Success Stories

Copyright© Swiss Business Hub Japan 2011. All rights reserved.

Switzerland. Trade & Investment Promotion.c/o Swiss Business Hub JapanEmbassy of Switzerland 5-9-12 Minami-Azabu, Minato-ku,Tokyo 106-8589 JapanPhone: 0120 844 313 (Domestic calls)Phone: +81 3 5449 8400 (International calls)Fax: +81 3 3473 [email protected]

Our hotline: 0120 844 313www.invest-in-switzerland.jp

Japanese and Multinational Companies in Switzerland.invest-in-switzerland.jp

Success Stories.

Building Long-term Partnerships Drives Growth.

Japanese World in Switzerland | 1

Nissan

Shimadzu

Hitachi Medical

Sunstar

Eisai Pharma

Fanuc FA

JTI

Toray Membrane

Elpida Memory

Sekisui Alveo

Mycom Intertec

Namiki

Mont-Bell

Eizo Nanao

Union Tool

Google

Kraft Foods

Johnson & Johnson

Siemens Building Technologies

Columbia Sportswear

Fossil

Switzerland – Your Gateway to Europe.

Success Story Locations.

Japanese Success Stories.

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Multinational Success Stories.

More Information.

Our Services for You.

Table of Contents.

2 | Success Stories

A warm welcome.

The entering into force of the Free Trade and Economic Partnership

(FTEPA) between Japan and Switzerland on September 1, 2009

marked a significant milestone for economic relations between the

two countries. It provides an opportunity to examine and celebrate

the depth of the relationship, and a timely reminder of the benefits

Switzerland can offer Japanese companies currently or looking to

operate in the European market. For Switzerland lies at the heart

of Europe yet remains firmly independent, and this important trade

agreement enhances the benefits of this position.

The capacity of Switzerland to offer a stable economic, political

and business environment has long made it home to many leading

global organizations. They include the United Nations and the

International Olympic Committee, and Swiss multinational

companies that originated in Switzerland and have their global

headquarters here such as ABB, Nestlé, Novartis, Roche,

Credit Suisse and UBS.

In more recent times they have been joined by numerous global

and European headquarters for Japanese companies that include

the likes of Hitachi Medical Systems, Japan Tobacco, Nissan, and

Elpida, and international companies such as Google, Kraft Foods

and Siemens Building Technologies.

These examples providing “proof of concept” are supported by

many international surveys such as those in the IMD World

Competitiveness Yearbook 2008 ranking Switzerland 1st in the

world for language skills meeting the needs of enterprises, as well

as 1st in the world for availability of skilled labor. These surveys

consistently reveal the world-leading standards of our highly-

educated hardworking people.

The data also highlight and substantiate Switzerland’s work force

qualities’, including punctuality, reliability, motivation, excellent

qualifications, and true multilingual skills. It is the product of an

excellent education system, a culture that accommodates four

national languages together with the widespread use of business

English, allied with a work culture that is similar to Japan. Our two

nations share a passion for high quality, reliability, and long-term

relationships.

In this book we provide a number of concise case studies of suc-

cessful companies from Japan and around the world that have

set up in Switzerland. They range from small sales offices, to R&D

centres, to European and global headquarters. What they all have

in common is the desire to take advantage of the liberal market

conditions and the wealth of benefits Switzerland has to offer busi-

nesses, as well as the quality of life it provides for their staff.

As you read you will soon discover no two companies will ever

have the same requirements. With the backing of both Government

and private industry, Switzerland and each of its 26 cantons

actively encourage inbound investment by providing a flexible

package of services tailored to each company’s needs. They are

designed with the simple goal of making locating your business in

Switzerland as smooth and straightforward as possible.

Switzerland. Trade & Investment Promotion welcomes your interest

in our country as your gateway to Europe and encourages you talk

to our local representatives at Swiss Business Hub Japan within

the Embassy of Switzerland in Tokyo. They will offer you a warm

welcome and help you to quickly discover the unique benefits and

advantages Switzerland has to offer your company—just as the

companies we introduce in these pages already have.

Success Stories | 3

Switzerland – Your Gateway to Europe.

Eric ScheideggerAmbassador

Deputy Director

SECO State Secretariat

for Economic Affairs

Daniel KüngCEO

Switzerland. Trade &

Investment Promotion.

4 | Success Stories Success Stories | 5

“ Switzerland offers Japanese companies seeking to enter the European market a host of strategic advantages.”

Eric Scheidegger, Ambassador Deputy Director, SECO State Secretariat for Economic Affairs

Japanese Success Stories.Success Story Locations.

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Japanese Companies Multinational Companies

Basel

ZurichSt. Gallen

Chur

Lugano

Berne

Biel

Neuchâtel Lucerne

Zug

Geneva

Lausanne1

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Google

Kraft Foods

Johnson & Johnson

Siemens Building Technologies

Columbia Sportswear

Fossil

Nissan

Shimadzu

Hitachi Medical

Sunstar

Eisai Pharma

Fanuc FA

JTI

Toray Membrane

Elpida Memory

Sekisui Alveo

Mycom Intertec

Namiki

Mont-Bell

Eizo Nanao

Union Tool


Success Stories | 7

Nissan Motors, one of the “Big Three” Japanese automobile

manufacturers, manufactures a full range of passenger and

commercial vehicles, and sells them under the Nissan and Infiniti

brands. Established in Japan in 1933, in the late 1950s Nissan

opened its first overseas operations in the United States, and has

since expanded manufacturing and sales operations to all five

continents, with Europe accounting for over 15% of total sales.

In 2006, Nissan set up a new European Headquarters in the Canton

of Vaud, to manage European sales and manufacturing operations

for the Nissan and Infiniti brands.

Since 1999, when the current President of Nissan Motors, Carlos

Ghosn, assumed the role of Chief Operating Officer, Nissan has

undergone a resurgence, first turning around existing operations,

and then expanding its business around the world. One of Nissan’s

major growth regions has been Europe, where sales now account

for 15% of Nissan’s total business. Nissan’s European group

companies employ over 12,800 people in its European design,

research and development, manufacturing, logistics, and sales

and marketing operations. The European Group sells more than

530,000 vehicles across 40 markets in Western and Eastern

Europe including Russia, and produces a total of 450,000 vehicles

in its Spanish and British plants.

As part of streamlining operations, in 2005 Nissan Europe

conducted an extensive search for a new headquarters location,

and settled on Vaud in the Greater Geneva Berne area.

“ We were attracted to the hub of business excellence that can be found in the region between Geneva and Lausanne.”

Eric Nicolas, Managing Director of Nissan International SA

Name:Nissan International SA

Sector:Automobile Manufacture

Swiss operation:European Headquarters

Established:1933 in Japan2007 in Switzerland

Employees:Switzerland: 145Worldwide: 215,000

Location:Rolle,Canton of Vaud,Greater Geneva Bernearea

Facts.

6 | Success Stories

Highly Talented and Qualified People.


8 | Success Stories

Nissan International SA opened its doors in the Canton of Vaud

in 2006, and in 2008 was the first company to move to the A-One

Business Center, a new commercial park just north of Rolle town

centre, overlooking Lake Leman.

Nissan was attracted to the hub of business excellence that can

be found in the region between Geneva and Lausanne, which is in

the heart of Europe. Another key factor in the choice of Vaud is

the large pool of experienced and talented people in the area,

and the ability to recruit highly qualified people in the future as

operations expand. The new European headquarters in Vaud

houses general administration, marketing, and sales, as well as

manufacturing and supply chain management, legal and finance.

It is the first time that all these functions have been carried out

under one roof, fulfilling one of the main objectives for the move

which was to allow key functions to work more closely together,

improving collaboration and efficiency. A total of 145 employees

are based in the new offices, with approximately 25% working

for Infiniti, Nissan’s luxury brand, which launched with four models

in the European market in 2008.

Many of the employees have relocated from other Nissan offices

throughout Europe. The quality of life of the area is an important

consideration for attracting and retaining qualified and experienced

staff. For families, the high quality and easy availability of

international schooling are also important considerations, while

the proximity to the Swiss Alps for weekend and holiday leisure

activities provides an added bonus. The company itself has been

enthusiastically welcomed by the local community, and looks

forward to contributing to the community as it grows its local roots.

Success Stories | 9

Shimadzu Schweiz GmbH is a subsidiary of Shimadzu, a world-

leading manufacturer of analytical instrumentation for laboratory

and industrial applications, aircraft components and medical de-

vices, headquartered in Kyoto, Japan. Since it was founded as an

instrument maker in 1875, Shimadzu has forged a reputation

for pushing the boundaries of technology in its field, with

numerous world firsts and awards testifying to its success. Today

its analytical instruments are used in chemical, pharmaceutical and

biotechnology laboratories, the food and semiconductor industry,

as well as R&D, process and quality control. To ensure it is well

positioned to service its customers around the world,

the company has offices in 70 countries.

By Japanese standards Shimadzu has a long history in Europe,

first entering European markets 40 years ago, and setting up direct

sales organizations in several markets 20 years ago. Until 1999

when it opened a direct Swiss sales and customer service office

in Reinach, in the Canton of Basel-Country, the company was

represented in Switzerland by a dealer.

