and trend magazines. This ‘scene’ city, together with New York and London, is one of the hubs of contemporary art, in which the Kunsthaus (art gallery) is regarded as a leading European address. The Rietberg Museum houses valuable exhibits from
non-European cultures. What’s more, Zurich offers varied and interesting theatre enjoyment ranging from the largest theatre in Switzerland through to innovative small theatres. The Zurich Opera House ranks among Europe’s leading opera and ballet stages. The prominent towers of three churches define the city’s silhouette: the Grossmunster, built by Kaiser Karl the Great, the St. Peter’s Church with the largest clock dials in Europe and the Fraumunster, much admirel
BAD ZURZACH The thermal spa health resort of Zurzach is located on the bank of the River Rhine which forms the border between Switzerland and Germany. Even the Romans took advantage of the warm springs.
In addition to the spascape, this resort in the Canton of Aargau also offers several theme trails. The thermal spa featuring the warm Glaubersalz Spring which rises from a 1000-metre depth to surface at a temperature of almost 40 C is the main attraction of Zurzach. The water is particularly helpful in the treatment of rheumatic complaints. The spacious spascape with four pools and various wellness facilities perfectly complements the medical treatment facilities. The Verena Minster, the actual centre of the medieval place of pilgrimage, was built over the grave of Saint Verena in a Roman grave field. The legendary Christian from Upper Egypt travelled to Solothurn, where she lived in the Verena Grotto in the 4th Century. She dedicated her life completely to caring for old and sick people. Later she came to Zurzach, where, having miraculously cured several people, she died. She has been known as the patron saint of health care every since. Although zurzach feels like a town and in bygone times hosted a market, it never in fact was a town. Nonetheless the buildings along the Zurzach House Trail form an ensemble of national importance. Impressive pictures and sculptures are dotted along the Art Trail and a Nature, a Forest and a Family and Play Trail complete the range of theme trails on offer. When walking along the Family and Play Trail, you might even come across some beaver tracks as some of these animals have set up home in the Rhine. And there are marked Nordic walking routes as well. The peaceful region on the national border along the Rhine is perfect for bike excursions, for example to the nearby small German town of Waldshut with its round stork tower. West of Zurzach the River Aare is dammed up in the Klingnau Reservoir just before it merges with the Rhine. The silting up in the area of the reservoir has Switzerland 2010
71
led to the creation of an area where over 270 bird species spend their winters and the emergence of an internationally renowned nature preserve for plant and animal communities including rare and endangered bird, amphibian and reptile species. The area around the Klingnau Reservoir is the relaxation haven par excellence in the lower Aare Valley. BADEN The small town of Baden is today both an industrialurban settlement within the wider conurbation of Zurich with modern, city foci, but also a tranquil thermal spa resort and cultural centre – a town of contrasts. Switzerland’s thermal springs with the highest mineral concentration bubble out at a temperature of 47 C from 19 sulphurous springs in Baden. The town has been famous as a lively curative resort since Roman times, when Baden was known as “Aquae Helveticae”. A bathing quarter with ostentatious buildings, to help offer relief to sufferers of rheumatism and circulatory diseases, was an early town feature on the shores of the river Limmat. Notable people such a Goethe, Nietzsche and Durrenmatt sought out the Baden thermal springs in which to relax. Bathing is carried out in the public thermal baths nowadays, wellness packages being more common in the private baths. Today, the spa quarter with its numerous hotels is an oasis of tranquility. The lively small town, situated only 20 minutes from Zurich and the airport, has a diverse and rich cultural offering. International festivals and the Grand Casino rank among its highlights. The car-free old town with its historic defensive structures and municipal buildings, several theatres and notable museums constitute further cultural attractions. The Langmatt Foundation is one of Switzerland’s finest art collections – the industrialist families Brown and Boveri bequeathed valuable paintings and furniture dating from the impressionist period. The young ones will feel right at home in the Swiss Children’s Museum: it has exhibits collected from a 300-year-association with the world of children. The golden-coloured Power Tower, which the Basle architects Diener & Diener designed for the ABB and Alstom Groups, rises not far from the spa park with its ancient trees and the Grand Casino. Former industrial sites are being reinvigorated with urban features and attractions. Today, the nearby former ABB site is home to an experience centre with a multiplex cinema, café and convention facilities. HORGEN The small town that wants to remain a village.
