Nestled between the stunning Thunersee lake and the majestic Swiss Alps, Thun offers a perfect blend of natural beauty and historical charm. Wander through its medieval old town, where cobblestone streets lead to the iconic Thun Castle with breathtaking panoramic views. Experience the vibrant local culture, indulge in exquisite Swiss cuisine, and explore the serene lakeside promenades for an unforgettable escape.
06 COMMENT
Rewarding Friendship
08 H.E. URS SCHMID
Ambassador of Switzerland to Serbia Whirlwind of Remarkable Events
12 ANA GOVEDARICA
President of the Swiss-Serbian Chamber of Commerce (SSCC) Three Goals for a Better Future
President Novartis Serbia and Montenegro Collaboration is Crucial
17 MILENA GAJOVIĆ SHRESTHA
General Manager, SR Technics Services Innovating the MRO Industry
18 SANJA PEŠIĆ
Alma Quattro CEO Three Decades of Memorable Campaigns
19 RENATA MATUSINOVIĆ
Busines Executive Officer for FOOD, Nestlé South East European Market New Practices Contribute to Soil Fertility Preservation
20 OLIVER STREIT
Head of the Education to Employment Project, NIRAS Germany GmbH Belgrade Increasing Employment Opportunities in Serbia
21 JAN SCHOCH
Entrepreneur and Investor Premium living in a peaceful oasis with Wellness in Dedinje
22 ABB
Innovating the World with Our Technologies
CEO Ana Novčić a.novcic@cordmagazine.com
PUBLISHER Ivan Novčić i.novcic@aim.rs
PRINTING Rotografika d.o.o. Segedinski put 72, Subotica SWITZERLAND 2024
Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 125806, Serbia Phone: +(381 11) 2450 508
E-mail: office@aim.rs; office@cordmagazine.com www.aim.rs; www.cordmagazine.com ISSN: 2560-4465 All rights reserved alliance international media 2024
The views expressed in this publication are those of the presenter; they do not necessarily reflect the view of publications published by alliance international media THIS PUBLICATION IS FREE OF CHARGE
DUŠAN VUKOVIĆ Director, Mitan Oil Caring for the Market and the Environment 24 DRAGAN GAVRILOVIĆ General Manager, SIKA Serbia Four pillars for Further Developments
26
DR BOJAN PAVLOVIĆ
Executive Director, Phytonet Scientific Power in Global Health Innovation
28
ANA GRUJOVIĆ
Executive Director of the Swiss-Serbian Chamber of Commerce, SSCC Innovation is Our Greatest Asset
34 H.R. Giger: A Decade of Legacy
38 Year-Round Appeal of Swiss Resorts 40 Zurich’s Green Revolution 30 Luxury Watches Embrace Sustainability
Rewarding Friendship
Every successful relationship evolves, so future collaboration between Switzerland and Serbia will likely enhance sustainable FDI, boost Serbia’s innovation capacities and support the economy’s green transformation
Departing Swiss Ambassador H.E. Urs Schmid captured the essence of Swiss-Serbian relations succinctly, stating: “it has been a whirlwind of remarkable events, with our excellent bilateral ties strengthened and cooperation expanding into new areas like science and innovation, making this the most rewarding posting of my career”. This success stems from decades of achievements across political, economic, humanitarian and innovation sectors.
In the 1990s, Switzerland was among the first countries to offer humanitarian aid to Serbia, laying the groundwork for a comprehensive support framework. This
evolved into a robust partnership, marked by the 30th anniversary of the programme supporting Serbia’s European integration reforms two years ago. The Migration Partnership Agreement, which celebrates its 15th anniversary this year, underscores ongoing bilateral collaboration as highlighted by the July 2024 visit of Federal Councillor Beat Jans.
Noteworthy projects like the SME Hub, which offers advisory services to SMEs and partners with Serbian and international financial institutions, illustrate this expanding economic engagement
Over the past 12 years, Switzerland has been instrumental in enhancing the efficiency, transparency and accountability of Serbia’s National Assembly and local assemblies through initiatives like e-parliaments and digital tools. At the local level, Switzerland has established around 100 partner-
ships, working with local governments to improve service delivery through digitalisation and good governance practices. This includes efforts to boost transparency, citizen satisfaction and governance standards. Economic relations between the two countries have also flourished. Switzerland is a key trade partner and investor in Serbia. Noteworthy projects like the SME Hub, which provides advisory services to small and medium-sized enterprises and partners with Serbian and international financial institutions, illustrate this expanding economic engagement. Swiss investors consistently rank among the top foreign investors in Serbia, and as interviews with leading figures in the Swiss-Serbian Chamber of Commerce reveal, a strong foundation for continued success has been laid.
Every successful relationship seeks constantly to evolve and grow. In this spirit, future steps in mutual collaboration will probably focus on enhancing inflows of foreign direct investments, particularly those that support sustainable development, advancing Serbia’s scientific and innovative ecosystem, promoting socially responsible business practices and driving the green transformation of the Serbian economy.
Photo shutterstock
Whirlwind of Remarkable Events
Diplomatic relations between Switzerland and Serbia were established back in 1916, and political relations between the two countries have been strong and diverse ever since. Certainly, we may sometimes differ in our position on certain issues of domestic and foreign policy, but this wouldn’t hamper the quality of our relationship, which is based on mutual respect, understanding and support ~ Urs Schmid
By Ljubica Gojgić
Preparing for his departure from Serbia, Ambassador Urs Schmid says that the two countries’ excellent bilateral relations have been further strengthened over the previous few
years, while traditional good relations have been expanded to encompass the new areas of science and innovation. Speaking in this CorD Magazine interview, he summarises his time in Serbia as representing “the most re -
Your Excellency, you are nearing the end of your mandate in Serbia, which began during the Covid-19 pandemic. How would you summarise your past few years in Belgrade?
— I would summarise the last few years as a whirlwind of remarkable events, when our excellent bilateral relations further strengthened and our cooperation expanded into new fields like science and innovation, and I would define this time in general as the most rewarding posting of my diplomatic career. It’s true that the start was challenging, with the pandemic, but that allowed me to witness the impressive resilience of the Serbian people and the remarkable response of the Serbian government, including its early procurement of vaccines. The Russian aggression against Ukraine has brought unforeseen challenges to both of our countries, but has also created new areas of cooperation, and I am grateful to Serbia’s government for its support of the Summit on Peace in Ukraine that was recently organised by Switzerland.
How would you assess the quality of political relations between Switzerland and Serbia?
— Diplomatic relations between Switzerland and Serbia had already been established in 1916, and our political relations have been strong and varied ever since. Certainly, we may sometimes differ in our position on certain issues of domestic and foreign policy, but this wouldn’t hamper the quality of our relationship, which is based on mutual respect, understanding and support. Let me just recall the intensive cooperation we had during our consecutive chairmanships of the OSCE in 2014/2015, or our continuous collaboration in the framework of the Bretton Woods Institutions and the EBRD, where we have been partners in the same constituency for 31 and 23 years respectively. Switzerland was also among the very first countries to provide humanitarian assistance to Serbia in the early 1990s, when Serbia sustained a massive influx of refugees. This laid the basis of our current bilateral cooperation programme, which supports Serbia’s reforms aimed at advancing its European integration and which celebrated its 30th anniversary in 2022, certainly marking one of the many highlights of my mandate. We are this year also celebrating 15 years since the conclusion of the bilateral Migration Partnership Agreement, with the importance of this partnership underlined by the visit of our Minister of Justice and Police, Federal Councillor Beat Jans, on 2nd and 3rd July 2024.
Speaking in another interview with the Serbian media, you mentioned the importance of an independent judiciary and strong institutions, including parliament, to a democratic society. Given that Switzerland has supported this process through various projects, how would you evaluate the level that Serbia has achieved? — Indeed, both an independent and effective judiciary and a strong parliament are key elements of any democracy and, accordingly, they have a central place in the fundamentals of the EU accession process, as well as in global Agenda 2030, as specified under UN SDG 16. I recently had the privilege of meeting with Serbian Justice Minister Maja Popović, and her clear vision of the remaining judicial reforms made a strong impression on me.