Reinach was chosen as the ideal location for Shimadzu Schweiz

for its proximity to the major pharmaceutical and specialist

chemical companies which are headquartered there, to enable it to

more efficiently service customer needs. These world leaders in

their fields provide a large potential market for Shimadzu’s

analytical instruments which the Swiss office focuses on, but the

competition is well established and the challenges considerable.

“ Being on location and in daily contact withcustomersisthefirststeptobuilding long-term relationships.”

Daniel Albrecht, CEO Shimadzu Schweiz GmbH

Presented by:


Name:Shimadzu Schweiz GmbH

Sector:Analytical Instruments

Swiss operation:Sales & Customer Service



Location:Reinach, Canton of Basel Landschaft,BaselArea

Facts.

Concept car NUVU,

100% electric, CO2-free

Success Stories | 11

Hitachi Medical Systems Europe is part of the Hitachi group,

headquartered in Tokyo, Japan. Hitachi Ltd. was founded in 1910

and today covers seven core business areas, employing over

350,000 people worldwide. Hitachi Medical Corporation, the

principal of Hitachi Medical Systems Europe, is involved in the

development, manufacture, sales and installation of advanced

medical systems such the MRI systems, X-ray systems, and

diagnostic ultrasound systems, together with medical information

systems. From their European headquarters in Zug, they supply

medical professionals throughout Europe who appreciate their

innovative technology, premium performance, and advanced yet

practical medical solutions.

Hitachi Medical Corporation set up their European headquarters

in the Canton of Zug in 1997. Today, it oversees the operations of

eight subsidiaries and over 30 dealers throughout Europe including

Russia, and more recently North Africa and sub-Saharan Africa.

For the last four years the company has enjoyed strong growth, with

equipment sales accounting for 86% of turnover, and the balance

created by services. Advanced ultrasound systems comprise

two-thirds of sales, with one third in MRI and CT systems.

For Hitachi Medical Systems the advantages of operating in Zug

are comprehensive and real. Labour is well qualified, the company

can recruit and hire locally both the generalists and specialists they

need, whether for accounting, logistics or management.

“The advantages Switzerland offers are real. You hear them often, but when you have worked in many countries like I have, they are very clear.”

Alex von Rotz, Manager Finance and AdministrationHitachi Medical Systems Europe

The Advantages Switzerland Offers are Real.

10 | Success Stories

For Shimadzu the market is similar in nature to Japan in many

ways, with a conservative approach to business favouring

established relationships that have been in place for many years.

The need to be on location and in daily contact with customers

is the first step to building long-term relationships. To break into

these markets, Shimadzu has focused on providing solutions for

difficult problems, applying hard work, innovative ideas and unique

technologies.

To create and deliver these solutions requires a considerable

investment in time and effort by skilled specialists. All staff in the

Reinach office are local people who know the culture and ways

of business in the region, working from a common base shared by

its customers. The company’s local specialists work with product

specialists at Shimadzu’s European headquarters, who

communicate special needs to Japan.

Being able to solve difficult problems and provide high quality

specialist equipment demonstrates Shimadzu’s ability to be reliable

long-term partners. At the same time, they are constantly providing

feedback to R&D on customers’ next generation needs, as they

look to more refined instruments and automation to enhance their

work while reducing costs. This surefooted approach to growing

relationships has seen the Shimadzu office grow from just one

person when it opened to 16 people, and enjoy stable growth in

the last few years.

For Shimadzu, Reinach’s location enhances the diversity of the

workforce. Several of the staff are from Germany and France, the

borders of which they are just minutes drive away. They add to

the multilingual, multicultural environment in the company, which

uses English as the common business language.

Name:Hitachi Medical Systems Europe

Sector:Medical Technology



Employees:Local: 20Worldwide: 16,000

Location:Zug,Canton of Zug,Greater Zurich Area

Facts.

Prominence UFLC-

Ultra Fast Liquid

Chromatograph

Presented by:


In addition, it is easy to recruit personnel within Europe and bring

them into Switzerland—or even to have them working remotely.

Hitachi’s management team, for instance, is split over Italy, France,

Switzerland and Germany, and they commute to Zug as required.

This highlights the importance of the location at the heart of

Europe, and the infrastructure that enables quick and straight-

forward access through Zurich airport to cities throughout the

continent. Another key consideration is that cooperation with local

government is outstanding. For example, information and

assistance for staff visas can be obtained by a simple phone call

to the local government, with approvals within a few days. The

authorities are helpful, straightforward and easy to work with,

streamlining these processes without recourse to outside specialists.

Given the number of multinational companies in Switzerland, the

special resources and skill sets required for setting up and running

an international company are easily available. The accountants,

lawyers, and consultants with the skills and experience needed to

transact business and meet local regulations throughout Europe

are all available locally. With the multilingual, multicultural

environment in Switzerland, people are comfortable working in

English, the language of business throughout Europe, as well as

other regional languages.

The tax regime is also similarly straightforward. It is clear,

transparent and low, both for corporate and individual tax. Finally,

Hitachi believes Swiss culture is a good fit with Japanese culture,

in the considered approach to business, high standards of

compliance with laws and standards, and sense of fair play.


The Sunstar Group was founded in 1932. Today, it is among the

top ten companies in the world in the oral care sector with nearly

4,000 staff worldwide. With operations in 16 countries, and

distributors in many more, Sunstar provides its products and

services to customers in over 90 countries.

A familiar presence for its customers around the world, Sunstar

strives to understand the unique needs and culture of each country

and region in which it is active, while keenly addressing its social

responsibilities as a global corporation. In this way, Sunstar is

aiming to become truly both a global and a local company.

Ever since its establishment in 1932, the Sunstar Group has been

guided by its corporate motto “Always strive to help people

everywhere achieve better health and enhance their quality-of-life”.

In its four core business fields, “Mouth & Body”, “Health & Beauty”,

“Healthy Living Environment”, and “Safety Support & High Tech-

nology”, Sunstar strives to create unique, useful, and attractive

products and services that help people around the world attain the

key social values of Health, Beauty, Comfort and Safety.

Sunstar Suisse S.A. was established in Ecublens, close to

Lausanne, in the Canton of Vaud, Switzerland, in 2002. In 2009,

the company’s new world headquarters were completed in nearby

Etoy. The new headquarters oversee a network of companies

and worksites responsible for pursuing the group’s business

activities worldwide. It serves as the base for global management,

including finance, purchasing, human resources, public relations

“ Our Global Headquarters in Switzerland ishelpingustofulfilSunstar’sDream and Mission.”

Yoshihiro Kaneda, Chairman of the Sunstar Group

Creating a base for global growth.

HI VISION Preirus

Ultrasound

Presented by:

Name:Sunstar Suisse S.A.

Sector:Oral care, cosmetics, and health-promotingproducts

Swiss operation:Global Headquarters



Location:Etoy,Canton of Vaud,Greater Geneva Berne area

Facts.


and marketing activities, as well as research and development.

Employees of various nationalities work closely together to achieve

their business objectives.

Contributing to the decision to shift the group’s core business

functions to Switzerland is its status as a neutral country with a

stable currency and commodity prices, a competitive economy,

with educated employees and high quality of life. Switzerland’s

deep democratic traditions are embedded in a highly developed

administration and law. The country embraces the diverse cultures

and languages of its people, making it easy to set up and become

part of the fabric of the local community. The country of Switzerland

itself is a trusted global brand, with Swiss products and services

found around the world.

To meet the challenges of the next frontier in Sunstar’s business

development requires continuous development and marketing of

unique high-value-added products. Switzerland offers superb dental

and medical educational and research institutions, advanced bio-

technologies and skilled human resources, and provides a gateway

to markets throughout Europe as well as the Middle East and Africa.

As a truly global company, in the future Sunstar seeks to enhance

“oral health and systemic health” and “quality-of-life.” The oppor-

tunities for Sunstar to contribute in the market are immense, and

the company is committed to providing advanced technologies

and the highest product quality and services to satisfy customers

around the world. This commitment forms the basis of Sunstar’s

aspirations, hopes, and mission, and the new Swiss world head-

quarters plays an important role in its realisation.


Eisai Pharma AG is the Swiss Affiliate of Eisai Europe Limited,

the local Operating Company of Eisai Co., Ltd. headquartered in

Tokyo, Japan. Established in 1941, Eisai is a research-based

human health care (hhc) company that discovers, develops and

markets products around the world. Eisai focuses its efforts in

three therapeutic areas: Integrative Neuroscience including

neuroscience, neurology and psychiatric medicine; Integrative

Oncology including oncotherapy and supportive-care treatment;

and Vascular/Immunological Reaction which includes acute coro-

nary syndrome, atherothrombotic disease, sepsis,

rheumatoid arthritis, psoriasis and Crohn’s disease.

Through a global network of research facilities, manufacturing

sites and marketing subsidiaries, Eisai actively participates in all

aspects of the worldwide health care system. Globally, Eisai

operates in five key regions: its home market of Japan, North

America, China, Asia/Oceania/Middle East, and Europe, and

employs more than 11,000 people worldwide.

The Swiss affiliate, Eisai Pharma AG, a sales operation with

integrated local Medical & Regulatory Affairs and local Marketing

functions, was established in 2005 and became fully operational

in 2006. Currently the Swiss affiliate is the marketing authority

holder for prescription medicines indicated in the treatment of

epilepsy, chronic pain and gastroenterology. Amongst these are

medicines indicated for very rare, but severe conditions, so called

“orphan diseases”.