72
Switzerland 2010
Horgen has been a traffic hub on the north/south axis since the year 1230. This long period of time has left its historical and economic imprint on our town. Today this important district town has 18,000 inhabitants and is a popular location for living and working. At the same time it is the regional recreation and excursion destination. Due to its proximity to Zurich, the multifaceted small town on Lake Zurich meets the local inhabitant’s as well as the visitor’s need for cosmopolitan life and big city entertainment. Horgen is at the same time an abode of peace, of ambience and congeniality. From the busy town center with its educational institutions and seminar facilities to the nature reserve and regional leisure time and recreation area, simply everything can be found here. RAPPERSWIL Rapperswil, town of roses located on the upper end of Lake Zurich, and the neighbouring sports and leisure district of Jona combine sights, cultural life, hiking and sports possibilities with a Mediterranean holiday atmosphere. Roses decorate the coat of arms of the town of Rapperswil located on the upper end of Lake Zurich, and all types and colours of this gorgeous flower bloom in Rapperswil’s public areas and three rose gardens. Rapperswil has a well-developed tourist infrastructure and as the region’s transport hub is easily accessible by public transport. The castle towers above the town and lake and is Rapperswil’s landmark. The castle hill affords a panorama view from the Glarus Alps all the way to the zurich Oberland. Several churches, chapels and monasteries in Rapperswil bear testimony to the past. The medieval old town with very little traffic – a protected istoric monument, the lake promenade and varied excursion possibilities make Rapperswil particularly suitable for families with children. In addition to the lake dam for road and rail, a new wooden bridge for pedestrians – probably not unlike in the past – provides access to the other side of the lake. This wooden bridge also happens to be the longest wooden bridge in Switzerland. And Rapperswil is also an embarkation point for the regular ship services on Lake Zurich, including two authentic paddle steamers, to Zurich. The area around Lake Zurich in addition to a wealth of beautiful scenery offers a whole range of fun and experience opportunities. Knie’s Children’s Zoo and the Circus Museum are a particular attraction for children and circus fans. The animals at the children’s zoo can be stroked and there are also elephant rides on offer. In summer a 700metre-long summer toboggan run on the nearby Atzmanning is great for some family fun. In winter Switzerland 2010
73
KUWAIT SALMIYA I AL BOSTAN MALL +965-2573 2994, LAILA GALLERY +965-2574 3624 WWW.CENTURY.COM
there is a ski region suitable for families with easy ski pistes. On the other side of the lake, Pfaffikon with the Alpamare fun and experience baths featuring a wide range of water slides and wellness treatments is well worth visiting. Einsiedeln, the most important place of pilgrimage in Switzerland with a famous monastery, is accessible in 30 minutes. WINTERTHUR Winterthur is a treasure trove rich in art, history and nature. Switzerland’s sixth-biggest city boasts art collections of world renown. Other museums and monuments, a lively old town, an active music and comedy scene, and extensive parks and public gardens give Winterthur, a town small enough to get around conveniently, the air of a big city. The Oskar Reinhart Collection “Am Romerholz” is one of the most impressive museums in Winterthur. It is among the most important private collections of the 20th century and includes about 200 works of European art from the 14th to the early 20th century. The focus is on 19th century French painting, in particular on paintings by the French impressionists and their precursors. The Oskar Reinhart Museum “Am Stadtgarten” shows over 500 pictures, predominantly by German, Swiss and Austrian artist from the 18th to the 20th century. Other highlights include the villa Flora, where a rich collection of modern French painting is exhibited, and the Briner and Kern Museum which is mainly devoted to the Dutch masters of the 17th
74
Switzerland 2010
century. Winterthur owes its cultural wealth to rich patrons from the days when Winterthur was an important industrial centre: with the onset of the industrialization in the 19th century Winterthur rose quickly to become an important economic centre thanks to motor, locomotive and textile factories. The cultural city of Winterthur in addition to several theatres and the biggest event venue of Switzerland is also home to the Swiss cabaret and comedy centre. The friendly old town of Winterthur with its many street cafes is perfect for strolling and shopping. In spite of its industrial tradition Winterthur is also a ‘garden city’ with a conspicuously large number of parks and gardens. There is even a city tour dedicated to “Villas and Gardens”. In the charming area surrounding Winterthur, in the forests, winegrowing areas, by the Toss and Rhine there are castles with which
KARISMA – model in 18 ct. red gold set with 55 diamonds (0.62 ct.) CENTURY sapphire with 60 facets cut and polished by hand.
the people of Winterthur today as in the past have a particularly close relationship. Winterthur is also a perfect starting point for excursions to Lake Constance and the Rhine or to the nearby metropolis of Zurich. ZUERI-UNTERLAND Just north of the city of Zurich one will find beautiful nature scenery with historic townships, excellent restaurants and exclusive accommodation options. Please stop by to catch a glimpse of the largest film studio in Switzerland or to enjoy a relaxing river cruise on the River Rhine. Take your time to discover this beautiful area on foot, on a push bike, by public transport (train or bus) or in your own car.
MySwitzerland.com
Switzerland 2010
75
Regions of Switzerland
L E BAS
T
The Rhine is both a vital waterway and a local place for recreation. The Rhine is not only a major trade artery. As large body of water, the Rhine makes an important environmental and personal impact, contributing greatly to the high quality of life that Basel can offer its guests and residents. Consider the exceptionally mild climate, especially glorious on sunny days, with which the city is blessed. The Rhine offers valuable space to relax, to indulge in sports or just simply to enjoy life. Discovering Basel is a feast for all the senses. Living where they do at the meeting point of three countries, its people have a great deal of savoir-vivre. Good food and drink are as important to them as art and culture. When the museums and shops close their doors, Basel shows its more
76
Switzerland 2010
exuberant side. Young and old plunge headlong into the lively nightlife of the city. There is something for everybody to enjoy. The undulating green hills of the Jura, the broad plateau with their magnificent views, and also the Laufental valley to the south of Basel, are delightful walking areas far away from any hustle and bustle. Here you can enjoy the rural idyll on well-signposted paths. On your way you can take a rest in one of the small farming villages that come into view on the horizon. With its many glittering shop windows, facades and pine trees, Basel glows in the light of Christmas. Not only the lively Old Town is lit up by the magnificent illuminations, the decorations of shops and the facades of many buildings are also radiant with light. In the heart of the city is the
attractive Basel Christmas market with a special atmosphere of its city with more than 100 gaily illuminated stands and wooden booths. The famous Basel Fasnacht carnival, which lasts for only three days but for which the city prepares for 362 days with a great deal of passion and creativity, is a truly unforgettable experience. Make Basel the starting point for your tour of Europe and Switzerland. In less than an hour you can reach not only Zurich, Lucerne and Berne but also Strasbourg, Colmar and Freiburg im Breisgau. The Black Forest and Alsace are only a short hop from Basel. In little more than an hour you can also reach the main skiing areas. For Basel is at the heart of Europe.