Concerning legislative power, we have been supporting the National Assembly and a number of local Assemblies over the past 12 years, with several measures to increase efficiency, transparency and accountability. E-parliaments have been installed at a number of local Assemblies. Digital instruments like the Open Budget Portal would enable MPs to have real time oversight of public spending. Deliberative processes, including public hearings and cross-party caucuses, such as the
Women’s Parliamentary Network or the “green chair”, are other concrete examples of these measures. I am, however, disappointed to note that many of these instruments and procedures are unfortunately not active currently. They deserve to be invigorated, as they provide mechanisms that support Serbia’s further democratic development.
IMPROVEMENT
We have been creating improved conditions for service delivery by working on digitalisation, good governance practices and extensive capacity building
REFORMS
Some of our most significant cooperation projects are oriented towards supporting reform efforts in the economic field
TRADE
We are ranked as Serbia’s 4th partner globally in terms of trade in services, are in the top ten investors for the 2010-2023 period and represent the second biggest source of remittances
Are you satisfied with the progress of local governance in Serbia in terms of improving the quality of services and digitalisation, to which the Swiss embassy has provided significant contributions in recent years? — Local self-governments are central partners for us, as evidenced by the hundred or so partnerships that we’ve concluded, in addition to cooperating with the Ministry of Public Administration and Local Self-Government and with the Association of Towns and Municipalities (SCTM). We have been creating improved conditions for service delivery by working on digitalisation, good governance practices and extensive capacity building. Let me quote a number of indices to answer more precisely: the Transparency Index of Transparency Serbia shows an upward trajectory when it comes to disclosing local budgets and policies. The “Citizen Satisfaction Survey”, conducted by UNOPS, indicates an increasing level of citizen satisfaction with local public services since 2010. The “Good Governance Index”, implemented by the SCTM, testifies to the better respecting of good governance principles among local authorities, even if there is still room for improvement. Deplorably, however, according to the “CSO Sustainability Index” commissioned by USAID, the ecosystem for civil society organisations has been deteriorating over previous years.
Even after your mandate in Serbia comes to an end, the Swiss project supporting small and medium-sized enterprises in Serbia should continue. Do you believe that the goal you mentioned – connecting 80 SMEs as suppliers to large multinational companies over the next few years – will be achieved?
— When it comes to the economy, Switzerland is by all means an important player: we are ranked as Serbia’s 4th partner globally in terms of trade in services, are in the top ten investors for the 2010-2023 period and represent the second biggest source of remittances, after Germany. We are also working hard to further grow our trade in goods, as it has not yet reached a billion euros annually. Against this backdrop, it is understandable that some of our most significant cooperation projects are oriented towards supporting reform efforts in the economic field.
Switzerland was among the very first countries to provide humanitarian assistance to Serbia in the early 1990s, when Serbia sustained a massive influx of refugees
The recently created SME Hub isn’t a project in the classic sense. It is a partnership between the Swiss Agency for Development and Cooperation (SDC) and private company ICT Hub d.o.o., which specialises, among other things, in providing customised advisory services to large corporations. The aim is to make such cutting-edge advisory services available to smaller companies that haven’t so far been able to afford them, and which sometimes didn’t live up to their full potential as a result. SMEs interested in benefiting from the SME Hub’s services pay 50% of the cost of services upfront, in order to demonstrate their interest and determination. Thanks to the strong relationship that the SME Hub has built with financing partners, including Serbian commercial banks, the Serbian Development Agency and the EBRD, it can serve SMEs very cost-effectively. This is all possible thanks to the substantial expertise available in Serbia’s private sector.
As ambassador to Serbia, you have - like your predecessors - continued to advocate dual education. Can we already talk about the positive
effects that this concept has brought to education in Serbia?
— There is no need for advocacy, as the Serbian authorities – including the Ministry of Education, the Government Office for Dual Education and the Chamber of Commerce and Industry (CCIS) – have been doing a tremendous job in advancing dual education in Serbia. Given the scarcity of labour and demographic developments, but also rapidly advancing technology, it has become clear that the private sector and the education system need to collaborate more intensively to convey to young people the skills that are relevant to their professional success. Our role is more of an advisory one. Switzerland has great expertise in this field, which is why the Serbian Government appointed leading experts from Switzerland to advise key stakeholders involved in dual education, basically the education system and the employers, represented in Serbia by the CCIS. Regarding progress achieved to date, Serbia really stands out across the entire region. Approximately 7% of Serbia’s secondary-level vocational students are currently enrolled in a dual studies programme. But our advice is to focus on quality as much as on quantity. In our experience, it is really important for students to spend as much time as possible in the workplace, rather than in school. Through such an approach, students are exposed to real-life workplaces and are empowered to progressively take on responsibilities, boosting their subsequent employability, while employers are able to train their future workforce in an efficient and cost-effective manner.
Given that the whole of Europe, including Serbia, views the conflict in Ukraine with concern, how would you assess the outcomes of the peace conference hosted by Switzerland? Will such initiatives be continued?
— Given the broad, high-level participation and the development of a common understanding on some elements that are crucial for achieving lasting peace in Ukraine, as summarised in the Joint Communiqué, the Summit on the Bürgenstock mountain achieved more than we could have expected. It should be seen as a first important step on the challenging path towards a peace process. The discussions of 15th and 16th June provided a much-needed opportunity to listen to different ideas, learn from each other’s experiences and propose possible solutions. We are therefore confident that the outcomes of this Summit will inspire a constructive way forward and pave the way for further talks with the involvement of all parties. Switzerland stands ready to support such efforts and to continue to play an active role in such endeavours, and we encourage other countries to do so as well.
Three Goals for a Better Future
Digitalisation, science and research are crucial to the SSCC’s work, because they are critical to the development of Serbia’s economy, healthcare and overall progress
Swiss investors have ranked among the leading foreign investors in Serbia for many years. And according to Ana Govedarica, president of the Swiss-Serbian Chamber of Commerce, whether we’re talking about the encouraging of foreign investments or domestic ones, “the stability and transparency of conditions for doing business on the domestic market remain crucial prerequisites for further investment”.
“We expect the new government of the Republic of Serbia to continue encouraging FDI inflows, and particularly those that contribute to the Serbian economy’s sustainable development, support the advancement of the country’s scientific research and innovation ecosystem, and promote socially responsible operations,” explains our interlocutor. “The holding of the world-renowned EXPO 2027 exposition in Belgrade is an impressive step towards increasing the visibility of the Serbian market’s attractiveness – not only in Switzerland, but across the international business community”.
How satisfied are your members with Serbia’s business climate and what do they see as the most important future steps to improve the business environment for existing companies? — Last year’s survey among member companies showed that the majority of respondent companies (71.43%) rate Serbia’s business climate as satisfactory, while they express particular satisfaction with the extent to which the economy is transforming digitally. Further improvements are expected in the following areas: efficiency of public institutions and bureaucracy, implementation of legal regulations, and ensuring legal certainty and stability.
Among the most important future steps to advance the business environment, I would emphasise the further implementation of not only the digital transformation of the Serbian economy, but also its green transformation. With this in mind, the European CBAM (Carbon Border
Adjustment Mechanism) regulation aimed at reducing the carbon footprint of products is an important mechanism in the Serbian economy’s energy transition process, while it will also unlock new investment potential for our country. Numerous SSCC member companies are committed to green transition, which is why we initiated a conference on this topic as a chamber, in cooperation with the Chamber of Commerce & Industry of Serbia (CCIS), which was held this April and brought together a large number of participants.
What would you highlight as the SSCC’s greatest successes in its 10 years of operations?
— The Swiss-Serbian Chamber of Commerce was founded in 2014 as an independent, self-financing and private business association. We celebrated our anniversary this June: a full decade of successful activity, thanks to the support of our member companies. Special appreciation plaques were presented on this occasion to the member companies that recognised the SSCC as a reliable business partner from the outset and this year achieved a full ten years of membership! We also had the honour of our jubilee celebration being attended by Swiss and Serbian officials, including Serbian Science, Technological Development and Innovation Minister Jelena Begović, Swiss Ambassador in Belgrade H.E. Urs Schmid and State Secretary Andrea Horvat Kiralj of the Serbian Ministry of the Economy, as well as numerous other representatives of institutions that the SSCC has cooperated with successfully.