“The authorities are customer-focused and service-minded, which is a unique approach in my experience.”

Bruno Pirovino, Country Manager, Eisai Pharma AG

Central Location Facilitates Intensive Customer Cooperation.

Name:Eisai Pharma AG

Sector:Pharmaceuticals

Swiss operation:Sales Operation with Local Medical & Regulatory Affairs and Marketing Functions


Employees:Switzerland: 15Worldwide: over 11,000

Location:Zurich,Canton of Zurich,Greater Zurich Area

Facts.

Presented by:


Since its establishment, Eisai Pharma AG has implemented

several patient focussed, non-profit projects as part of its human

health care (hhc) philosophy.

The city and Canton of Zurich were chosen as the location for

Eisai’s Swiss operations by applying key criteria that Eisai uses

when establishing its subsidiaries, including location, infrastruc-

ture, and the availability of skilled personnel. Just five minutes

by public transport from Zurich airport, the office is conveniently

located for flying to the regional headquarters in the United

Kingdom, and global headquarters in Japan. The excellent

infrastructure in Switzerland also makes servicing of the market

straightforward. The pool of skilled and qualified talent is excellent,

a product of the high quality schools and universities that have

a global reputation – which also provide an added attraction for

international staff.

For Mr. Pirovino, Country Manager of Eisai Pharma AG, an

outstanding feature of doing business in Switzerland is the

customer-focused, service-minded approach of the authorities.

Having worked in many countries on three continents, he

appreciates the ease of contact, straightforward processes, and

quick decision making. If he needs to, he can simply pick up the

phone and talk to the relevant person and receive an answer.

With many international companies in Zurich and Switzerland,

it is also easy to find experienced consultants to provide the

expertise and services required for setting up and running a new

international company.


Fanuc FA Switzerland GmbH, originally established as a subsidiary

of GE Fanuc Automation Corporation, is a joint venture of General

Electric Co. (GE) of the United States and FANUC Ltd. of Japan.

GE is one of the world’s largest and most diversified technology,

manufacturing and service companies, with approximately 300,000

employees worldwide. FANUC is an automation pioneer with more

than 50 years of experience in factory automation and Computer

Numerical Control (CNC) technology.

As a world leader in factory automation, Fanuc FA focuses on

continued innovation and exceptional product reliability to meet

the needs of industry. These aims are supported by a worldwide

sales and service network. Fanuc GE CNC Switzerland GmbH was

established in 1988 to provide sales and service to clients in the

Swiss market, and changed its name and status in 2004 as part

of a European reorganization. Today the company operates out of

new premises in Biel/Bienne, in the Canton of Berne.

Fanuc FA works in a highly targeted and mature market niche,

as an OEM supplier of CNC equipment and services to Swiss

machine tool manufacturers. The company sells the electronics

such as the CNC control, motors, and drives to machine tools

builders, who mount and program the Fanuc GE components on

to their machines. 85% of the final product is exported around

the world, for use in a wide range of industries that include

automotive, aircraft, medical, and watch manufacturing.

“Our relationship with authorities is straightforward, they are easy and pragmatic to work with.”

Peter Balimann, Vice President Europe, General Manager Switzerland Fanuc FA Switzerland GmbH

Quick Direct Access to Decision Makers.

Presented by:

Facts.Name:Fanuc FA Switzerland GmbH

Sector:Factory Automation

Swiss operation:Sales and Service



Location:Biel/Bienne,Canton of Berne,Greater Geneva Bernearea


To meet the needs of its Swiss customers Fanuc FA has three

departments: product sales; applications which provides technical

support; and service of installed machines. The recent move to

Biel/Bienne brings four Fanuc FA sister companies in Switzerland

under one roof for the first time, creating new efficiencies through

the sharing of infrastructure and working more closely together.

The location is also close to customers, with 80% within 80

kilometers, helping the company to provide quick service and

support to maintain its over 50% market share.

On the product and technical side, the Swiss office has a close

relationship with Japan. All products are developed and shipped

from Japan. When required, they provide direct contact between

customers and development engineers to create the customised

solutions such as CNC controls, electric motors and parts.

For Fanuc FA, Biel/Bienne offers a truly bilingual German

and French-speaking area, enabling the staff to comfortably

service clients throughout Switzerland. At the same time, it is

easier to find employees locally with knowledge and expertise in

precision manufacturing. All staff are Swiss or European, and

live in the area. In relocating to Biel/Bienne, the Canton of Berne

offered considerable assistance, with both economic incentives

and administrative support with the actual relocation, including

location hunting and processing of the various permits.

Relationships with the authorities are straightforward, and they

are easy and pragmatic to work with. This is enhanced by the

fact that like most Swiss cities, Biel/Bienne is relatively small,

enabling quick direct access to decision makers.


The Japan Tobacco Group of Companies (JT), is a leading interna-

tional tobacco product manufacturer. Founded in Japan in 1985,

and headquartered in Tokyo, it also researches, develops, manu-

factures and sells prescription drugs, as well as manufacturing and

selling beverages, processed foods, and seasonings.

JTI, the international tobacco business of Japan Tobacco, markets

world-renowned brands such as Winston, Mild Seven and Camel.

Other international brands include Benson & Hedges, Silk Cut,

Sobranie, Glamour and LD.

JTI was formed in 1999 when Japan Tobacco Inc. purchased the

international tobacco operations of R.J. Reynolds. It doubled its

size in 2007 when it acquired Gallaher Group Plc.

With headquarters in Geneva, Switzerland, more than 25,000

employees, and operations in 120 countries, JTI is one of the fast-

est growing tobacco companies in the world. JTI is truly diverse,

reflected in both its Geneva HQ and Swiss market office and

factory in Dagmersellen, in the Canton of Lucern. Between the two

locations, 1,000 employees from 48 countries are currently

employed, and the 17 members of the Executive Committee

represent 12 nationalities.

Since the 1999 acquisition, when JTI adopted the RJR international

headquarters established in Geneva in 1979, the company has

made a continuing commitment to the city.

“ The international mindset found in Geneva and Switzerland, provides an excellent environment for operating and expanding an international business.”

Frits Vranken, Senior Vice-President, Business Development & Corporate Strategy, JTI

A truly international environment for business.

Presented by:

Name:JTI (Japan Tobacco International)

Sector:International production, marketing, and sales of tobacco products


Employees:Switzerland: 1,000Worldwide: 25,000

Location:International Headquarters, Geneva,Canton of GenevaGreater Geneva Berne area

Swiss Market Office and Manufacturing, Dagmersellen, Canton of Lucerne

Facts.

© Genève Tourisme


This is reflected in its decision to consolidate its Geneva opera-

tions in a new purpose-built headquarters, to be completed by the

end of 2013, that will be able to accommodate over 1,000

employees. At the same time, JTI has continuously developed its

facility in Dagmersellen, where production has increased five-fold

since 2000.

For JTI the advantages of locating the international headquarters

in Switzerland are clear. It begins with the stable political system

and security, and an international outlook and heritage. Its location

at the heart of Europe, together with the close proximity to Geneva

airport for connections to European and major cities of the world,

as well as hubs at Zurich and Frankfurt, reinforces this convenience.

The secure financial infrastructure, supportive federal and cantonal

structures, and numerous double tax treaties with other countries,

enable its international role. For a truly international company, the

city and Canton of Geneva have a welcoming supportive social

infrastructure. Home to 180 nationalities with 45 per cent of the

population being non-Swiss, it offers a truly multilingual, multicul-

tural environment that has long attracted numerous international

organizations such as the UN and the Red Cross. It has a qualified

and international oriented workforce, provides an excellent

supplier and logistics base, and is also in a convenient time zone

for managing global operations. For employees the high quality of

life, consistently ranked among the top three cities in the world,

is a significant benefit for JTI in attracting international talent.

The combination of excellent international schools, restaurants,

shopping, entertainment and arts, complemented by the leisure

and recreation opportunities offered mountainous surroundings,

make Geneva a very attractive location to live and work.


Toray Membrane Europe AG (TMEu) is a subsidiary of Toray

Industries, Inc., a leading chemical manufacturer with businesses

in 21 countries and regions around the world. TMEu was

established in 1983 as Ropur AG, a Swiss/Japanese joint venture

between Mitsui & Co., Ltd. and Mr. Kallenberg, for the purpose

of selling Toray membrane products in Europe, Middle East and

Africa. After Toray increased its share in Ropur AG, becoming

the major shareholder in 2003, the company was renamed Toray

Membrane Europe AG in 2004. Today, with its headquarters in

Munchenstein, Canton of Basel-Country, TMEu heads up seven

local offices and four distributors throughout Europe, Middle East

and Africa.

Driven by Toray Group’s philosophy of contributing to society

through the creation of new value by innovative ideas, technologies

and products, Toray is a world leader in environmental and water

purification membrane manufacturing. Toray’s innovative prod-

ucts help to meet the demands for clean water in countries where

economic or physical conditions have created a serious shortage

and deterioration of water. Its advanced membrane products are

utilised in the desalination of seawater, in wastewater treatment,

“ With a relatively low tax rate in Europe, outstanding geographical location with excellent travelling facilities into our markets, availability of a multilingual workforce, friendly and diligent people and comfortable living environment, Switzerland deserves more attention from Japanese companies.”