BASEL Basel is located in the heart of Europe, exactly in the threecountries corner of Germany, France and Switzerland. The romantic Old Town, one of the best-preserved and most attractive in Europe, is as fascinating as the many modern buildings by architects of international renown that complete the picture of a tolerant and liberal-minded city. Basel’s greatest passion is reflected in the motto “Basel – Culture Unlimited”: Art enjoys an extremely high priority in Basel. The cultural metropolis on the bend of the Rhine has an unrivalled density of museums, including many with a worldwide reputation for excellence. In an area of 37 square metres, more than 30 museums
invite you to visit them. The culture of savoir-vivre is also cultivated in Basel, with a diverse culinary offering and a varied night life. Basel is a city for people who enjoy life. Let us welcome you in Basel and enjoy it with us! BASELLAND The canton of Basel is rich in beautiful landscapes and cultural highlights. Classical cornets, on the
Switzerland 2010
77
Regions of Switzerland
O N I TIC
T
The Italian flair of Switzerland. The Mediterranean region seems to begin on the southern side of the Alps. There is a feel of Italy, with palm trees at clean beaches and lanes and alleyways leading to piazzas and churches. But the Alps are always close by. Mountain tours that start in snow, ice and rock, end in balmy chestnut forests. Gentian blooming on Alpine pastures and wooded hills rising to high peaks on the shores of Ticino’s lakes contrast with rich camellia on lakeshore promenades. If you want la dolce vita, search no more – it is waiting for you in the numerous sub-tropical parks and gardens. If you crave excitement, take a whitewater ride. And if you prefer cultural pursuits, they’re available at every turn; romantic landscapes have always attracted poets and artists and inspired architects to dream up daring constructions – ofen based
on ancient architectural tradition. A rich blend of past and future, north and south, mountains and plains, nature and culture, city and country – that’s Ticino in a nutshell. Sun, snow and palm trees, an espresso on the piazza on a mild winter day, camellias in bloom, against a background of snow-capped mountain peaks in their early spring glory. Downhill ski runs with a breathtaking view of deep-blue Lakes Maggiore and Lugano, quiet mountain valleys covered in deep snow – that’s Ticino, a secret tip for all those who wish to combine winter sports with the flair of thy city, complete with a southerly ambience. Would you like to go on a morning shopping trip to Bellinzona, Locarno, Ascona or Lugano and put on your skis in the afternoon? Hike through the rustling dead leaves of old chestnut groves or on crunching virgin snow or stroll down quiet lakeside promenades? In Ticino, spring, autumn and winter are Just a few train stations apart.
the 16th century church of SS. Pietro e Paolo, and exerts a special fascination: an intricate web of lanes containing every kind of shop leads to the piazza, which lies directly on the lake. The panorama opens out over the lake: here’s the famous lakefront with its cafes and tables in the sunshine.
ASCONA
BELLINZONA
Ascona lies in a spectacular sunny bay on Lake Maggiore. It’s one of the best loved and most exclusive tourist destinations in Switzerland. Here you can find everything for a VIP holiday far from noise and prying eyes: some of the most prestigious hotels in Switzerland, a magnificent 18-hole golf course, smart boutiques, a large welcoming Lido, gastronomic restaurants and magnificent walks in the surroundings. The old town was built around
Belinzona appeared to the traveler of old approaching from the South as the key to the Alps while for those approaching it from the North, it was the gateway to Italy. Many modern tourists know the town only because they have passed through it on the way to their holiday resorts on the Mediterranean. But it really is worth making a stop in Bellinzona itself some time. The town has a rich, mediaeval heritage with three citadels that tower over the town as if watching over it. And once you reach the mild temperatures South of the Alps, you start to note the Italianita – or Italian-ness – of the little town with its market, open-air concerts and outdoor restaurants in which so many Ticino specialities can be sampled.
BRISSAGO Lying at the lowest point in Switzerland, just 197 meters above sea level, and perched between the shores of Lake Maggiore and the steep mountains behind, Brissago is a small town on the Italian frontier. Brissago is famous not only for its tobacco and cigar factory, but also for its islands, which seen from above look like bright green spots in the blue of the lake. Between 1885and 1928 Baroness Antonietta Saint-Leger, a Russian of German origin, planted a botanical garden designed as an earthly paradies, and her successor, the department store king Max Emden, continued her work. Today the neo-classical
80
Switzerland 2010
Switzerland 2010
81
villa contains a restaurant and the administration offices of the Botanical Park of Canton Ticino. Their plants are still there, together with the Himalayan cinnamon with its scent of camphor, the Madagascar gladiolus, the bald cypress from the swamps of North American with its trun under water, and numerous other exotic species. The islands of Brissago are easy to reach by boat, have the mildest climate in Switzerland, and can be best admired from Ronco s/ Ascona, a little village caressed by the sun, situated on the slopes of the mountain and characterized by the church of San Martino, which dominates the surrounding countryside. The hill between Ronco and Monte Verita above Ascona is the site of luxury villas, and the view can be enjoyed from one of the spectacular footpaths. Here, especially on clear winter and spring days, you can discover all the charm of the south: mimosas and agave grow between the walls and the view over the lake is of a rare beauty.