Our underlying success is reflected in the creation of a tightly connected and dynamic business community of Swiss and Serbian companies, which was evident at the jubilee celebration that was attended by a hundred guests. We have also established a longstanding partnership with Switzerland Global Enterprise, the Swiss national agency for the promotion of investments and exports, headquartered in Zurich, with which we’ve organised a series of events aimed at promoting business opportunities on the Serbian market among Swiss companies, such as last October’s webinar on the topic of railway infrastructure development that included the participation of Andreas Haas, CEO of Swiss railway industry association Swissrail, and was attended by around 50 Swiss companies. Moreover, cooperation with Serbian institutions has been improving constantly and we’ve implemented activities over previous years together with representatives of the Serbian Ministry of Finance, the CCIS, the National Employment Service and others. I would also highlight the importance of continuity in the SSCC’s work over the course of these ten years and the
COOPERATION
We have created a tightly connected and dynamic business community of Swiss and Serbian companies, as well as achieving excellent cooperation with Swiss and Serbian institutions
STRATEGY
The digitalisation of healthcare plays a key role in advancing the healthcare system. That requires the creation of a strategy for a modern healthcare system and a new approach to financing it
EXPECTATIONS
Our members expect further improvement in the efficiency of public institutions and reduced bureaucracy, the implementation of legal regulations and the safeguarding of legal certainty and stability
continuous adapting of our activities to the current Swiss-Serbian reality, such as digitalisation, innovation, technological development, scientific research and sustainable development.
How do Swiss companies that are present on the Serbian market contribute to the development of scientific research and strengthening cooperation between business and academia? — Switzerland is a world innovation leader, as shown by last year’s WIPO Global Innovation Index. Switzerland achieved this position thanks to strong educational and scientific research systems, investment in the development of new technologies, an innovative and dynamic startup ecosystem and strong links between industry and universities.
I would mention the example of Roche’s activities directed towards supporting investments in scientific research activities on the Serbian market and the development of new innovative solutions: Roche and the Government of Serbia signed an Agreement on scientific research cooperation in the field of “precision medicine” in 2022. With this agreement, work is planned on the creation of new research and development capacities through innovative projects, with the aim of advancing the healthcare system. As a partner of the Bio4 Campus initiated by the Government of the Republic of Serbia, Roche is striving to support the development of scientific institutes and educational institutions that will enable the further positioning of Serbia on the global innovation map. I would point out in particular the fact that Roche will be a partner in the newly established educational programme Master 4.0 in the field of bioinformatics.
The SSCC then also signed a Memorandum of Cooperation last year with the Faculty of Economics in Belgrade, as well as organising numerous activities for students in cooperation with member companies, such as Nestlé, Kuehne+Nagel and Sky Express. We are thus contributing to the further strengthening of links between the university and the economy, as well as providing students with the opportunity to take their first steps in the business world.
We are likewise continuing to expand our network of partners among academic institutions, and in that sense have already taken the first steps towards implementing cooperation with the Faculty of Organizational Sciences.
How do you view the role of digitalisation in the development of Serbia’s healthcare system? — The digitalisation of healthcare plays a key role in advancing the healthcare system. By in-
vesting in today’s technologies and through the efficient use of data, we can accelerate and improve the accuracy of diagnostics, thus promoting personalised therapy and improving outcomes for patients. The implementation of digital healthcare solutions enables improved coordination between doctors and patients, optimising resources and improving the overall quality of services. The changes created by new therapies and digitalisation are huge and require the creation of a strategy for a modern healthcare system and a new approach to financing it. This new approach enables the better planning and more efficient financing of the healthcare system on the basis of data, as well as personalised communication with users of healthcare services, leading to improved treatment outcomes and reduced costs.
What do you see as being the SSCC’s most important priorities in the decade ahead?
— Like in the previous decade, the fundamental focus of the Swiss-Serbian Chamber of Commerce’s work will remain on maintaining a regular dialogue with member companies and strengthening our chamber’s business community. Alongside this, the transfer of Swiss knowhow and examples of good business practices, attend-
ed by guest lecturers from Switzerland, form part of the SSCC’s regular events. Digitalisation, science and research continue to represent the central pillar of the SSCC’s work, not only because they are essential to the further development of the economy, but also that of the healthcare system, while they represent areas that have special significance to the Republic of Serbia’s overall development.
As a partner of the Bio4 Campus, Roche strives to support the development of scientific institutes and educational institutions, enabling Serbia’s further positioning on the global innovation map
We will devote special attention to promoting the Serbian market in Switzerland and the continued business networking of Swiss-Serbian companies. In that sense, the SSCC will be among the participants in the CEE Day 2024 event, to will be held in Zurich in September, organised by our partner institution Chamber of Commerce Switzerland – Central Europe.
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Collaboration is Crucial
Novartis’s advanced technological platforms are bringing a new generation of medicines that transform the treatment paradigm for some of the most serious diseases with a personalised approach to each patient, explains Novartis President for Serbia and Montenegro Nikola Stojković.
Speaking in this interview for CorD’s special edition, Stojković explains how a global pharmaceutical company dedicated to researching and developing innovative therapies operates on our market, the partnerships it builds, and how it improves treatment outcomes for the most severe diseases.
Where do you see your contribution to the local market?
— Our priority in Serbia and Montenegro is to contribute to improving the quality of life for patients and extending their longevity through the availability of the most advanced therapies and scientific innovations, particularly in therapeutic areas that place the greatest burden on society, such as oncology, cardiovascular diseases, immunology, neu-
rology and haematology. In addition to synthetic and biological therapies, our commitment to medical discoveries is reinforced by advanced technological platforms like RNA technology, radioligand therapy, and gene and cell therapies. These platforms are bringing us a completely new generation of medicines that transform the treatment paradigm for some of the most serious diseases, with a personalised approach to each patient. Our engagement in the local community involves partnerships and the pooling of capacities, resources and knowledge with all healthcare stakeholders. Through multisector collaboration, we aim to contribute collectively to create positive changes in the healthcare environment, significantly impacting the overall development of society.
Which partnerships in Serbia would you highlight?
— Partnerships are particularly important in areas where we face the greatest challenges. First and foremost, these are cardiovascular diseases, which are the leading cause of death in Serbia. It is encouraging that addressing this problem can be enhanced significantly by pooling the resources of Serbia’s research and scientific institutions and Novartis, which has longstanding experience in creating innovative solutions. One project that Novartis is implementing in partnership with the Institute of Molecular Genetics and Genetic Engineering at the University of Belgrade is genetic testing, aimed at determining the genetic profile of patients with hereditary lipid disorders and establishing a national screening programme for familial hypercholesterolemia . We are also engaged in projects focused on digitalization and the application of AI in healthcare. This includes the clinical decision support system, designed to generate and analyse data from healthcare institutions to enable faster diagnosis, improve treatment quality and increase efficiency.
What is the key to improving treatment outcomes for the aforementioned diseases?
— Raising awareness of the importance of prevention, early recognition and timely therapy intervention is a significant part of improving health. In addition to healthcare professionals and the association “Moja druga šansa” [My Second Chance], significant support for our campaign “U ritmu Čuke” [In the Rhythm of the Ticker] has been provided by Football Club Čukarički. With the campaign “Jača sam od (m)raka” [I’m Stronger than Cancer], conducted in cooperation with the Women's Centre Milica, our aim is to motivate women to perform self-examinations and to have ultrasound and mammography screenings, through messages from patients who’ve successfully battled breast cancer. Early detection of cancer is the first crucial step toward successful treatment. Adequate treatment, including the availability of adjuvant therapies, reduces the risk of disease recurrence and progression to metastatic cancer, representing an investment in health and allowing women to return to normal life.
Innovating the MRO Industry
“The
fact that the SR Technics Services team from Belgrade, comprising around 310 professionals, has been given the opportunity to lead next-generation engine technology speaks volumes about us,” says General Manager Milena Gajović Shrestha
Milena Gajović Shrestha is at the helm of SR Technics Services in Belgrade and proudly highlights her belief that employees represent the company’s greatest resource. We spoke with her about the introduction of next-generation engines, the WOW initiative, creating an encouraging working environment and other intriguing topics from the MRO industry (Maintenance, Repair and Overhaul).
Your company will be remembered for this summer’s introduction of next-generation engines in the form of the first geared turbofan (GTF) engine from the Zurich facility?