Yoshio Ozaki, President, Toray Membrane Europe AG

Switzerland is Well Prepared for Foreign Investment.

Presented by:

Swiss subsidiary:Toray Membrane Europe AG

Swiss operation:Sales of Toray Membrane Products and their Related Products

Established:Established in1983 as Ropur AG; renamed Toray Membrane Europe AG in 2004 with the appointment of Yoshio Ozaki as President

Employees:Switzerland: 35

Location:Munchenstein Canton of Basel Landschaft,BaselArea

Parent company:Toray Industries, Inc.

Sector:Chemicals

Established:1926 in Japan

Total employees:38,500

Facts.


and in the production of ultra-pure water in various manufacturing

industries, making them indispensable in these fields. In worldwide

recognition of such contributions, the company received the

“2008 United Nations Humanitarian Award”.

Switzerland’s central location in Europe is geographically ideal for

TMEu’s headquarters. Considering the easy and efficient access to

TMEu’s sales and service areas in Europe, Middle East and Africa,

there is no better place for its headquarters.

For TMEu, Switzerland is also the base for a high-level, interna-

tional marketing and technical service team to match its quality

products. For this team that includes people of 15 different

nationalities running a regional business, the multilingual skills of

the staff members are essential. With business being transacted

in the local language in each country, the communication skills of

the staff, some of whom are fluent in five languages, enables close

connections with customers. The Swiss staff are well-educated,

hard working and capable, with a motivated approach to work that

supports the company’s success. Their contribution has helped

to grow TMEu’s sales over 330% since 2004.

Switzerland is well-prepared for foreign investment, and a number

of multinational companies have already invested in the country.

In addition to the relatively low tax rate in Europe and the friendli-

ness of the Swiss, which are surprisingly little-known facts about

the country, the comfortable living environment makes Switzerland

very attractive for establishing a business.

On a personal note, for Mr. Ozaki who heads up the company as

the sole Japanese in the TMEu group companies, Switzerland

offers an excellent lifestyle, close to the skiing in winter and hiking

in summer that he enjoyed in his student days in Japan.


Established in Japan in 1999, Elpida Memory, Inc. is a leading

global manufacturer of Dynamic Random Access Memory (DRAM)

silicon chips. Its design, manufacturing and sales operations are

backed by world-class technology and expertise to provide

applications for a wide range of uses, including high-end servers,

mobile phones and digital consumer electronics. Elpida Memory

(Europe) Sarl was established in early 2008 in Grand-Lancy, in the

Canton of Geneva, to enhance the company’s presence in Europe

by working more closely with customers, and to form business

alliances with chipset makers and flash memory makers in the

region. It provides semiconductor sales, technical assistance and

after service, as well as a “System Technology Lab” that promotes

design activities using Elpida’s advanced system design and

analysis technology.

In contrast with the chipsets used in PCs, the DRAM used in

mobile and consumer electronics is customised for each

application to provide the functionality incorporated in customer’s

individual products. With a design cycle of less than one year,

customer support is critical to the design and sales of these chips.

For Elpida, the move to Switzerland was built around the desire

to provide high quality sales and service support more quickly to

its European customers. As part of the move, the company

combined the head office and technical support functions which

had previously been carried out at separate locations.

“TheGenevaEconomicDevelopmentOffice provided excellent advice and helped to smooth the relocation process from A to Z.”

Akihiko Furusawa, Managing Director, Elpida Memory (Europe) Sarl

Eager to Invite Fresh Investment.

Presented by:

Toray RO Element

Toray MBR Module

Name:Elpida Memory (Europe) Sarl

Sector:Micro Technology

Swiss operation:European Sales



Location:Grand-Lancy,Canton of Geneva,Greater Geneva Bernearea

Facts.


Geneva’s location in the heart of Europe, with several customers

in and around the Canton, and others within 2 to 3 hours drive in

cities such as Grenoble and Milan, was a critical factor in realising

new efficiencies. At the same time Elpida opened its “System

Technology Lab” in Geneva, staffed by engineers from Japan.

The Lab provides the latest analytical measurement system,

supporting customers’ designs, providing simulations on board

layouts, usage routines, and feedback on noise and thermal issues

among others. As the only DRAM supplier providing this service in

Europe, the Lab enables Elpida to provide the technical resources

to qualify the compatability of their DRAM products to customers’

systems, and gives it a competitive edge in the market.

For Elpida, the move to Geneva was promoted and smoothed by

Geneva Economic Development Office, which is eager to invite

investment. They were very helpful from the start, providing

excellent advice and helping to smooth the relocation process from

A to Z. They introduced services that helped with the relocation,

finding office premises and setting up. At the same time, the

corporate tax structure in the Canton is lower than other countries

in Europe, providing an additional incentive.

In terms of staffing, the high quality of education and availability

of skilled staff make Switzerland an excellent place for hiring truly

multilingual customer support staff, who ensure pan-European

operations are carried out efficiently. A surprise bonus for Elpida

has been the low cost of airfares, not only from the nearby budget

airline hub to cities throughout Europe for customer support work,

but also to the U.S.A and Japan for management meetings.

It helps to enhance Elpida’s ability to offer its European customers

flexible technical support on a global basis.


Sekisui Chemical was established in Osaka, Japan in 1947, as a

manufacturer of plastic and automated injection moulding.

Since then it has been a pioneer in the fields of plastics and

polymer sciences, ceramics, electronic, medical and bio-

technologies, chemicals, and construction and industrial materi-

als. In Japan, it is a leading manufacturer of modular houses and

apartments. Sekisui Alveo, a subsidiary of Sekisui Chemical, was

originally established in 1971 as Alveo AG, a specialist in the

development and production of polyolefin foams. These foams are

used in various sectors of industry and diverse applications,

for example in adhesive tapes, in automobile interiors to provide

pleasant haptics, as seals and insulation for the construction in-

dustry, and in consumer goods such as suitcases, helmets

and shoes.

Shortly after Alveo AG was formed it began working in partnership

with Sekisui Chemical Co. Ltd., which was seeking a reliable

partner in Europe. After the two companies had successfully

carried out a number of joint projects, they agreed to enter into

closer cooperation. In 1973, Alveo AG became a 100% subsidiary

of Sekisui Chemical Co. Ltd., providing Sekisui with a key produc-

tion site in Europe, and laying the foundation for the company’s

global network. Today Sekisui Alveo AG operations include

European headquarters, manufacturing, and an Applications

Service Laboratory for advanced customer service and support.

“ Our aim is to be a central contact point for questions and ideas from our customers and our employees, to help achieve efficientresultswithourexpertiseand quality awareness.”

Igor Allinckx, CEO, Sekisui Alveo

Central Location Facilitates Customer Cooperation.

Elpida Memory (Europe) Sarl

Managing Director Akihiko

Furusawa in the “System

Technology Lab”.

Presented by:

Name:Sekisui Alveo AG

Sector:Plastics Engineering

Swiss operation:European Headquarters & Application Services Laboratory



Location:Lucerne,Canton of Lucerne

Facts.


One of the critical reasons for the success of Sekisui Alveo AG

in Europe is the central location of its head office in Lucerne.

The short distances to the company’s major European customers

facilitate intensive cooperation, allowing personal contact for the

exchange of ideas at a local level in all markets. For specialists in

polyolefin foams, this forms the ideal basis for optimising customer

service. In addition, the central location in Europe also simplifies

coordination between the management team and companies in the

different countries. As Igor Allinckx, CEO of Sekisui Alveo, points

out: “Our aim is to be a central contact point for questions and

ideas from our customers and employees, and to help achieve

efficient results with our expertise and our quality awareness.”

The Japanese parent company benefits from this service concept.

Employees at the local level have in-depth knowledge of the

European market, and the specific needs and demands of

individual customers, and work closely together to develop efficient

solutions. In addition to high-quality products, technologies and

consulting, Sekisui Alveo AG also offers a comprehensive service

in the company’s Application Services Laboratory in Lucerne.

Located just 20 minutes from head office, here a team of experts

carry out analyses and feasibility studies on the processing of

materials, test new applications, and produce prototypes for

customers. As a result, the management team, development

engineers and sales staff remain in close contact, and are able to

develop optimum solutions for the customer.

Today, Sekisui Alveo AG is one of the leading producers of

polyolefin foams in Europe and has around 420 employees. With

its head office in Lucerne, the company is an important location

in Sekisui Chemical Co. Ltd. global network.


Mycom Intertec AG is the Swiss office of Mayekawa Manufacturing

Co., Ltd. (Mycom), headquartered in Tokyo, Japan. Established as

an ice producer in 1924, Mycom has developed and built recipro-

cating compressors for refrigeration and freezing, and large-scale

screw compressors for various industries. Over 85 years this

privately held company has grown to become one of the world’s

largest compressor manufacturers, and a leader in its field in the

technological development, commercialisation and serialisation of

compressor-related products and systems.

Mycom has built on this expertise to become not only a leading

manufacturer of large-scale industrial refrigeration equipment, but

also in the fields of energy, food processing, robotics and automa-

tion. One of the first Japanese companies to expand overseas

starting in Mexico in 1964, Mycom opened an office in Switzerland

in the Canton of Zug in 2004, personally headed up by its Honorary

Chairman, Masao Maekawa, the son of the company’s founder.