CENTOVALLI Max Frisch was being rather misleading when he said «The Onsernone valley is not at the end of the world». To get to the last village in the valley you have to venture along a long narrow strip of asphalt overhanging bright green ravines. The Onsernone is a land of forests, water and rocks, and one of the most charming and mysterious valleys of Ticino. On the sunny mountainsides lie little villages where time stands still. Here you can find a mixture of elegant houses built by emigrants who made their fortunes abroad next to humble stone dwellings clinging to the steep slopes, which, with their wooden balconies, remind you of Tibet. This side valley is much loved by the many artists who have found and still find their inspiration in the silence of the chestnut woods’ and it the creation of mountain refuge huts, hostels, bed and breakfasts and small hotels. The same thing is true of the neighbouring Centovalli. With its past history of emigration, its inhabitants who put down their roots on its steep slopes and its narrow winding road, this picturesque vally has much to offer the nature love. You can discover it along the extensive network of hiking trails, following the mule-track which the peasants once took to the market in Locarno, or, alternatively, taking the Centovallina, the romantic mountain train which connects Locarno to Domodossola in Italy, taking in 83 bridges and 34 tunnels on the way. The valley, which opens out from the sunny Terre di Pedemonte, also has some small cableways, like the one that goes up to Monte Comino from Intragna, or the one that leads to the enchanting village of Rasa, 900 metres above sea level, which can only be reached on foot or by cablecare. The Centovalli is an area that rewards you with
82
Switzerland 2010
strong feelings, one of those forgotten corners of the authentic rural Ticino, a fragment of a pas which is still alive in people’s memories
LOCARNO Famous for its climate, the mildest in Switzerland, with around 2,300 hours of sunshine per year, and for its International Film Festival, which takes place in August, Locarno is a small town which has spread over the wide delta of the river Maggia. Lovers of nature are drawn by the spectacular shows of camellias, mimosa and magnolias, which often flower in February when the mountain tops are still covered in snow. The clear autumn days attract those who are looking for a quiet stay with excursions. The sunny banks of Lake Maggiore, the Mediterranean flora in its parks, the entirely Italian charm of the centre, and the various opportunities for relaxation, as well as a wide range of hotels are all an invitation to stay. Locarno is dominated by the Sanctuary of Madonna del Sasso and lies at the foot of majestic green valleys which lead up to the glaciers’ it has been an important tourist destination for over a century. Locarno is a starting point for many excursions up the valleys or around the lake, and it is also a beach resort, particularly animated during the summer with music in the squares, cultural events and a lively nightlife. Thanks to the favourable climate, spring comes early. Locarno with its surrounding area has a population of about 25,000. In Roman times it was already an important strategic and commercial centre. The past is visible today in monuments such as the Visconti Castle with its impressive fortified tower, old churches and elegant houses of the old nobility. Piazza Grande, from which narrow streets lead up to the picturesque Old Town (Citta Vecchia), is one of the largest and most famous squares in Switzerland. This is the meeting place and heart of the town, and the main commercial activity takes place here: on Thursdays there is the popular market, and in August the evening screenings of the worldfamous Film Festival.
mixture of Italian ambience and Swiss efficiency will also enchant you. The traffic-free historic city centre, magnificent buildings in the Lombardic style, exclusive museums, the sunny climate, the mountains, the lake and a calendar full of events all invite visitors to view and experience the city – and of course indulge in a little relaxed living.
LUGANO The ‘capital morale’, the secret city is not only the third-largest financial hub in Switzerland, a congress, banking and business centre, but is also a city of parks and flowers, of villas and religious buildings. Its Mediterranean flair, full of southern joie de vivre, means that Lugano combines all the advantages of a world city with the character of a small town. The city’s excellent reputation as a cultural centre is attributable to the high standard of exhibitions, which are regularly held in its museums, and those of the surrounding regions. This quite unique Switzerland 2010
83
The mountain restaurant ÂŤFindlehofÂť at Findeln (2051 m), close to Zermatt, with the Matterhorn (4478 m ) setting the stage, Photo by Swiss-image.ch/Mats Cordt
84
Switzerland 2010
Switzerland 2010
85
1
Winter in Switzerland 1. Grindelwald, Bernese Oberland, Canton Berne Sleigh ride 2. Snowshoe trekking in Verbier, Canton Valais. Photoby swiss-image.ch 3. Snowboarding in the half pipe in front of the Matterhorn in the Zermatt ski area of Valais. Photo by swiss-image.ch 4. St. Moritz, Engadin, Canton Graubuenden White Turf – International Horse racing on the frozen Lake at St. Moritzersee. Since 1907 5. Ice climbing at the Morteratsch Glacier in the Bernina region, Graubuenden. Photo by swiss-image.ch/Christian Sonderegger 6. Saint Bernard dog - a typical Swiss dog
2
7. St. Moritz, Engadin, Canton Graubuenden Engadin Ski Marathon (2nd Sunday in March 12,000 participants)
6
3 7
4 86
Switzerland 2010
5 Switzerland 2010
87
The Gotthard Pass, a Swiss national symbol
Gotthard Pass, mid 1960s by Martin van Duijn
T
88
The final breakthrough of the Gotthard Base Tunnel on October 15 2010 was a day of rejoicing for Swiss transport policy and Transport Minister Moritz Leuenberger.
half of the 13th century, then commercial routes changed and maritime trade developed,” said Jean-Daniel Morerod, a professor of medieval history at Neuchâtel University.
The celebrations looked back on the Gotthard Pass’s great historical and mythical importance to the Swiss, with all its associations for the birth of a nation. “The Gotthard’s popularity comes in waves. International traffic was phenomenal during the second
“Oddly, when Switzerland’s birth was written down, two centuries later, people had already forgotten about the Gotthard Pass as a European crossroads,” he told swissinfo.ch. “It wasn’t until the 20th century that it once again became this essential transit
Switzerland 2010
trade axis of merchandise across Europe.” The Gotthard is a place rich in symbolism. The region was home to the country’s three founding communities – Uri, Schwyz and Unterwalden - who agreed their oath on the Rütli meadow in 1291. It was later the scene of heroic resistance against Austrian occupiers. It could well be said that the Gotthard, which takes its name from the patron saint of passes, has a greater aura about itself than the other great Swiss
alpine pass – the Simplon. The mountain was already a source of great fascination to 18th century travellers such as the German authors Goethe and Schiller. For the French writer Lamartine – author like Schiller of a William Tell story - it was a “sight that crushes and terrifies”.