— Since April 2022, SR Technics has become part of the global network of GTF™ engine maintenance providers, powering the Airbus A320Neo family. As part of the GTF project, this year’s key achievement for us is the induction of the first GTF engine, with our engineering teams actively engaged in the project through numerous training courses and educational programmes.
We are very proud to have become part of the exclusive network for the maintenance of Pratt&Whitney GTF engines, providing our employees with the opportunity to be at the cutting edge of next-generation engine technology. This project represents the result of years of investment in research, development and implementation, confirming our commitment to innovation in the MRO industry. We plan to expand our workforce significantly in the com-
ing years, creating an additional 400 jobs globally.
Could you tell us more about the “Women on Wings” initiative, which aims to promote the growth of a diverse and inclusive workforce within SR Technics?
— We were proud to launch the “Women on Wings” (WOW) initiative, which was introduced to the company in April 2024. The WOW initiative is dedicated to understanding and supporting the needs of women in modern aviation, which is typically a male-dominated industry, but that situation is shifting positively. Through networking, mentorship programmes and increased visibility, we aim to empower women in technical, operational and leadership roles. We also seek to inspire women and girls to pursue careers in aviation, thus contributing to the industry’s diversity. At SR Technics Services in Belgrade, we proudly highlight the fact that we’ve achieved near perfect gender equality (52% female colleagues and 48% male colleagues). Furthermore, when it comes to leadership positions at SR Technics Services, 60% are held by women.
Was it difficult to find enough people who are driven by passion and fully understand the company’s spirit and drive for excellence?
— That certainly wasn’t an easy task, but we managed to assemble a top professional team. At SR Technics, we continuously emphasise that our employees are our greatest resource. We strive to provide an environment in which every employee can grow and develop, both professionally and personally. Flexible working models, stimulating long-term tenure programmes and private health insurance are just some of the ways we support our teams. In this way, we strive to enable every employee to maintain a good balance between private and work life, which is crucial for our team’s longterm success and satisfaction. Throughout the year, we have numerous activities in which employees can participate according to their preferences, whether that be education, volunteering, sports, or activities that enhance their life-work balance and thus have a positive impact on their satisfaction with the working environment and atmosphere.
Three Decades of Memorable Campaigns
Alma Quattro’s three decades of successful operations are the result of following trends, dedication to clients and building a new communication channel, says CEO Sanja Pešić
n this year marking a significant jubilee, we spoke with Alma Quattro CEO Sanja Pešić about OOH media advertising, the past and future of billboards, the relationship between employees and the company, and between the company and its clients, as well as plans for further development.
IIt was back in 1994 that you installed the first backlit billboard in front of Belgrade’s Central Post Office. How would you summarise everything done by 2024, as the year marking your 30th anniversary?
— The best way to summarise the first 30 years is to reflect on all those clients who have advertised with us. Many clients remain in our network, which testifies to both our longevity and theirs. The tens of thousands of advertising messages, business successes and campaign results that we have realised cannot be enumerated, but they certainly speak to our dedication to the business and to building a new communication channel that did not exist in our region 30 years ago. We have witnessed changes to governments, mayors, laws, regulations, taxes and rules, street protests, city and park renovations, the construction of new settlements, and yet the faces of our media have remained the same, with only the campaigns changing in large numbers.
That first advertising panel still stands in front of the Central Post Office, only now it is technologically enhanced and is an electronic display. The essence re-
We know our clients and they know us, and, most importantly, we have built a relationship of
mutual trust
mains the same, and that is to convey our clients’ messages about the products and services they advertise.
The Alma Quattro team has grown together with the agency and is responsible for all the successes of these 30 years?
— A successful team does not need changing. We know our clients and they know us, and, most importantly, we have built a relationship of mutual trust. The relationship between employees and the company, as well as between the company and its clients, should be fluid, like water, reach-
ing everywhere and achieving everything. When we understand each other at the level of values, then our mutual cooperation is to the satisfaction of both parties. We have established with many clients the kind of cooperation that transcends strictly business relationships. This is one of the key elements of our work.
Like Switzerland’s APG SGA group, of which Alma Quattro is part, you do everything for the long term and with thoughtfulness. So, speaking of longterm goals, where do you see your agency in a few years?
When looking to the future, we always ensure, on one hand, that all plans are long-term and that the development of the company, people and our network is sustainable, while on the other hand we focus on the present moment and the trends being dictated, as well as on staying relevant. We look to the future with optimism. The billboard has existed as such for over 150 years, and we have reason to believe it will always have its function and place in the advertising market. The growth of spending on OOH media in overall market consumption indicates that this medium has become more important than ever, and predictions and studies conducted 20 and 30 years ago have proven accurate—we spend a good part of our active lives outside our homes, moving along daily routes that always bring us into contact with billboards displaying our clients’ messages. The billboard remains a predominantly visually perceptive medium and is the right place for the creative advertising industry to showcase itself through clear and attractive messages. We follow all innovations and changes because we will be here in the future, which has already arrived.
New Practices Contribute to Soil Fertility Preservation
As the world’s largest food producer, Nestlé feels a responsibility to improve its products and production processes in line with sustainability principles ~ Renata Matusinović
In this inspiring interview with Renata Matusinović, Business Executive officer for FOOD for Nestlé South East European market, we learn that today’s food industry is focused on innovation, the use of local raw materials, consumer health and the future of the planet. The company plans to source 20% of its key
includes producers of dried vegetables, sunflowers and soybeans, and we are very grateful to our partners for their trust and willingness to adopt these practices. And they already recognise their benefits, with various savings leading to increased positive economic effects. Regenerative agriculture practices contribute to soil fertility and are an important factor in combating climate change, as they encourage the preservation of organic matter in the soil, biodiversity and increased soil capacity to absorb greenhouse gases. That’s why our global goal is for 20% of our key raw materials to come from regenera -
Nestlé has created the GARDEN GOURMET brand, a plant-based assortment available worldwide that has also been produced at our Surčin factory since February
raw materials from regenerative agriculture by 2025, and as much as 50% by 2030, on a global level.
How does Nestlé contribute to environmental preservation and ecological equilibrium?
— I must say that we are very proud of our regenerative agriculture programme, which we have been implementing with our suppliers and their producers in Serbia for four years now. The programme
tive agriculture by 2025, and as much as 50% by 2030.
Why are innovative plant-based products considered the future of sustainable food production?
— This way of eating brings numerous benefits, such as high nutritional value with lower caloric intake, increased fibre intake and beneficial unsaturated fatty acids, antioxidants and micronutrients. Additionally, the production of plant-based
food emits fewer greenhouse gases. Nestlé has created the GARDEN GOURMET brand, a plant-based assortment available worldwide, which has been produced at our Surčin factory since February this year and caters to this growing trend. Globally, Nestlé strives to replace some animal proteins with plant ingredients to meet consumer needs and contribute to achieving the goal of net zero environmental impact by 2050.
Nestlé in Serbia, as well as worldwide, is committed to raising awareness of the importance of forming healthy lifestyle habits in terms of proper nutrition and physical activity in childhood.
— We are extremely satisfied with the results of our Nestle for Healthier Kids Programme, which has involved more than 120,000 primary school pupils nationwide across Serbia over the past 12 years. This spring we reminded them of some old and somewhat forgotten games that, besides being fun, can be excellent physical activity. In Novi Sad, in cooperation with our long-term partner the Serbian School Sports Association, more than 400 primary school pupils learned about the importance of balanced nutrition and physical activity through play. Our goal is to continue supporting schools, teachers and parents in contributing together to the healthy and happy growth of children.
Increasing Employment Opportunities in Serbia
The Education to Employment (E2E) project, representing a 12-year partnership project between the governments of Switzerland and Serbia, is entering its final phase, Phase III, which will run until 30th April 2028
Speaking in this interview, E2E Project Head Oliver Streit presents an overview of the upcoming activities and strategies that will drive Phase III forward, ensuring continued progress towards better employment opportunities and career paths for all.
Could you share with us the key goals and aspirations of Phase III of the E2E project?
— Phase III aims to create new or improved job opportunities for women, men, and vulnerable groups in Serbia. We are focused on improving employment support services and implementing industry-led training programs to lift up the needed skills level for the companies demands. Our vision now is to provide decent job prospects and career paths for everyone in Serbia, not just for youth as we did in the previous period.