For Mr. Maekawa, the move to Switzerland has opened up new

opportunities in both business and his lifestyle. His presence in

Switzerland gives him quick access to top decision makers to win

understanding and recognition of Mycom’s quality, and to sell the

unique solutions and customised systems only Mycom can make.

Examples of their special technology are the supply of the world’s

largest compound 2-stage helium screw compressor to CERN

“ In Europe innovation is a common language. For Japanese companies with innovative, high-quality products, I believe Switzerland offers the perfect base for entering EU markets.”

Masao Maekawa, Honorary Chairman, Mayekawa Manufacturing Co., Ltd. (Mycom)

Innovation is our Common Language.

Presented by:

Name:Mycom Intertec AGEurope

Sector:Machinery

Swiss operation:Sales & Distribution




Facts.


for use in the Large Hadron Collider accelerator located in Geneva,

and an environmentally-friendly, high-performance NH3 heat pump

system for Badrutt’s Palace Hotel in St. Moritz that uses lake water

as a heat source.

When looking at Europe, Switzerland was a natural choice of

location for Mycom. Switzerland is home to many world-class

companies and a large number of European and global head-

quarters are based here. Mycom can meet directly with customer

management for large-scale projects they want to promote. At the

same time, the expertise and skills required to enter into the market

are all available. Four national languages plus the common use of

English in business make it easy to find consultants and conduct

research, and to make presentations throughout Europe.

“Switzerland and Japan share a number of characteristics that

have made the smooth set up and good on-going operations

possible in Switzerland,” says Mr. Maekawa. “Relationships are

straightforward, people are hard working, and the workplace

atmosphere is harmonious. The ability to recruit highly skilled

staff is another plus. A number of young people have fluency in

Japanese, making collaboration and interaction in Switzerland and

throughout Europe easy for Japanese staff. The flexible labour laws

and the absence of any strikes in workplaces throughout

the country, reinforce the reliability of the infrastructure and ease

of transport within the country and throughout Europe.”

On a personal note, Mr. Maekawa is enjoying the lifestyle and out-

doors that Switzerland offers. He feels the Canton of Zug is one big

garden, and walking his dog, Hachi has opened doors to unexpect-

ed friendships in his neighbourhood. Tempted by the world-class

ski runs just an hour from Zug, he has also taken up skiing again.


Founded in 1939 and headquartered in Tokyo, Namiki Precision

Jewel Co. Ltd. is a world leader in the manufacture of advanced

materials and precision components, based on its core technology

in precision cutting, grinding and polishing. Dedicated to proprie-

tary development of manufacturing processes, a keen commitment

to R&D has kept the company at the leading edge of innovating

new materials and products.

Namiki has enjoyed a long shared history with Switzerland, dating

back to its founding as a manufacturer of precision jewel bearings.

Namiki not only imported machinery from Switzerland, but also

applied business insights on the Swiss approach to manufacturing

by setting up its facility in Akita, where it could easily attract

skilled labour and offer an excellent work-life balance in the Swiss

manner. Today, Akita remains the hub of Namiki operations.

To create the environment for future growth, Namiki set out to

move closer to its customers in Europe, and at the same time

search for potential R&D partners in the field of nano-technology.

After analysing European markets for suitable locations, Namiki

settled on Lausanne in the Canton of Vaud, a member of the

Greater Geneva Berne area – GGBa as the preferred location.

For Namiki, Switzerland offered a number of general benefits,

including the location in the heart of Europe, while Lausanne had

specific attractions.

“ Being based in Switzerland offers us fresh opportunities for growth in both product lines and markets, with new partnerships for R&D and direct connections with potential clients as part of the technology incubator model.”

Yoichi Shimoda, President, Namiki Precision of Europe SA

Connecting with new opportunities for innovation and growth.

Presented by:

Name:Namiki Precision of Europe SA

Sector:Manufacture of advanced materials and precision instruments




Location:Lausanne, Canton of Vaud,Greater Geneva Berne area

Facts.


Of particular interest was PSE (Parc Scientifique de I’EPFL- École

Polytechnique Fédérale de Lausanne), an on-campus incubator

for science start-ups that offered space on the premises with the

flexibility to expand as required, opportunities for world-class joint

research, and close connection with European customers of new

products. The technology incubator model helped Namiki simplify

the physical and legal establishment of their business, and placed

them directly into the R&D community and supplier network,

and the company was quick to sign a joint research agreement

with EPFL. The cluster of excellence in medical technology in

GGBa area was also a key attraction, allowing Namiki to introduce

its cutting edge technologies and products such as f1.5mm

micro-motors and micro pumps with potential applications in next

generation medical devices to a wider market.

In repositioning the company for growth in Europe, Switzerland

offers Namiki a host of benefits. The location, just 40 minutes from

Geneva airport, ensures easy access to main European markets

and quick connections to Japan. The opportunities provided by

the JSFTEPA (Japan-Switzerland Free Trade and Economic

Partnership Agreement), including low tax rates and agreements

on investment and personnel, added to the attractions.

For Namiki, which invests heavily in R&D, the joint research offers

values that will feed through its R&D department into the whole

company. The opportunity in Lausanne to learn and apply new

approaches to R&D, to develop and add high value to products

and applications through a close relationship with potential

end users, is helping to broaden the company’s approach to

developing new technologies and products in Japan, and position

it for a worldwide growth in the future.


Mont-Bell was established in 1975 by Isamu Tatsuno and two of

his mountaineering partners, Fumiaki Masaki and Sachiko Masuo.

The idea for Mont-Bell came to Tatsuno while he was climbing

on the famous north face of the Eiger in 1969, when he found his

clothing and gear ill-suited to the harsh conditions. He decided to

create clothing and equipment that is light, yet provides comfort

in all conditions, and Mont-Bell was born. It was also the start of a

close relationship with Grindelwald, in the Canton of Berne.

The company initially applied the Japanese tradition of kinobi

“function is beauty” to mountaineering equipment, then expanded

into equipment for a diverse range of outdoor activities. Today it

has over 60 retail stores in Japan and one in the United States.

In 2005, to celebrate the company’s 30th anniversary, Mont-Bell

opened its first European store in Grindelwald at the foot of Mt.

Eiger, where the Mont-Bell story began.

The story of Mont-Bell in Switzerland grew out of a shared love of

the mountains. Located in the heart of the Swiss/Bernese Alps,

Grindelwald is one of the birthplaces of alpine climbing and culture,

home to climbing guides, and a gateway for mountaineers, hikers

and tourists to the Alps.

Isamu Tatsuno visits Grindelwald periodically, and when the head

of the local tourist association found an excellent location available

in the centre of town, he invited Mont-Bell to open a store.

“IfinditeasytoworkwithSwisspeople, we share the same ideas, they like to do a perfect job. As soon as you give them a goal and everything is clear, they do it.”

Yumi Kanaoka, Manager, Mont-Bell (Suisse) SA

Sharing a Love of the Mountains.

Presented by:

f1.5mm micro-motor

Name:Mont-Bell Suisse SA

Sector:Outdoor Goods

Swiss operation:Retail Store


Employees:Switzerland: 6Worldwide: 340

Location:Grindelwald,Canton of Berne,Greater Geneva Berne area

Facts.


In many ways the store is a combined effort between Mont-Bell

and Grindelwald. A Swiss lawyer in Tokyo helped with setting

up the company. Mont-Bell adopted a step-by-step approach

to finding their way in the Swiss and European markets, building

knowledge and experience of the market slowly and steadily. It set

a goal for the store of providing customers everything they require

for mountaineering and hiking, together with an extensive range of

clothing catering to tourists.

For manager Yumi Kanaoka, the first year was the most difficult,

getting the product mix and sizing right to suit local demand, and

introducing and raising the profile of the store. Working closely

with Osaka head office, which provides back office support via the

internet, they solved each challenge, such as bringing larger size

products from Mont-Bell in the United States. This approach has

been successful, and has laid the groundwork for opening

additional stores in the future. Awareness of Mont-Bell has also

grown, with many stores throughout Europe showing interest in

carrying Mont-Bell because their products are unique.

Ms Kanaoka finds it easy to work with Swiss people, and feels

they share the same ideas, and like to do a perfect job. “As soon

as you give them a goal and everything is clear, they do it. Finding

staff locally to work in the store has also been easy,” she reports.

On a personal note, with a background in mountaineering, she is

very happy living and working in the mountains, and being able to

simply walk to work.


Eizo Nanao AG is a part of the Eizo Nanao Group, a world leader

in high-quality visual display systems. From its base in Hakusan

City, in Ishikawa, Japan, the company designs, develops, manu-

factures and sells display monitors and peripherals, amusement

products, and imaging system software. With over a third of its

workforce working in R&D, its quality technology and integration

of cutting-edge software applications see its monitors and display

systems used in situations where great accuracy and reliability are

critical. With a presence in over 20 countries, Eizo Nanao opened

its Swiss subsidiary in Wadenswil in the Canton of Zurich in 2005

to support local sales and service.

The Swiss market is a critical market for Eizo because the high

standard of living and long history of technology and innovation

have a fostered a deep appreciation and demand for quality goods.