Emblem
In the collective imagination, the region became over time an emblem of independence and then of cohesion – if not as the
crossroads of languages and national cultures. Morerod has some explanations as to how it gained this mix of reputations. “There was certainly a coincidence between the Gotthard’s commercial importance in the 13th century and the local communities’ rising against the Habsburgs,” he said. “Uri, which had most likely benefited from the merchandise trade, was given imperial privileges because it controlled the pass. It was the first of the Waldstatten [founding cantons] to receive
these privileges.” The Waldstatten rebelled after the political situation, which had formally protected them, changed. They swore to help each other should anyone try to subjugate them and it was against this background that the famous Rutli Oath was made. This mythical dimension to Switzerland’s birth is probably also a manifestation of the region’s mystical traditions, and has spread through, not always reliable, oral retellings. Switzerland 2010
89
a survey showed that Swiss generally were less open to the outside and to change than ten years ago. The reasons given were globalisation, the 9/11 attacks on New York, the grounding of the national carrier Swissair and the financial crisis.
Myths live on
It’s a trend confirmed by the historian. “It’s true, even if there are some misgivings over whether the myths have really kept alive this idea of living in a closed world inside a federal alliance and not giving power to foreigners,” he commented. “Something about Switzerland’s present fate seems to have been suggested by the founding myths. This is what
“There are very few sources because writing had not taken off in the founding cantons at the end of the 13th century,” added the historian, with a laugh. “The Gotthard is the watchtower in the middle of the ramparts. Its importance is geographical, political and military.”
William Tell
The White Book of Sarnen, the first chronicle of the fight for freedom of the Gotthard communities, combines the stories of the Rütli Oath (1291) with William Tell (around 1307). The book itself dates from 1470, a good 150 years afterwards. After this, Tell – of apple-shooting fame – was often represented with the country’s founding fathers. He has even appeared with Nicholas
90
Switzerland 2010
of Flue, who mediated between the warring confederate parties at Stans… in 1480. Flue later became the patron saint of Switzerland. “When people started writing down the myths, Nicholas of Flue was presented as a sort of moral guarantor, as a call to reduce or avoid violence,” explained Morerod. Nowadays, central Switzerland is often associated with the notion of the reduit, the Swiss bunker and defence system in the Alps, developed around the time of the Second World War. “The myth of William Tell prompted Switzerland to accept its destiny but also encouraged it to see itself as a kind of exception,” added Morerod. This idea of reduit - of resistance seems to be firmly entrenched in the national psyche. This summer
JURA
everyone’s becoming interested in again at the moment, to the extent that it is being exploited by political parties.” So William Tell lives on and the new tunnel will “reawaken the need for myths in the population”, according to Marco Solari, the man behind the celebrations for the 700th anniversary of Switzerland in 1991. Solari has been tasked with launching a project for a National Exhibition which will straddle the cantons of Ticino, Uri, Graubünden and Valais. The Gottardo 2020, which brings together many aspects of the region, would coincide with and mark the opening of the base tunnel, in Dec 2017.
C
Considered as a center for Swiss watch-making tradition, the different regions of the Jura range from Geneva to Basel welcome you under a single idendity: Vallee de Joux and Jura vaudois, Pays de Neuchatel, Bienne-Seeland, Jura bernois and Jura. Take your time and discover the secrets and undulating landscapes of the Jura massif. To your liking, explore the traditions, sights, specialties and events, savouring each second. Become familiar with the traditions of Watch Valley, amble through time on the Watchmaking Route
visiting its museums. Discover natural beauty spots and tourist attractions belonging to local heritage. In summer as well as in winter, enjoy moments of relaxation at the hot springs center and escape from everyday life; lakes, mountains and valleys offer many sports possibilities: hiking, riding, cycling, mountain biking, cross-country skiing, snow shoe touring, canoeing, paragliding, diving, golf, climbing & as many possibilities for recharging your batteries in the middle of the most beautiful landscapes of the region. As a reward for your efforts,
try the local specialties round a table, in a wine cellar by the lake, in a mountain cheese dairy or a chalet on a summit. Very tasteful local produce are expecting you: Tete-de-Moine cheese, Vacherin Mont-D’ Or, Damassine, Absinthe & Watch Valley also invite you to celebrating: during summer time, the little streets of the towns liven up on the occasaion of festivals, Marche-Concours and Neuchatel Wine Festival. Experience the magical moments of the St-Martin festivities and the Jura Carnival. Switzerland 2010
91
BERNESE JURA On the borders of the Jura Mountains Area is the Bernese Jura a welcome land which invites you to live the nature. Between lake and mountain, forest and pasture, the richness of the fauna and the variety of the flora, your curiosity will be aroused! Relaxation place or land of adventure, the Bernese Jura offers you an escapist space to go in for sport all year round. In the heart of Watch Valley, the Bernese Jura has a rich heritage, reflection of a culture with contrasted and varied influences. Land of traditions where the horse of the Franches-Montagnes area is king, the Bernese Jura is also the watch-making cradle and a space of competences in aid of an advanced technology. With the passing of the seasons, the area offers many culinary specialties cooked with the passing of the seasons, the area offers many culinary specialties cooked with the local products. The gastronomy resources of the Bernese Jura are real and varied. From the prestigious restaurant to the typical and traditional farm restaurant, the gourmet will be able to satisfy all the demands of its palate.
between the mountains and the river. The Doubs River, a tributary of the Saone, bathes the ancient medieval town of Saint-Ursanne. It is the point of reference of a prestigious history with secular witness such as the Collegiale and the cloister dating back to the XII century. Many summer activities such as canoe and kayak excursions, hiking, bike rides and fishing are avaible to travelers eager to learn about art, culture, water and outdoor sports. LA CHAUX-DE FONDS World birthplace of watchmaking industry, La Chaux-de-Fonds (38,000 inhabitants) is the
of man’s measurement of time. Added to this is the beautiful natural setting of La Chaux-deFonds and the mountains, a haven for biking enthusiasts, hikers and cross-country buffs. LAKE OF NEUCHATEL Typical and joyful villages following each other, vineyards as far as the eye can see, a university and medieval city, friendly lakeshores, a lake reflecting an urban yet country landscape at sunset: the Neuchatel lakeshore is one of Watch Valley gems, a genuine paradise on earth with dolce vita atmosphere.