What have you achieved over the eight years of the project to date?
— Over the past eight years, the E2E project successfully introduced top-modern career guidance and counselling services through a network of nine Job Info Centres (JICs). These nine JICs reached 35,000 beneficiaries, who benefited directly. Furthermore, more than 2,700 unemployed young people received tailored work-based learning (WBL) opportunities with 205 companies, 80% of which was practical on-the-job learning within a company. The result was extreme-
ly surprising even for us, as more than 77% of participants gained their first job and decided to remain resident in their local communities and not, for instance, to leave the country in pursuit of better job opportunities abroad.
What is new for Phase III?
— We plan to enhance participants’ positions by improving employment support services, offering comprehensive career guidance and counselling (CGC) services, not only via JICs, but also through school partnerships, the national employment service (NES) and private employment agencies.
Could you explain the role of JICs in this phase?
— We established nine JICs across Serbia in Phase II. We are now planning to create the same opportunity for people in Belgrade and Novi Sad. These JICs in Phase III, co-financed and integrated into local communities, will serve as vital links between job seekers and the
workforce needs of companies. The private sector will additionally contribute by offering practical, industry-led training solutions, which will be further enhanced through training advisory services and co-financed by local and national funds.
As you pointed out, in Phase III E2E will also offer some support at the national level. What strategies will be employed?
— At the national scale, we will engage an evidence-based, bottom-up feedback mechanism to ensure that relevant local innovations are mainstreamed, implemented and funded through national employment frameworks. This includes supporting amendments to the Law on Employment and improving the CGC legislative ecosystem. Our aim is to unlock funding and provide access to civil society organisations in order to enhance their participation in these initiatives.
What overall impact do you hope to achieve with Phase III?
— Our commitment is to drive innovations and embed products and services, and to thus create better employment opportunities for all. This new phase promises to make significant contributions to Serbia’s labour market, fostering an improved environment in which everyone can benefit from better job prospects and career paths, and in which strong local and national change agents offer their citizens improved services. We are really excited to continue these positive changes and to work with our partners, and we look forward to sharing more updates as we advance our mission and vision over the coming years.
• Serviced apartments with guaranteed yield of up to 8%
• Wellness & Spa by GOCO at the highest level
Premium Living in a Peaceful Oasis with Wellness in Dedinje
Swiss investor Jan Schoch is building a five-star luxury wellness hotel with exclusive apartments in Belgrade
Jan Schoch is a renowned entrepreneur and investor who has a successful track record of building and leading innovative financial companies. He is widely known as the founder of the successful financial company Leonteq AG in Switzerland.
Jan Schoch, why did you decide to invest in Belgrade?
— Belgrade is a very exciting city. It fascinated me from the very first moment. The innovative economy and the hospitable people. I want to create a beautiful place here that is also a good investment opportunity.
What is special about your project?
— We build exclusive apartments in a very high Swiss construction standard. Our apartments owners benefit from the five-star GOCO luxury wellness Spa with many treatments and facilities. We
have the most modern longevity equipment in our wellness zone.
Such as a pool, a relaxing sauna, a steam room, an infrared sauna, hyperbaric oxygen therapy, cryotherapy and much more. Owners can also use the innovative gym with state-of-the-art equipment and personal training or Yoga classes.
Who are the buyers of your flats? What can they expect?
— Some of our home buyers live in Switzerland and travel a lot internationally.
Many already live in Belgrade or the surrounding area. With us, they have a flat where they can switch off at the edge of a forest. They recover from the stress of everyday life and enjoy all the benefits of hotel and wellness services. Many international schools are in the immediate vicinity. The neighbourhood is very family-friendly. In addition, our buyers are part of the community with our partner resort in Switzerland, in the mountains of Appenzell. They can visit the hotel at any time and enjoy the same benefits at both locations. Investors receive a guaranteed return of up to 8% on the purchase price of the flat. I think we have a lot of advantages and offer an excellent service and high quality.
Will you build further projects in Serbia?
— Of course. We are already planning a very interesting project with full speed. Thank you and all the best.
Jan Schoch
Swiss Luxury Lifestyle Concept AT A PREMIUM DEDINJE LOCATION
Innovating the World with Our Technologies
ABB is a technological leader in the fields of electrification and automation, enabling a more sustainable future through the efficient use of resources, explain ABB’s Aleksandar Ćosić, Commercial Director, and Milan Jevremović, Local Business Area Manager – Motion
ABB’s solutions integrate engineering expertise and software to optimise the way things are produced, moved, powered and managed. The company’s business results are built on the foundations of a 130-year tradition based on a model of excellence, supported by 105,000 talented individuals dedicated to driving innovations that accelerate industrial transformation.
ABB in Serbia is part of the ABB Group, which – as one of the leading companies in industrial technologies – helps customers improve their use of electrical energy, increase their industrial productivity and reduce their environmental impact. Thanks to its structural organisation, which comprises business sectors organised according to the industries they serve, ABB d.o.o. has developed cooperation with local partners and customers. It is responsible for the delivery, commissioning, servicing and maintenance of ABB equipment and systems, as well as adequate user training.
INVESTING IN PEOPLE AND TECHNOLOGY
— “We are very proud of our status as one of the leading companies in our field, which we maintain by investing in people and advanced technologies. These are the two pillars the form that foundations of ABB and we have applied this approach here in Serbia. ABB invests a significant part of its revenue in the development of advanced technologies, continually developing new products that enable our users, customers and partners to work more efficiently, economically and in compliance with ecological
ABB has been focused on innovation for over
effectively on projects the company undertakes in our country and by adequately training end users.
“The third pillar on which ABB is founded is the market, with which we also grow. It has become more mature than it was 20 years ago and more confident in the application of advanced technologies, giving us the momentum to move forward,” emphasises Ćosić.
CHANGING THE WORLD WITH TECHNOLOGICAL INNOVATIONS
— Throughout its long history, ABB has changed the world with its technologies, and it has spent the past two decades striving to bring these changes to Serbia.
years
requirements. This is the essence of our business,” says Aleksandar Ćosić. ABB invests in people by training them to apply acquired knowledge more
“For over 100 years, ABB has been focused on innovation and the application of advanced technologies; on finding new, better and more efficient solutions, whether in industry or infrastructure. We help industries, infrastructure and households to use electrical energy more efficiently. Given that demand for this energy is growing constantly, new sources must be found or existing ones renewed. We are simultaneously developing technologies that efficiently use existing sources while contributing to the development of renewable energy sources by participating in the construction of new hydropower plants, solar power plants and wind farms, as this is the future of electrification and will continue to develop even more,” explains Milan Jevremović, adding that ABB plans to implement new technologies in everyday life, energy and industry in order to remain at the forefront of technological development.
DCaring for the Market and the Environment
Mitan Oil has spent over a decade storing and delivering energy products in an environmentally friendly, socially responsible and secure manner, ensuring the wellbeing of all employees and the local community
espite global upheavals and a significant energy crisis, the Republic of Serbia recognised the importance of national energy security in a timely manner. Storage terminals for petroleum derivatives play a crucial role in ensuring a stable supply to the market, says Mitan Oil Director Dušan Vuković.
“The energy sector in which we operate undeniably represents one of the pillars of the overall economy and its functioning is a necessary condition for economic growth and prosperity. Oil and petroleum derivatives are strategic energy resources for the global economy and will undoubtedly remain so for decades to come. Political turmoil on a global scale has redefined the entire geopolitical context in which national economies operate, while Europe has been confronted by an energy crisis. However, amid all this, the Republic of Serbia has recognised the importance of national energy security and supply stability on time.
“Storage and handling terminals for petroleum derivatives are undoubtedly a crucial element of energy security. Mitan Oil’s terminal currently stores commercial, operational and mandatory reserves of petroleum derivatives. Our clients are the most relevant players on the market within this industry. We strive to justify the trust placed in us by continuously improving the services and benefits we offer our clients. As port operators within an international port, we have made significant investments in the development and enhancement of the port area and have es-
provement. Our strategic goal is to store and deliver energy products in an environmentally friendly, socially responsible and secure manner, with consideration to both our employees and the local community.