Like Japan, if Eizo can succeed in the market here, their products

will stand up anywhere in Europe—and indeed the world.

From 1985 to 2005, Eizo displays were sold and serviced in

Switzerland by a local distributor. With the pending retirement of

the distributor’s founder and owner, Eizo Nanao took the opportu-

nity to revaluate its marketing and bought the Eizo sales business

and team from the distributor to give the company greater access

and control of its sales in Switzerland.

“ Working closely with our customers enables us to pick up their next generation requirements and feed it back to R&D.”

Kunihiro Arata, CEO, Eizo Nanao AG

Swiss and Japanese Business Culture Have Many Commonalities.

Presented by:

Name:Eizo Nanao AG

Sector:Display Monitors

Swiss operation:Marketing & Sales



Location:WadenswilCanton of Zurich,Greater Zurich Area,

Facts.


At the same time as it set up the new company, Eizo shifted from

a focus on selling to general markets to a consulting and service

model built on direct relationships with customers and end users.

It concentrated on four vertical market segments in which it offers

unique benefits; financial companies for use on the trading floor

and in control centers; air traffic control and road tunnel cotrol

centers; medical applications, especially hospital radiology

departments that are transitioning to filmless operation; and colour

graphics management. These are stable markets where Eizo’s

technologies and five-year product warranties give it an edge.

The close contact with end users enables Eizo to satisfy their

current needs, and learn their next generation needs to provide

feedback to R&D.

Eizo quickly found there are many similarities in the Swiss and

Japanese approach to business. Swiss people are traditionally

hard workers, very reliable, and accountable. They are motivated

with a career focus in their work, making it important to have a

career path in place. Their openness and friendliness facilitates

setting up and doing business, and fitting into the local community.

For Japanese staff it is easy to come to Switzerland and start

work the next day, and there are no surprises in the ways of

working and business culture.

The lifestyle is excellent. It is like living in Tokyo in terms of being

able to conduct business during the week, and living in Nagano

on the weekend, with the mountains, golf and other activities just

30 minutes away. Says Eizo Nanao AG CEO Kunihiro Arata,

“Some people ask me about living in Switzerland, and I tell them

it is 120% satisfaction!”


The Union Tool Co. was established in Tokyo, Japan in 1960.

It quickly built a reputation as a pioneer in the manufacture of

micro drills and routers for the PCB (printed circuit board) industry,

innovative high-precision end mills for the die and mould making

industry, and high accuracy linear motion guides. The company

has 37% of the global market for PCB drills, and prides itself on

designing, developing and manufacturing its own products and

production equipment.

Union Tool found a ready market for its PCB products in Europe,

and opened a wholly-owned sales and service subsidiary in

Switzerland in 1986. In 1987 the company moved to its present

location in the Canton of Neuchatel in the heart of the Swiss

watchmaking industry. Until a severe worldwide downturn hit the

electronics industry in 2001, 99% of the company’s business was

in PCB-related products. The downturn led the company to

introduce its end mills for die and mould making into Europe,

which today has grown to 40% of overall business. The drive to

grow new markets in the aerospace, medical, electronics,

watchmaking and other industries continues today.

Union Tool has a distributor for each product line in each country

throughout Europe. With its main markets in Germany, Italy, France

and Switzerland, the location in Switzerland is ideal for servicing

these distributors. In addition to the distributors, the very largest

customers with complex technical requirements are handled directly.

“ The people are very open-minded, integrateeasily,andrespecteachother’s languages and cultures. Newcomers swiftly adopt the Swiss work mentality.”

Chris Serre, President, Union Tool Europe SA

The Quality of Staff is a Key Benefit.

Presented by:

Name:Union Tool Europe SA

Sector:Precision Manufacturing Tools

Swiss operation:European Sales and Technical Service


Employees:Switzerland: 10Worldwide: 1511

Location:Neuchâtel,Canton of Neuchâtel,Greater Geneva Berne area

Facts.


For Union Tool, the key to being in Switzerland is the quality of

the staff, their skills and work ethic. Employees in Neuchatel are

multilingual, with everyone in the office speaking a minimum of 2

to 3 languages. Indeed, among the ten staff at Union Tool there

are five nationalities with fluency in seven languages, which helps

support an understanding of the specific industry needs and

business culture of each country they sell to. The salaries are high

compared to other European countries, but the qualifications and

efficiency of the personnel more than justify their payment.

These qualities are the product of a highly diverse society with over

one million foreigners in a population of 7.5 million. The people

are very open-minded, integrate easily, and respect each other’s

languages and cultures. Newcomers swiftly adopt the Swiss work

mentality of being efficient, hard working and well organized.

Though the company has a very low turnover among staff and

there is low unemployment in Switzerland, finding qualified staff is

never a problem. An additional benefit of being in Neuchatel is the

availability of technical staff with engineering backgrounds.

Also critical to the initial decision to locating in Switzerland is the

favourable tax regime. Union Tool was treated as an inward

investor and creator of jobs and products, and given a beneficial

tax status for the first 10 years. The low corporate tax remains

extremely competitive today, even after these special tax

holidays expired.

Outside of work, the quality of life is exceptional with close

proximity to the outdoors, and in a city the size of Neuchatel,

a very short commute to work. In fact some of the staff live so

close, they even drive home to enjoy lunch with their families.


“Switzerland’sstableeconomic,political and business environment has long made it home to many leading global organizations and multinational companies.”

Daniel Küng, CEO, Switzerland.Trade & Investment Promotion.

Multinational Success Stories.

Presented by:


Google Zurich is the European research headquarters for Google

Inc., headquartered in California, U.S.A. Established in 1998 by

Stanford Ph.D. students Larry Page and Sergey Brin, Google has

expanded its breakthrough internet search engine technology and

continued innovation in accessing and using information through

the internet, and today is a top web property in all major global

markets. Google’s innovative search technologies connect millions

of people around the world with information every day, and

google.com is widely recognised as the “world’s best search engine”.

The company also serves corporate clients, including advertisers,

content publishers and site managers, with advertising and a wide

range of revenue generating search services. Google’s targeted

advertising program provides businesses of all sizes with measur-

able results, while enhancing the overall web experience for users.

Google has more than 60 offices and engineering centers around

the world, with Google Zurich serving as research headquarters

for Europe, the Middle East and Africa.

Google opened its office in Zurich in 2004 on the recommendation

of Google pioneer and first vice president of engineering, Swiss-

trained engineer Urs Holzle. Urs was well aware of the quality

of Swiss universities, which fitted with Google’s philosophy of

fostering close relationships with academia to drive innovation

and growth.

“ Collaboration with academia and faculty involved in cutting edge technology is important for Google, and Swiss universities are world class.”

Matthias Graf, Head of Engineering Communications EMEA, Google

On the Cutting Edge of Technology.

Name:Google

Sector:Information Technology

Swiss operation:Engineering Center,European Research Headquarters

Established:1998 in U.S.A.2004 in Switzerland



Facts.

EXCELLENCEIN THE HEART OF EUROPE

スイス・ラーニングは、世界中から生徒が集まる

スイスの名門ボーディング・スクール（寄宿学校）

とホテル学校のグループです。

スイスが生んだルソー、ペスタロッチ、ピアジェ

などの偉大な思想家たちは、スイスの教育の基

礎を築いてきました。そして、彼らの思想は世界

中の至るところで深く浸透しています。知育のみ

ならず、躾や個性を重視した全人教育は、スイス

の教育の伝統の礎となり、今日に至るまで受け

継がれてきています。

スイス・ラーニング日本事務局は、日本の皆様に

スイスの教育の伝統を守り続ける名門ボーディ

ング・スクールを様々な形でご紹介しています。

毎年秋には、スイスから加盟校の先生方が来日

し、留学ワークショップや、卒業生の合同同窓会

を開催しています。

また、スイス留学を検討している方には、スイス

大使館内にて予約制の個人カウンセリングを行

なっておりますので、お気軽にご相談ください。

スイス・ラーニング日本事務局〒106-8589　東京都港区南麻布5-9-12スイス大使館　スイス・ビジネス・ハブ

留学アドバイザー　飯沼由紀子Tel: 03-5449-8400（代表） 03-5449-8433（直通）Fax: 03-3473-6090

[email protected]

www.swisslearning.com


Starting with just two people, the Zurich office quickly expanded

as its early work won recognition throughout the company and it

received larger projects. With the growth came the need to shift

to a larger building, and the decision to make Zurich the Google

research headquarters for Europe, the Middle East and Africa.

Today it is Google’s largest engineering operation outside the

United States, employing 450 people working on the development

of the Google search algorithm, geo-products such as Google

maps and Google Earth, YouTube video applications, and Gmail.

Engineering driven from the start, collaboration with academia

has been critical. Google enjoys an excellent relationship

with universities in Switzerland, not only as a source of talent, but

also fostering technology through interaction and collaboration

including lecturing and support of Ph. D. students. Access to

transport both in Switzerland, throughout Europe and further afield,

is also important. As is the collaboration with local authorities,

which is excellent, straightforward and transparent.

The well-known quality of life in Zurich is a significant incentive

for staff relocating, and recruiting specialists from other countries.