museum where Jaquet-Droz clockautomatons are on show. There is nothing else like it in the world. MONTAGNES NEUCHATELOISES Charming black fir tree forests, bluish rivers, deep lakes and green pastures, covered in snow when winter comes, give the Neuchatel mountains a paradise touch. A very lively watch paradise with human warmth, trendy cities and plenty of temptations! VAL-DE-RUZ From its highest peak, La Vue-deAlpes, a haven of peace opens out as far as the horizon. Walking or
SAIGNELEGIER Approximately 30 minutes from La Chaux-de-Fonds or Bienne, the High-Plateau of the Franches-Montagnes offers itself to the traveler. At an altitude of 1000 meters, this region of wide open spaces is the meeting place between man and horse. It is also a paradise for outdoor activities on foot, bicycle, water, cross country skiing and snowshoes. An ice-skating rink, swimming pool, horse riding school and indoor-tennis complement leisure time whatever the weather. DELEMONT Situated about 40minutes from Basel and Bienne, Delemont, the capital of the canton of Jura, and the surrounding region boast of having the warmest summer in the Jura. From the meadows to the foothills, winding mountain streams sculpt magnificent gorges in the countryside. Unique features in the region as well as museums and galleries enhance this ancient and charming town. PORRENTRUY Porrentruy, second largest town in the canton of Jura is and remains the historical capital of the canton. About 40 minutes from Belfort and Mulhouse, the region of Ajoie covers approximately 300 square kilometers and rests on the low limestone plateau of the Jura. The vast green plains of Ajoie, offer damson trees, vineyards, caves as well as prehistoric park, an aerodrome, wagons tours and magical ponds. SAINT-URSANNE In the heart of the Jura, 50 minutes from Basel, the nature reserve of the Clos du Doubs reveals itself
92
Switzerland 2010
only town in Switzerland to be considered as a New Art centre. Easily accessible (from Neuchatel, 15 minutes by road or 30 minutes by rail), La Chaux-de-Fonds is also the native city of the arvhitect Le Cor-busier, the automobile pioneer Chevrolet and the writer Blaise Cendrars. It offers a rich and varied cultural life, including the International Watchmaking Museum whose 4,000 exhibits retrace the complete history
NEUCHATEL Neuchatel is located on the largest lake that is entirely Swiss. The town is a capital of watchmaking and would, under other circumstances, be famous for that alone. The town has its own panoramic cable railway. The castle, where in late Summer a music festival takes place, is also worth a visit even when the festival is not on. But there is one thing you really should not miss here in Neuchatel and that is the
cycling up hill and down dale you’ll discover an exceptionally beautiful nature. VAL-DE-TRAVERS Nature lovers will be bewitched by the striking beauty of the landscape, a nice mixture of forests, water and mountains, as well as by the fauna and the flora. Edged by a nature reserve the Val-de-Travers is a pure and authentic valley.
Switzerland 2010
93
La Dolce Vita By Massimiliano Pantieri
Ticino, Switzerland’s southernmost Canton, is a land of many contrasts: in its environment, its history, its art and its culture. In a radius of just a few kilometres in fact, it offers the mild climate of lakeside towns with palm trees, mountains that reach up to over 3000 metres and even glaciers. Historical architecture co-exists in perfect harmony with more avant-garde buildings. Internationally important events alternate all year round with parties in squares, markets and food and wine exhibitions. In this corner of Switzerland where gastronomy ranges from traditional cuisine to the most refined and sophisticated of cooking, Italian vitality - La Dolce Vita is the perfect partner for the proverbial Swiss efficiency. The Ticino Experience Ticino is a Swiss Canton with an unusual personality. It is, in fact, the only canton situated entirely south of the Alps. It is also the only canton where Italian is the only official language. The variety and quality of the accommodation on offer, the range of products and the quality of its services make Ticino a first-class tourist region. In this land of extraordinary and fascinating natural contrasts, along the 100 km separating the St. Gotthard Pass from the region of Mendrisio, you can admire and let yourself be enchanted by the entire range of European landscapes: dazzling glaciers, wild alpine valleys, green hills where olives and grapevines grow and the rich subtropical vegetation of the lakeside botanical parks. The history, culture, language and dialects of Ticino are intertwined with those of the nearby Italian border regions. The climate is particularly mild and the landscapes of the alpine foothills and the lakes are characterised by the bright variety of colours. The vegetation, especially in the regions of Lake Maggiore and the Lake of Lugano, is typically Mediterranean. The regions of the lakes, the hills framing them and the villages overlooking them are characterised
94
Switzerland 2010
by the presence of many aristocratic baroque and neoclassic residences and ancient hamlets with a style typical of Lombardy. For several years, Ticino has also laid claim to a prestigious first: it is actually one of the few places in the world where, over such a small area, there are not one but two sites mentioned in UNESCO’s World Heritage list: the castles of Bellinzona, included on the list in the year 2000 among cultural sites, and Monte San Giorgio, included in 2003 among nature sites, due to its extraordinary paleontological treasures. The excellent accommodation facilities and the firstrate service always make a vacation in Ticino pleasant, offering everything that even the most demanding visitor could desire: absolute peace, walks along the 2,000 km of sign-posted pathways, extreme sports, culture, wines and gastronomy, not forgetting the shopping and business tourism. The choice is rich, or rather inexhaustible, always multi-faceted and genuine, reminding us that Ticino is “Italy made in Switzerland”.