“In an industry like ours, achieving this goal requires coordinating a large number of activities and processes. It is necessary to maintain equipment and facilities to prevent water, soil and air pollution, and to conduct regular monitoring, inspections and analyses. Given that we work with large quantities of flammable
Our environmental protection and occupational health and safety policies are woven into our fundamental corporate values
tablished successful cooperation with the Port Management Agency and the Group of Ports and Piers.
“We have collaborated for more than a decade with the Smederevo Free Zone, of which we are users, providing clients with storage facilities with significant incentivising benefits. We have built a railway transshipment facility and an industrial track, for which we have obtained operating permits, aimed at diversifying the possibilities of receiving and dispatching goods. This diversification aims not only to optimise costs, but also to ensure the supply chain continuity, particularly in cases of force majeure and emergencies.
“Finally, improving industrial safety and protecting the environment are constantly in our focus and permeate all our business activities – from planning and resource allocation, to performance evaluation and identifying opportunities for im-
materials, our fire brigade is on constant standby. Employees undergo continuous training and knowledge checks, drills and simulations of undesirable scenarios, conducted in collaboration with local fire brigades. Every employee is practically and theoretically trained by the competent authority to provide first aid to a colleague, visitor, or member of the local community.
“Our environmental protection and occupational health and safety policies are woven into the fundamental corporate values on which we base all our business activities. Although mistakes in business are common, every effort must be made to minimise them when they can result in environmental degradation or the endangering of human health. This isn’t only a matter of business ethics, but of the future of this industry. That future must be based on an awareness of the necessity of sustainable development, as the only possible path forward.”
Four P illars for Further Developments
Sika Serbia follows and fully implements the core elements of corporate strategy in its operations and is ready to face the future and ensure continuous profitable growth and the development of all resources ~ Dragan Gavrilović
We spoke with Sika Serbia General Manager Dragan Gavrilović about the company’s current position as a leading global manufacturer of system solutions and products for the construction sector and industry. He revealed that the Sika Group has a direct presence in 103 countries, with its innovative technologies, system solutions and products from over 400 factories, employing more than 33,000 people and engaging supply partners globally.
structure of world society, such as technological processes, digitalisation, population growth, urbanisation, demographic shifts, resource scarcity and increasing regulations in support of environmental preservation efforts are certainly primary parameters shaping Sika’s strategy in its ongoing business and development directions.
Sika and the MBCC Group joined forces globally last year, while here Master Builders Solutions became part of Sika Serbia. How would you evaluate the results of this acquisition?
— The global acquisition of another leading company in the chemical industry –MBCC Group – will undoubtedly contribute to improving and further devel-
Sika Serbia has implemented various HR initiatives that promote employee engagement and wellbeing to create an open and positive work environment
Where does Sika stand in this era of swift and significant technological change and innovation that’s transforming our lives, habits and needs?
— Our Strategy 2028 entails a full commitment to sustainable development and is based on four core principles: Market Penetration, Innovation and Sustainability, Acquisitions, People and Culture, with clearly set goals and expectations. The megatrends that are present and shaping future impacts and the
oping our business in the global marketplace. Since 3rd May, 2023, Sika and MBCC Group have joined forces worldwide. In Serbia, Master Builders Solutions d.o.o. became part of Sika Serbia, and as of 1st July 2024, following the successful completion of the integration process in Serbia, we have been operating as a single, united team. We believe that, as an integrated team, we will complement each other perfectly on this joint business journey, and better satis-
fy all market demands and the needs of our partners.
Are human resources the key success factor for Sika?
— In all company processes, sectors and departments, the importance of human resources is recognised by Sika Serbia d.o.o. as the most significant factor, and it receives the greatest attention in terms of initiating and realising the company’s success. Sika Serbia’s commitment to its employees is reflected in its human resources strategy, which focuses on creating a positive and supportive work environment that fosters growth and development. We are extremely proud of our inclusive culture, in which every employee is valued and respected for their individual contributions. The best example is our onboarding programme, through which our experienced employees who have extensive, expert knowledge and tenure always support new generations.
Sika Serbia has implemented various HR initiatives that promote employee engagement and wellbeing to create an open and positive work environment. These initiatives include continuous training and development, establishing a positive work-life balance, additional health and pension insurance, employee motivation and incentive programmes, fostering teamwork and forging trust, stability and employee satisfaction. Sika will continue to be fully committed to preserving, developing and enhancing human resources as a key success factor.
Više od 140 zemalja sveta ima poverenje u KINEGRAM pri obezbeđivanju najvažnijih dokumenata i novčanica.
Širom sveta centralne banke i državne institucije veruju u stručnost švajcarske kompanije OVD Kinegram kao vodećeg specijaliste za proveru autentičnosti i zaštite od prevara i manipulacije.
Scientific Power in Global Health Innovation
Swiss company Phytonet AG’s expansion into Serbia, where it established a division for the formulation of final pharmaceutical forms, has proven to be an excellent business move, says Phytonet Executive Director Bojan Pavlović
peaking in the interview, Dr Bojan Pavlović, Executive Director of Phytonet d.o.o., explains how a strong scientific base is crucial for the development of cutting-edge products to improve human health, while he also shared his experiences in utilising Serbian expertise to create products that are ready to compete on the global market.
SHow would you describe the development path of your company, which has been dedicated to improving human health and wellbeing since its inception?
— Phytonet, a Swiss company based in Zurich and with an initial focus on the largest European markets, as well as Markets of near east and far east Countries, initially focused on representing manufacturers of innovative active ingredients that straddle the line between food and medicine. These ingredients are ideal for formulating nutraceuticals, a growing product group of the food supplements market. We refer to these ingredients as “smart ingredients” that either have proven clinical efficacy, a patent, or an approved EFSA health claim, or ideally all three. Phytonet AG distributes and represents such raw materials worldwide, thanks to an extensive business network and local teams of professionals able to easily identify business opportunities to market these products.
In addition to Serbia, we have offices in Istanbul, covering the Turkish and
Middle Eastern markets, Singapore, covering the territories of Indonesia and Malaysia, offices in Manila in the Philippines and in Seoul, South Korea, as well as a partner company in Japan. Thus, the division dealing with the distribution of “smart ingredients” is complemented by the division established in Serbia, where final pharmaceutical and food supplement forms are developed and produced.
Serbia is very important for Phytonet and you are very proud of your team, right?
— The Serbian team consists of nearly 60 employees, including ten pharmacists/ technologists who work actively on developing final products. It is characteristic for us to have highly educated people with extensive experience in the development of pharmaceutical forms. The research team comprises ten pharmacists and technologists, specialists and doctors of science who joined Phytonet from leading pharmaceutical companies. We represent the core of Phytonet’s development team. We know how to make good, stable and effective final products, which we do on a daily basis.
We represent the core of Phytonet’s development team. We know how to make good, stable and effective pharmaceutical products, which we do on a daily basis
countries, American countries, the Russian Federation and Far Eastern countries. We have yet to conquer Africa, which is is one of our future goals.
Your commitment to science and research allows you to dictate industry trends?
— By establishing incentives for development companies through the opening of science and technology parks and the BIO4 project, the Serbian government has demonstrated that a significant lever exists that can be used to implement Serbian expertise in creating products that are ready to compete on the global market. In this regard, I would like to mention that the Institute of Molecular Genetics and Genetic Engineering, IMGGI, in Serbia and Phytonet have completed two projects successfully. In
Serbia has enormous potential with the underutilised scientific institutes established during the time of the large former state, with capacities and capabilities that exceed the needs of the current market
Serbia was chosen as the location to establish the second division because it has enormous potential and high-quality scientific institutes with capacities and capabilities that far exceed the current local market, and with which Phytonet has established long-term cooperation. I believe I’m not mistaken in saying that, from Istanbul to Vienna, there are no scientific institutes like those in Serbia, especially in Belgrade.
We are particularly proud of the fact that a large number of Serbian experts have remained in Serbia to work for international companies, thereby at least partially preventing the brain drain and increasing the competitiveness of Serbian companies.
I would emphasise the fact that Phytonet exports products to all European
one of them we formulated the first Balkan probiotic from indigenous bacterial strains and offered it to the global market, while the other saw us finalise a product that eliminates the Candida fungus from the oral cavity.