The sophisticated city living around Google’s downtown location,

feeling of security, easy access to the outdoors and recreation,

and excellent infrastructure, have all contributed to a working

environment that has enabled this growth. For many new to Zurich,

the good weather has been a surprise, as has public transport

and infrastructure, with many of the staff biking to work. The easy

availability of international schools is also a key factor. For a fast-

moving innovator on the cutting edge of technology like Google,

Switzerland has provided the quality environment it needs to

prosper and grow in Europe—and around the world.


Kraft Foods, the world’s second largest food company, manufac-

tures and markets a wide range of delicious foods that consumers

enjoy every day, including leading global brands such as Oreo and

LU biscuits, Philadelphia cream cheese, Jacobs and Carte Noire

coffee, and Milka, Cote d’Or and Toblerone chocolate.

In recent years Kraft Foods Europe set out to implement a major

change in its business model, moving from a country-focused

organisation to an integrated, pan-European category-led structure

that includes coffee, cheese & grocery, chocolate & biscuits.

As part of this process, the decision was made to bring the

European business leadership together in one operating company

based in Zurich, Switzerland.

For Kraft, the results of bringing European leadership and central

coordination of the European business categories together in

Zurich have been very positive. A new office was built in the

suburbs of the city, and that space is now home to nearly 600

employees, including both local Swiss and a range of other

European and international employees who together represent

50 different nationalities. Having the office just 15 minutes from

the Zurich Airport provides easy access to many major European

cities, facilitating travel for European business leaders and

staff alike.

“ It is easy to attract people to join us, because Zurich is such a liveable place.”

Making Today and Everyday Delicious In Zurich.

Presented by:

Name:Kraft Foods Inc.

Sector:Food

Swiss operation:Kraft Foods Europe Operating Company (since 2007),Kraft Foods Swiss Business Unit




Facts.


The international focus in Zurich, paired with a strong commercial

and multicultural environment, has helped Kraft Foods Europe

employees quickly feel at home in their new surroundings. The

mix of sophisticated cosmopolitan living and excellent shopping,

restaurants and cultural life, together with the beautiful natural

surroundings, are qualities that employees have come to know

and enjoy.

In addition, the availability of both local and international schools

taught in numerous languages, the overall quality of the medical

and health systems, and excellent public transportation system,

are added features that have helped Kraft Foods Europe attract

employees to Zurich.


Johnson & Johnson was founded in NewJersey, U.S.A., by three

brothers who set out to save lives by producing the first sterile

surgical dressings. In the succeeding 120 years the company has

pioneered many new ideas for saving and improving lives, from

first aid kits, baby powder and disposable contact lens, to minimal

invasive surgery and breakthrough medicines. Through mergers,

acquisitions and the formation of new companies, Johnson &

Johnson has grown to become the world’s most diversified

manufacturer of healthcare products, serving three broad market

segments: consumer; pharmaceutical; and medical devices &

diagnostics.

Johnson & Johnson has had an established presence in Le Locle

and Neuchatel, in the Canton of Neuchatel in the Greater Geneva

Berne area, since 1991. The company’s Le Locle and Neuchatel

campus is home to eleven R&D and production companies under

the Johnson & Johnson Neuchatel umbrella. All these subsidiar-

ies are active in the development, manufacture and distribution of

innovative implantable medical devices, in various sectors such as

neurosurgery, orthopaedics, spine, gynaecology, sports medicine,

bariatrics and wound management. Key products include program-

mable valves for the treatment of hydrocephalus, implants for

traumatology, spinal implants, TVT implants, products for wound

management, implantable drug delivery systems, implantable

anchor systems, and adjustable gastric bands

“ What is so unique about the Greater Geneva Berne area, and indeed Switzerland, isthatyoucanfindallthepartnersyouneed to develop advanced medical devices.”

Dr. André Haemmerli, General Manager, Johnson & Johnson, Neuchatel

An Acknowledged Other Centre for Medical Technologies.

Presented by:

Name:Johnson & Johnson Neuchatel (Medos International Sarl)

Sector:Medical Devices

Swiss operation:Research and Development, Production, Distribution


Employees:Switzerland: 1,250Worldwide: 120,000

Location:Le Locle, Neuchâtel, Canton of Neuchâtel,Greater Geneva Berne area

Facts.


The company leverages the campus structure through a shared

services organisation that delivers finance, human resources,

quality systems, safety and environment, information management

and logistics services to the various companies. For Johnson &

Johnson, Neuchatel offers a number of notable advantages. Not

only is it in the heart of Europe, the Greater Geneva Berne area

is also an acknowledged centre for medical technologies. It is

traditionally known for its research and high-precision technology

with origins in the watchmaking industry, and numerous companies

have acquired exceptional expertise in the areas of automation

and micro-nanotechnologies, all of which are indispensable to the

medical technology industry.

As a result of this expertise, the easy availability of a highly-

qualified workforce and favourable working conditions, hundreds

of companies now operate in the fields of biomaterials, cardiovas-

cular and dental implants and devices, diabetes devices, electro-

medical and imaging equipment, orthopaedics, respiratory

equipment, surgical instruments, and wound and care management.

In addition, an all-encompassing sub-contractor network including

the fields of micro-machining and micro-assembling, enables

companies to gain efficient access to the entire supply chain.

André Haemmerli General Manager, Johnson & Johnson

Neuchatel, puts the advantages in a nutshell: “What is so unique

about the Greater Geneva Berne area, and indeed Switzerland, is

that you jump into your car and, in one or two hours, you can find

all the partners you need to develop advanced medical devices.”

As a result, Johnson & Johnson is continuing to expand its

research operations in Neuchatel, with the recent addition of the

eleventh company at its Le Locle campus.


Building Technologies is an Operating Division of Siemens AG.

It was founded in 1998, through the acquisition of the industrial

activities of Zurich-based Electrowatt Ltd., integrating several

decades of experience in building automation and fire safety.

Electrowatt’s history dates back to its foundation in 1895 with a

focus on power generation and distribution and respective

engineering services. Its industrial arm was built in the second half

of the 20th century by the acquisition of Cerberus Ltd. (Männerdorf,

Switzerland), a world leader in fire safety founded in 1940, and

of Staefa Control System Ltd. (Stafa, Switzerland), a leading

European player in building automation, founded in 1962. In 1996,

Electrowatt acquired Landis & Gyr Ltd. (Zug, Switzerland), founded

in 1896, and merged this company’s building automation activities

with Staefa Control System under the new name of Landis & Staefa.

Today, Siemens Building Technologies consists of five Business

Units: Building Automation; ET (Electrical Installation Technology);

HVAC Products (Heating, Ventilation and Air Cconditioning); Fire

Safety & Security Products; and Security Solutions. These

Business Units enable the Building Technologies Division of

Siemens to combine in one company offerings as a service and

system provider for building security, life safety and building

automation, and a manufacturer of the respective products.

This unique combination of business sectors gives the company

a leading position in its field worldwide.

“ Zug provides a business friendly environment seen in the interconnectedness of administration and the economy.”

Dr. Philipp Weber, Head Management Support, Building Technologies Division Siemens Switzerland Ltd.

Home to Numerous International Companies.

Presented by:

Name:Siemens Switzerland Ltd., Building Technologies Division

Sector:Building Technology

Swiss operation:Global Headquarters

Established:1998 in Switzerland

Employees:Local: 2,000Worldwide: 38,500


Facts.


The Building Technologies Division is part of Siemens Switzerland

Ltd, Zurich (Switzerland) and consists of Siemens Building Tech-

nologies GmbH & Co. oHG, Erlangen (Germany), Siemens Building

Technologies Inc., Buffalo Grove, IL (USA), their subsidiaries and

affiliates. Siemens Building Technologies global headquarters is

located in Zug, and currently employs a workforce of approximately

2000, in staff functions, as well as research and development in the

building automation and fire safety fields. In addition, Zug is also

an industrial production location with 300 employees manufacturing

building technologies products.

Though the choice of Zug for the Building Technologies Division’s

global headquarters is historical, it continues to offer a host of ad-

vantages. Key to these is the central location in the heart of Europe

and centre of Switzerland. The high quality of the infra-structure,

just 45 minutes from Zurich International Airport, and easy access

to public transportation by road and rail enhance the benefits of

the location. The availability of high skilled staff, with international

experience and foreign language skills is another major benefit.

They are the product of the outstanding education system, which

is also an attraction for international staff. Another attraction is the

stable operating environment Switzerland has provided—

economically, financially, politically and socially— for many years.

Government administration is efficient and service orientated,

competent in its decision-making, and supportive of public-private

partnership projects. Dr. Philipp Weber explains: “The city of

Zug provides a business friendly environment, and is home to

numerous international operating companies.” Finally the quality

of life in Switzerland is enviable, with easy access to lakes and

mountains in the outdoors presenting myriad leisure and

recreational opportunities.


Founded in 1938 in Portland, Oregon, Columbia Sportswear

Company is a global leader in the design, sourcing, marketing and

distribution of active outdoor apparel and footwear. As one of the

largest outerwear manufacturers in the world and a leading seller

of skiwear in the United States, the company has developed an

international reputation for quality, performance, functionality

and value. The company manages a portfolio of outdoor brands

including Columbia Sportswear, Mountain Hardwear, Sorel,

Montrail and Pacific Trail.