Gastronomy
The gastronomy of Ticino has drawn upon both Lombard and Piemontese cuisine, while also maintaining its own personality. The authenticity of the local cuisine can still be enjoyed in small trattorie, in grotti and in small restaurants typical to the region. In the early 15th century, Maestro Martino, originally from the Blenio Valley, was a chef to the Sforzas (one of Milan’s ducal dynasties). In other words, the reputation of Ticinese gastronomy goes back a long way. Ticino has always been known for its great chefs. Among their ranks is Joseph Favre (who ran the Park Hotel in Lugano towards the end of the 19th century), founder of the “Académie Culinaire de France”. Many major culinary guides also list famous names from Ticino. Yet Ticino gastronomy is first and foremost a permanent showcase for products from the local region, whether vegetables, meat or fish. These delicacies can be enjoyed not only in grand restaurants, but also in many country inns, known as “canvetti” and “grotti”. The “grotto” is a typical part of life in Ticino. They are usually small, unobtrusive buildings, off the beaten track, with a large and shady terrace. Here you can enjoy home-cured hams and cold meats, polenta, mushrooms, rabbit or “cazzöla”, a dish based on cabbage and meat. Not to mention the delicious varieties of cheese, bread cake, or peaches. Cheese, Switzerland 2010
95
24 hours in Gruyères: History, charm and a whole lot of cheese
High in the Alpine pastures and meadows, Switzerland’s milking herds are busy producing one of the country’s most iconic and best-loved foodstuffs: Swiss cheese. While they are hard at work, we’ve embarked on a trip to Gruyères to discovered what makes this majestically situated village and its world –renowned dairy product so special. By Kerrin Rousset
and small cheeses in particular, are possibly one of the best aspects of the cuisine of this canton. Made from pure cow’s milk, or sometimes blended with goat’s milk, the region’s cheeses may be full-fat or lower fat. Wherever you go, you will be able to try little tastes of fresh cheese with some freshly-ground pepper and a dash of olive oil. “Zincarlin”, a variation of the traditional small cheese (“formaggino”) is flavoured with finely chopped parsley, garlic and pepper. In 2008 the renowned Michelin Guide awarded a star to two new restaurants in Ticino, bringing the number of restaurants boasting this recognition to five. The restaurant ECCO at the Hotel Giardino in Ascona and the Concabella now share this honour with the Locanda Orico in Bellinzona, the Sant’Abbondio in Sorengo and the Motto del Gallo in Taverne.
96
Switzerland 2010
Once you have figured out that le Gruyère is the cheese, La Gruyère the region and Gruyères the town, you’re ready to discover all three. With just one cobbled pedestrian street, Gruyères is a charming medieval village straight from a fairytale with just a hint of sci-fi thrown in and probably more cheese and double cream per square meter than any other town in Switzerland. There is plenty to see, do and taste, to fill a day’s visit – and your stomach. With cameras at the ready, make your way to the top of the long winding road that leads to Gruyères. Picturesque all year long. It’s particularly magical when the sun is glistening on the rolling, green hills and the only sounds are of birds and cowbells off in the distance.
public. In addition to viewing temporary exhibitions, you can tour the castle‘s interior, taking a walk through eight centuries of tapestries, furniture and murals. Be sure to explore the grounds, where you’ll enjoy beautiful views over the surrounding valley.
An alien world In stark contrast to this fairytale atmosphere is the H. R. Giger Museum, open at the foot to the Cháteau in 1998, and dedicated to the Swiss surrealist best known for his academy Award winning design in Alien. The museum houses an immense collection of his paintings, sculptures and film design – fascinating to some, disturbing to others.
The Giger Bar across the road – its decor inspired by Giger’s fantastical (and creepy) aesthetic – has a cavernous interior, dominated by double arches of “vertebrac” creating the vaulted ceiling. Sitting in a chair to the same design, you’ll feel like you are on the Alien film set.
Say cheese La Maison du Gruyère, at the bottom of the hill, is working cheese dairy, as well as a museum, shop and restaurant all under one roof. This interactive museum is perfect for children and adults alike, and an absolute treat for all five senses. And of course, there are free samples at the enterance.
The Cháteau de Gruyères, which overlooks the village, is rich in history and culture, thanks to a succession of 19 counts, who where in power from the 11th to 16th centuries. Before we go any further, let’s dispel a myth: the “famous” fire of 1493 that supposedly decimated everything but the dungeons never actually happened, meaning there is plenty of the original edifice to see.
October 2009 marked 40 years since this institution first began sharing the secrets of Gruyère cheese. Master cheese makers produce up to 48 wheels of Gruyère a day, observing the strict AOC (appellation d’origine controlee) rules. Try to go while they are busy at work (9:00 -11:00 and 13:00-14:30), and be sure to visit the shop on your way out to view and purchase from its exhaustive selection of local cheese, chocolate and meringues. My sympathy goes out to the lactose-intolerant visitor to this dairy-rich region!
The Cháteau (build between 1270 and 1282) was bought by Canton Fribourg in 1938, converted in to a museum and open to the
Gruyère AOC received the ultimate praise earlier this year, when it was awarded the gold medal at the 2010 World championship Switzerland 2010
97
Dairy dates
Cheese Contest in Medison Wisconsin – the largest international cheese and butter competition in the world. Swiss cheese maker Cédric Vuille, of Fromagerie de la Brévine, took top honours for his Gruyère out of over 2,300 enteries from 20 countries, with an impressive score of 98.79 points out of possible 100.