Our vision is to continue using all available scientific potential and to identify, with external institutes and companies engaged in fundamental research, new ingredients that could be candidates for our “smart ingredients.” This process works well, which serves the Serbian Phytonet as a testing ground for identifying ingredients that we can offer to the global market.
What are your strengths and unique qualities compared to other companies?
—The great strength of Phytonet’s headquarters is that we have our own teams of experts in each of the countries that we’ve identified as markets with growing potential, and these teams are able to identify local market trends, while our global positioning allows Phytonet AG, as a Swiss company, to set trends that prove commercially successful on local markets.
I would like to emphasise that we additionally provide external production and development services to major pharmaceutical companies in the region, including Galenika, Hemofarm, Jugoremedija, Pharmanova and Frontier/Zdravlje from Leskovac, as well as international leaders like Pharmas from Croatia and Superfoods from Greece. We go through the entire process with our clients – from concept and idea, through formulation, to contract manufacturing, after which the product is ready for market. This approach has proven very successful with all the companies with which we collaborate on the markets of Southeast Europe.
Could you tell us about some plans and projects that you are working on currently?
— Launching Hiradophilus, our unique Balkan probiotic, is something we will focus on in the coming period, considering that preserving biodiversity and probiotic niches is a project that the EU has identified as very important. Phytonet will continue to serve as a link between local knowledge and expertise and the global market. We believe that Serbian scientific expertise has nothing to be ashamed of in the global market competition.
Phytonet is organising a large international conference to be held on 19th September this year that will bring together the best regional and global companies and scientific institutes that can offer “smart ingredients” to the market. Phytonet will act as a catalyst for the implementing of Serbian ideas into global products.
Innovation is Our Greatest Asset
Member companies continuously enrich the content of the chamber’s programme with their own ideas and initiatives, creating an environment that fosters a stimulating climate for the exchange of business experiences
The greatest achievement of the Swiss-Serbian Chamber of Commerce (SSCC) over the ten years of its operations to date is the creation of a solid community of members who recognise the Chamber as a trusted business partner, says SSCC Executive Director Ana Grujović, who has led this successful business association since its inception.
The number of new SSCC activities initiated and implemented in collaboration with member companies has grown over the years, focusing on the transfer of Swiss knowhow and best practices. These include the annual SSCC-Holycode working lunch on the Swiss start-up ecosystem and its key success factors, regular webinars on cyber security organised in cooperation with Sky Express, and the SSCC-Zuehlke Engineering seminar on agility and organisational transformation, among many others. “Additionally, the number of SSCC members with special status has increased and currently includes SSCC Gold members ABB, Novartis, Emil Frey, Phytonet and Sky Express, as well as SSCC Premium member Codetribe, which testifies to the establishing of long-term trust within the SSCC community,” adds Grujović.
What distinguishes the SSCC from other business associations and makes it attractive to new members? From which sectors do they most frequently come today?
— Reliability, flexibility and creativity are fundamental characteristics of the Swiss-Serbian Chamber of Commerce. It has been developing successfully for ten years thanks solely to the continuous support of member companies, which continuously enrich the chamber’s programme of activities with their ideas and initiatives. Moreover, our member companies’ business activities are renowned for their high degree of innovation and commitment to sustainable economic development, providing excellent opportunities for the exchange of business experiences and networking. Among the sectors that are most attractive to new members, I would
currently highlight the ICT sector – from which a significant number of SSCC member companies originate, such as Codetribe, Prodyna, Interventure, Zuehlke Engineering, Holycode, Sky Express, Consulteer and others. New members also come from other areas of business, such as Swiss company ‘emost’ from Zurich, which provides clients with solutions in sustainable energy efficiency through mobile innovative generators (mobile Battery Energy Storage Systems BESS), or ‘AXPO’, headquartered in Baden, which provides innovative energy products and services in accordance with the needs of companies, enabling them to achieve their corporate social responsibility goals. Both examples reflect the SSCC’s focus on innovation, digitalisation and sustainable development.
What will the Council of European Chambers and Associations bring to its members regarding advocacy for improving the business climate, and how has the creation of this council impacted the internal organisation of the SSCC’s work?
— The SSCC Board of Directors supported the creation of the Council of European Business Associations and Chambers in Serbia (CEEBAC) as a new platform for joint action with colleagues from other bilateral chambers and business associations aimed at further improving the business climate and representing the common interests of member companies. The creation of so-called working committees is underway, with members identifying their direction and priority topics in the following areas: Transport, ESG and HR. Regarding the internal organisation of the SSCC’s work, our board members closely monitor CEEBAC’s work and are actively involved in the new platform to ensure that SSCC members’ current needs are represented adequately.
Which SSCC activities would you highlight in particular for 2024?
— I would highlight one event that I consider as being extremely significant: the celebration of the Swiss-Serbian Chamber of Commerce’s 10th anniversary, which was held in June and attended by representatives of the Swiss-Serbian business community, state institutions, business associations and academic and other institutions. On this occasion, the SSCC Honorary Member plaque was awarded to Yana Mikhailova, Nestlé Head of Coffee for Europe and former SSCC president, who travelled to Belgrade from Nestlé’s Vevey headquarters specifically to attend our anniversary celebration. It also marked my ten-year tenure at the chamber, and I must take this opportunity to thank all board members, currently led by president Ana Govedarica, general manager of Roche d.o.o., for presenting
me with a special plaque for my dedication to the work over the past decade, which I received from SSCC vice president Majo Mićović, general manager of Sky Express. I would also like to thank other SSCC members for their heartfelt congratulations. The entire decade of the work of the SSCC has been marked by excellent cooperation with the Swiss Embassy in Belgrade, especially with outgoing Ambassador H.E. Urs Schmid, who has attended a large number of SSCC events.
The SSCC Board boasts almost equal representation of women and men. How important do you think this is when it comes to fostering gender equality in the business sector, where women still face significant obstacles?
— The SSCC is being led by a woman for the second time: Ana Govedarica, general manager of Roche d.o.o., while Yana Mikhailova was the first SSCC president at a time when she was also regional director of Nestlé Adriatic. There has been a gender balance in the SSCC’s management structure for many years. Additionally, many SSCC member companies are led by successful businesswomen: Marjana Davidović, general manager for the southern Adriatic region at Nestlé Adriatic; Milena Gajović Shrestha, general manager of SR Technics Services d.o.o., and many others. The growing number of women in leadership positions at companies operating in Serbia contributes significantly to promoting a corporate culture of inclusivity, employee diversity and the creation of equal opportunities for all employees.
Since
SSCC has been successfully cooperating with S-GE
Luxury Sustainability Watches Embrace
In recent years, sustainability has gained traction in the Swiss watch industry. However, the sector remains divided—from instances of greenwashing and a lack of transparency to genuine efforts to adopt sustainable practices. Notably, progress is evident, and reverting to old methods is no longer an option
The 2018 World Wildlife Fund (WWF) report highlighted that many Swiss luxury brands were failing to meet environmental standards, raising concerns about their transparency and ecological impact. The study emphasized that the luxury watch sector’s environmental footprint is significant, largely due to raw material sourcing and a lack of clarity regarding carbon emissions in supply chains.
Switzerland houses half of the world’s largest watch companies, making it a key player in the global market. The watch and jewellery sectors account for over half of the world’s gold demand, with a substantial portion refined in Switzerland.
But why should watch brands prioritize sustainability? What advancements have been made? And how can consumers influence brand accountability? This article explores these questions.
Since 2018, promising signs of improvement have emerged. Consumers visiting the web sites of brands from the WWF study can now see enhanced communication about sustain ability initiatives and action plans. Notably, many brands:
• Maintain dedicated sustainability pages and publish reports aligned with interna tional standards.
• Measure and report on their green house gas emissions and carbon reduc tion targets.
• Engage in environmental preservation ini tiatives, such as using 100% renewable energy, solar panels, and circular water systems, while eliminating single-use plastics.
• Adhere to international diamond trade stand ards, committing to removing conflict diamonds from their supply chains.
CIRCULARITY IN LUXURY WATCHES
from locally sourced watchmaking and medical waste. The brand won the Swiss Luxury Innovation Award in 2021.