Columbia Sportswear first directly entered the European market

over 15 years ago. The brand has enjoyed consistent growth in

outdoor clothing, footwear and skiwear in Europe, so that today

it is one of the leading outdoor brands in the region. In addition to

Columbia Sportswear which is positioned as an innovative brand

bringing new technologies and innovations to the outdoor

enthusiast segment of the market, in Europe the company has the

Sorel cold weather footwear brand, and the Montrail and Mountain

Hardwear brands which target specialist high mountain equipment.

To rationalise its diversely spread European operations, Columbia

Sportswear moved its European, Middle East and Africa (EMEA)

headquarters to Geneva in 2005. Today the Geneva office is

home to management, sales and support teams with Europe-wide

responsibility: full product teams for apparel and footwear, legal

department, HR, Retail, Distribution, Marketing, Planning, Sales

and general management for all four brands.

“ThelifestyleinSwitzerlandisgreat.Idon’t think it can get any better for anyone who loves business and the outdoors.”

Christian Finell, General Manager, Columbia Sportswear Company

International Business Meets the Great Outdoors.

Presented by:

Name:Columbia Sportswear Company

Sector:Active Outdoor Apparel and Footwear

Swiss operation:European, Middle East & Africa Headquarters

Established:1938 in United States2004 in Switzerland


Location:Geneva,Canton of Geneva,Greater Geneva Berne area

Facts.


The decision to set up European headquarters in Geneva was

based on three key criteria in which the city excelled: its location

in the heart of Europe; the international business environment;

and the proximity to the outdoors where the products are used.

In terms of location, Switzerland and Geneva are in the center of

Europe, so the logistics of connecting and communicating with

individual European markets makes it very convenient.

As a very international city with a global business outlook, Geneva

provides a favourable and flexible business environment in diverse

ways. Everything required to do business on a European level is

available here. It is easy to attract and employ people with the

different cultural and language backgrounds, skills and expertise

required to successfully run a regional operation, both local hires

and those from further afield. Consultants and specialists in the

European market are readily available. Geneva is an easy city to

live in, with the large international population supported by an

infrastructure built up to service them, such as very good schools

for students of all ages.

Best of all for an outdoor company, Geneva is in the heart of the

European outdoors. This proximity makes Switzerland a great

location for developing and testing its products in a European

environment. Two of Columbia Sportwear’s seven European

franchise stores are close-by in Geneva and Chamonix, providing

quick feedback on current product and market trends. In addition,

many of the staff spend time in the outdoors and have close

relationships with people living and working in the mountains,

especially in Chamonix which is just an hour away, and has

probably the toughest environment in Europe to test

outdoor products.


Founded in the United States, Fossil is a design, development,

marketing and distribution company that specialises in consumer

products. Beginning with an extensive line of fashion watches sold

under the company’s proprietary and licensed brands, Fossil has

expanded into complementary lines including small leather goods,

belts, handbags, sunglasses, jewellery and apparel. In 2001,

Fossil completed the acquisition of three watchmaking companies

located in Bienne, Switzerland, providing it with the capabilities

to create and produce genuine Swiss made watch designs. This

has enabled Fossil to further grow its licensed brand work and the

company’s global reputation.

In 2004, as a result of a change in organisation in Europe from an

independent country-based focus to a regional focus, Fossil set

up its European headquarters in the Canton of Basel-City to

support sales in all EMEA countries. The headquarters started

small, and as the organisation and processes were settled in, has

gradually taken on additional functions step by step. Today, the 90

strong European headquarters handle central finance, planning,

supply chain, IT, human resources functions and the management

of the Fossil Stores, while sales and domestic marketing is the

responsibility of each country’s organisation.

Given the nature of its business, Switzerland was the ideal choice

for Fossil. Basel is home to the world’s leading luxury watch and

jewellery exhibition, BaselWorld, and Fossil management were

frequent travellers to Switzerland and felt at home in the country.

“ For Fossil, Switzerland was a natural choice for our European headquarters. The only questionwas,‘WhereinSwitzerland?’”

Martin Frey, Managing Director Fossil Group Europe

A Highly Qualified, Multilingual, Multicultural Workforce.

Presented by:

Name:Fossil Group Europe GmbH

Sector:Watch & Fashion Accessories Design and Manufacture




Location:Basel, Canton of Basel Stadt,BaselArea

Facts.


The only question they had was ‘Where in Switzerland?’

Locating the headquarters in Basel provides Fossil with synergies

with BaselWorld, enabling it to keep close to product trends, and

to meet face-to-face with important customers and the trade who

come to major events. For Fossil, Switzerland offered a lot more.

The stable political and economic environment, supported by

liberal and reliable legal and tax structures, created a firm base for

setting up business. The Basel government provided excellent

support, not simply in administration, but also helping staff

relocating to Basel with information on schools and supporting

activities to get set up and live in the area.

Switzerland’s close economic relationship with both EU and non-

EU countries, together with the excellent transport infrastructure

with fast trains and an international airport close by, ensure easy

access to all markets. At the same time, Fossil’s European

subsidiaries readily accepted locating the European headquarters

in Switzerland, as its smaller size was seen as not favouring one

of the larger markets.

In the initial set-up, several key positions were staffed by Fossil

employees from global headquarters in the U.S.A. and other

European countries. Over time, as the set-up phase has finished

and the processes matured, local employees from the Basel area

have replaced them. The flexible workforce and availability of a

highly qualified, multilingual, multicultural people has been a key to

this transition. It is easy to recruit skilled motivated staff as global

companies are rated as very attractive employers, offering the

potential for further personal development. Today the relationship

between the company and the city and region has grown strong,

and Fossil looks forward to Switzerland being its long-term home.


Switzerland. Trade & Investment Promotion.www.osec.ch

SECO State Secretariat for Economic Affairswww.seco.admin.ch

Aargau:www.aargauservices.ch

Appenzell Innerrhodenwww.ai.ch

Appenzell Ausserrhodenwww.wifoear.ch

BaselArea Economic Promotion www.baselarea.ch Basel Stadt Basel Landschaft Jura

Business Development Lucernewww.lucerne-business.ch

Greater Geneva Berne areawww.ggba-switzerland.ch Berne: www.berneinvest.com Fribourg: www.fr.ch Geneva: www.whygeneva.ch Neuchâtel www.e-den.ch Valais www.business-valais.ch Vaud: www.dev.ch

Greater Zurich Areawww.greaterzuricharea.ch Glarus: www.glarusnet.ch The Grisons: www.awt.gr.ch Schaffhausen: www.economy.sh Schwyz: www.schwyz-economy.ch Solothurn: www.locationsolothurn.ch Zug: www.zug.ch/economy Zurich: www.awa.zh.ch

Nidwaldenwww.nwcontact.ch

Obwaldenwww.iow.ch

St. Gallenwww.location.sg.ch

Thurgauwww.wiftg.ch

Ticinowww.copernico.ch

Uriwww.ur.ch/wfu

More Information.

Presented by:


The process of basing an overseas business in Switzerland involves

a large number of strategic decisions and administrative tasks.

At the Swiss Business Hub Japan (SBHJ) we are here to support

your company by providing the preliminary information you need.

SBHJ informs potential investors, entrepreneurs, managers,

consultants and interested parties about Switzerland as a business

location. We work together with our headquarters in Zurich (OSEC),

the cantonal business promotion representatives in selected

markets and industry clusters, to actively pursue the marketing of

Switzerland as a business location.

As part of the activities to promote Switzerland as a business

location abroad, SBHJ not only ensures potential investors,

managers and consultants receive all the necessary information

about Switzerland and the benefits our locations offer, but also

about the difficulties which have to be overcome. With our

“Step-by-Step Location Services” we offer comprehensive

services based on three progressive steps: Initial Information;

Basic Consulting; and Detailed Consulting.

The aim of Initial Information is to provide current and relevant

information about locations in Switzerland. This is provided in the

form of extensive documentation via the Internet, an investor hot-

line, media tours, official information events and investor seminars.

In the basic consultation, Swiss Business Hub Japan helps

Japanese investors to answer very specific, individual questions.

In doing so, SBHJ works closely with various partners from private

business and the network of the cantonal economic development

offices. SBHJ makes available the following services within the

basic consultation.

• Engage in a First Consultation tailored to your business

• Create a Customer Requirement Profile

• Make an Offer

• Organise a Fact Finding Mission

With the detailed consultation, Swiss Business Hub Japan uses

competent analysis and verified contacts to bring you on the suc-

cessful path to the location in Switzerland. The services of the

detailed consultation are offered by private experts for a fee.

Strategy ServicesLegal Services, Tax Services, Financial Services

Implementation ServicesRelocation Services, Real Estate Services, Staff Services

Interested in locating your business in Switzerland?We’reheretohelp!

‘Step-by-StepLocationServices’.



Detailed Consulting.


Our Services for You.

Copyright© Swiss Business Hub Japan 2011. All rights reserved.

Switzerland. Trade & Investment Promotion.c/o Swiss Business Hub JapanEmbassy of Switzerland 5-9-12 Minami-Azabu, Minato-ku,Tokyo 106-8589 JapanPhone: 0120 844 313 (Domestic calls)Phone: +81 3 5449 8400 (International calls)Fax: +81 3 3473 [email protected]

Our hotline: 0120 844 313www.invest-in-switzerland.jp

Japanese and Multinational Companies in Switzerland.invest-in-switzerland.jp

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