Visit to an Alpine cheese-maker’s chalet to watch cheese being made in Charmey www.charmey.ch Alphorn concert on the Rue du Bourg in Gruyéres www.la-gruyere.ch Alpine festival and descent of the cattle in Charmey www.charmey.ch www.foireabeauve.ch Noël â Gruyères (Chrismas in the Château de Gruyères) www.la-gruyere.ch
“ It’s very smooth, it’s aromatic and it has a very clean cheese flavor,” Bill Schlinsog. One of the 30 judges, said “It has burst of flavor and then it settles down very nicely in the mouth. Is Gruyères’ eponymous cheese, the most famous product in the region. Not for behind in the popularity stakes is the crème double de la Gruyère, the local fresh cream, renowned for its pure white colour and unctuous texture. Extremely thick, thanks to its extraordinarily high butterfat content, the rich cream is served atop feather-light meringues and fresh berries, and well just about everything else too. If you would like to bring some home, you’ll find tubs of cream and a whole wall of meringues, in signature red and white boxes, at magasin Antonietti.
Around the corner When you’ve had your fill of cheese, your sweet tooth might be aching for a treat too. Just two kilometer north of Gruyères is the caller (Nestlè) chocolate factory in Broc. From April through October, you’ll be able to learn all about Switzerland’s oldest chocolate brand. For a real gastronomic voyage, take the Swiss Chocolate Train from Montreux is classic Pullman carriages that date back to 1915. The day’s excursion include a visit to La Maison de Gruyère, the chocolate factory and two free hours in Gruyères.
Gruyères fast facts
Altitude: 830 meters above sea level Population: 1,600 (2007) Gruyère is a historic village, just north of the Alps. It is car-free, adding to its photogenic nature and quaint feel. Parking is available outside the town gates and at the bottom of the hill. The name Gruyères comes from the French word, grue, meaning crane (think bird, not construction), which you’ll see on flags and building facades. This was the emblem of the counts’ seal and coat of arms, symbolizing longevity and fidelity. The story goes that the Gruyèriens were losing a battle, when all of sudden a crane appeared in the sky, heralding good luck and reversing their fortunes. Gruyères eventually won the battle; hence why they adopted the bird in their name and coat of arms. 98
Switzerland 2010
Gruyères: www.gruyeres.ch Gruyère Tourism Board: www.la-gruyere.ch Cháteau de Gruyères: www.chateau-gruyeres.ch La Maison du Gruyère: www.lamaisondugruyere.ch Chalet de Gruyères: www.gruyeres-hotels.ch Auberge de la Halle: www.la-halle.ch H. R. Giger Museum: www.hrgigermuseum.com Moléson: www.moleson.ch
To work off these gourmet treats, a hike in nearby Molèsonsur-Gruyères is called for : If you’re feeling ambitious, you can hike up to the summit at 2,002 meters, or, for the less strenuously inclined, take the funicular and cable car up for panoramic views of Lake Geneva and the Alps. There is a wide array of summer and autumn activities on offer in this area, including mountain biking, horseback riding and kayaking as well as endless hiking trails and visit to Alpine pasture cades. While wintertime visitors can enjoy downhill skiing, cross country trails, snowshoes walking and sledding. Switzerland 2010
99
36
OYSTER PERPETUAL DATEJUST ROYAL PINK IN 18 CT EVEROSE GOLD
mm
Different Top Events, same values Over 700,000 visitors each year, more than 5,000 accredited journalists and an added value of around180 million Swiss francs: with their global reach, the seven Top Events of Switzerland play a key part in shaping the Swiss cultural and sporting landscape.
The seven Top Events of Switzerland White Turf St. Moritz (horse-racing) February 6/13/20، 2011
Art Basel (Art) June 15 - 19, 2011 Montreux Jazz Festival (jazz) July 1 - 6, 2011 Festival del Film Locarno (film) August 3 - 13, 2011 Omega European Masters (golf) September 1 - 4, 2011
Weltklasse Zürich (athletics) September 8, 2011 LUCERNE FESTIVAL (classic music) November, 2011
Facts and figures on the Top Events of Switzerland · 711,000 visitors, 18% of whom come from abroad · 5,192 accredited journalists from all over the world · Combined added value of 177.75 million Swiss francs
Be sure not to miss out on any of the year’s major cultural and sporting events in Switzerland: Plan ahead and write the dates down in your dairy now. Art Basel ( June 15 - 19, 2011), Art Basel (Fax +41 58206 26 86, info@ArtBasel.com , www.ArtBasel.com, Montreux Jazz Festival ( July 1 - 6, 2011), Tel.+41 (0)21 966 44 44 , info@mjf.ch , www.montreuxjazz.com, Locarno International Film Festival (August 3 - 13, 2011), Tel. +41 (0)91 756 21 21, info@pardo.ch , www.pardo.ch, LUCERNE FESTIVAL (At Easter, November, 2011), Tel.+41 (0)41 226 44 00, info@lucernefestival.ch, www.lucernefestival.ch, Weltklasse Zürich (September 8, 2011), Tel.+41 (0)44 495 80 90, office@weltklassezuerich.ch, www.weltklassezuerich.ch, Omega European Masters (September 1 - 4, 2011), Tel.+41 (0)27 481 27 02, eMail: golf@agencebarras.ch, Top events of Switzerland internet: http://www.topevents.ch
100
Switzerland 2010
LAROSA Jewellery Salhia Complex, Salhia Salem Al-Mubarak Street, Salmiya Marina Mall, Salmiya Kuwait
THE DATEJUST COLLECTION IS ALSO AVAILABLE IN 31 MM, 34 MM AND 41 MM.
Event Diary 2011
The «Top Events of Switzerland» are seven world famous events in the areas of Art, Film, Music, Golf, Track & Field, and Horse Racing. These individual «summit meetings» reflect a certain lifestyle and by virtue of the quality of the works exhibited, the presentation of exceptional musicians or the participation of top athletes, clearly belong to the best in the world. The common denominators are the style and ambience of the appealing venues and the perfect, individually-aligned organization. These fantastic events unite Switzerland’s cultural, linguistic, culinary or scenic charms in an exceptional diversity.