The Circular One features refurbished ETA movements, and its straps are crafted from vegan textiles made from grape pomace. In 2022, ID Geneve launched the “Treekind” strap collection, which is entirely compostable and free from plastic and synthetic dyes. Additionally, their packaging is made from seaweed biomass, ensuring complete compostability.
INNOVATIONS IN SUSTAINABLE LUXURY WATCHES
In 2022, Maurice Lacroix introduced the Aikon #tide, featuring an innovative upcycled composite for its case, bezel, and buckle. Developed in partnership with Tide Ocean SA, this
Several brands and start-ups have embraced circular economy principles in their production. For instance, Swiss start-up ID Geneve introduced the Circular One, the world’s first watch with a fully recycled stainless steel case made
Ultimately, purchasing a luxury watch should signify more than just an emotional experience; it should reflect a commitment to healing our planet
collection repurposes plastic waste collected from oceans around Thailand, the Philippines, and Indonesia. The resulting material is twice as hard and five times stronger than conven tional plastics, boasting a carbon footprint significantly lower than that of standard PET.
Similarly, Alpina launched the Seastrong Diver 300 Calanda, crafted from Thyssen Krupp’s certified 100% recycled PuReSteel, primarily sourced from the maritime industry. This process conserves energy and reduces CO2 emissions, highlighting steel as the most recy cled material globally.
PREPARING FOR GENERATION Z
man rights emerged as the top priorities for both consumers and industry leaders, overshadowing aspects like recyclable packaging and corporate donations.
THE POWER OF CONSUMER CHOICES
By 2025, Generation Z and Millennials are expected to comprise 70% of the global luxury goods market, seeking brands that demonstrate a commitment to sustainable practices. Consumers can promote sustainability by purchasing from the Certified Pre-Owned Market, opting for leasing models, or pre-ordering to prevent overproduction.
Consumer interest in sustainability has surged, but price and aesthetics remain sig nificant factors in purchase decisions. A 2022 Deloitte survey revealed that while 32% of re spondents prioritized sustainability when comparing brands, an equal percentage val ued aesthetics over eco-friendliness.
Industry executives recognize changing con sumer behavior and a desire to reduce carbon footprints as critical drivers for brands to in vest in sustainability. Ethical sourcing and hu
Moreover, choosing brands that are transparent about their carbon footprints and the origins of their materials, including the use of recycled precious metals, can further drive industry change.
Ultimately, purchasing a luxury watch should signify more than just an emotional experience; it should reflect a commitment to healing our planet. In the future, consumers may no longer accept watches produced through unsustainable practices, setting a new standard for the industry.
of
H.R. Giger Decade Legacy A
Reflecting on the tenth anniversary of H.R. Giger’s passing, we celebrate the profound impact he had on the art world. Known for his haunting biomechanical dreamscapes, Giger’s work continues to influence sci-fi horror and surrealist art
H.R. Giger is the pioneer of Fantastic Realism. His artworks are iconic and define the very notion of sci-fi horror. His biomechanical dreamscapes are known for being nightmarish and eerie. Giger was a troubled soul, with many anxieties and fears, which he portrayed perfectly in his artworks. He became widely popular for creating the concept for Alien, Ridley Scott’s horror movie in the late
Dalí introduced the Swiss artist to Alejandro Jodorowsky, a movie director. Jodorowsky hired him to create the concept for his version of Dune in 1965. However, the movie was never made
1970s. However, Giger was not only that. He was a creative genius. Many people worked with him because of his ability and talent to give life even to the most obscure sceneries. Yet, the artist felt tied up, so he created a museum in Switzerland that would fully express his art.
Hans Ruedi Giger was born in 1940 in Chur, Switzerland. In 1962, he moved to Zurich to study Architecture and Industrial Design at the School of Applied Arts. Two years later, he was already producing his first artworks, which were ink drawings and oil paintings, exhibited in his first solo exhibition in 1966. Despite this early success, he gained wider recognition in 1969 when one of his paintings became a poster.
Not much later, he discovered the airbrush, which helped him find his personal and distinctive style. Thus, the artist gave birth to surreal biomechanical dreamscapes, full of nightmarish creatures, cramming and agonizing. He was always fascinated by mummies, skulls, and all things creepy, even as a little child.
According to Andreas Hirsch, a curator and close friend of Giger, the artist started drawing at an early age as a means to cope with his recurring nightmares. Additionally, the artist grew up during World War II. He lived near Nazi Germany, and the fear of those times did not leave him unaffected. As he stated, “I could feel the atmosphere when my parents were afraid. The lamps were always a bluish dark so the planes would not bomb us.”
After WWII, the Cold War came, bringing a new fear of atomic warfare. This was another situation that affected the artist deeply, and he tried to ground it by painting.
One of Giger’s biggest inspirations was Salvador Dalí. He was deeply fascinated by his Surrealism and the way he distorted figures. Dalí introduced the Swiss artist to Alejandro Jodorowsky, a movie director. Jodorowsky hired him to create the concept for his version of Dune in 1965. However, the movie was never made, and the artist remained outside the film industry for many years.
In 1977, Giger created the book Necronomicon, a dire reference to the one by H. P. Lovecraft. In the book, he illustrated the weirdest creatures that looked like gremlins; there were skeletal aliens gazing over landscapes with heavy mist; distorted bodies in ghost-white tones; even hues one step away from the abyss. The book fell into the hands of Ridley Scott, who at that time, was in the process of creating Alien. Scott lost his breath over Giger’s art and asked him immediately if he would like to be the visual interpreter of the movie. Thus, the Xenomorph was born.
Giger based the alien’s concept on two lithographs from the Necronomicon. They portrayed a metallic-looking freakish creature, whose eggplant-shaped head became the xenomorph’s trademark. The xenomorph also has dripping teeth like stalactites, a sleek and spiky body, and a tail that the creature uses as a weapon. It is a horrific species that comes from the furthest, most despairing parts of space. The Alien left a legacy in the film industry. It has become not only a cultural icon but a point of reference for many horror, sci-fi, and obscure artistic creations today.
Giger won an Oscar in 1980 for Best Achievement in Visual Effects. Soon after, he worked on many other popular movies, such as Species, Alien II and III, Poltergeist II, Batman Forever, and others.
THE GIGER MUSEUM
Despite his great success, Giger felt incomplete because many of his designs could not be used in films. However, it was not until 1998 that he got the chance to finalize his artistic dreams.
He became widely popular for creating the concept for Alien, Ridley Scott’s horror movie in the late 1970s. However, Giger was not only that. He was a creative genius
The artist designed the Giger Museum as an extension of his dream. The popular museum, located in the Château St. Germain, hosts the largest collection of Giger’s paintings, sculptures, furniture, and film designs, from the 1960s until today.
The museum’s top floor houses Giger’s private collection. It includes artworks by those who inspired him most, such as Salvador Dalí and Ernst Fuchs. It also features works by Dado, Bruno Weber, Claude Sandoz, Joe Coleman, André Lassen, François Burland, Günter Brus, and many others. Furthermore, down at the bar, Giger placed the Harkonnen chairs and tables, which were designed for the unmade film Dune in 1965.
H. R. Giger passed away on May 12, 2014, in Zurich. His legacy is priceless, as he defined the very concept of space horror, leaving behind an indelible mark on both the art and film industries.
Year-Round Resorts Appeal of Swiss
Swiss ski resorts are evolving to ensure year-round attractiveness by integrating summer sports, culture, and gastronomy. This strategy not only enhances visitor experiences but also boosts property values and rental potential
Switzerland’s snowfall, much like its renowned watches, is celebrated for its reliability. In ski resilience indexes, which rank resorts based on their winter season length, snow quality, and reliability, Zermatt consistently secures a top position, nestled at the base of the Matterhorn Glacier Paradise, home to Europe’s highest mountain station. Crans-Montana and Andermatt also perform admirably, benefitting from their high altitudes and consistently low temperatures that ensure timely snowfall.
The Swiss Alps provide endless opportunities for extreme sports, including paragliding, canyoning, and river raftin
However, ski resorts worldwide, including those in Switzerland, are adapting to a changing climate. Last winter, Nendaz experienced a noticeable reduction in snowfall. While advancing technology allows resorts to create and manage snow more effectively, ski destinations are broadening their appeal to remain competitive and sustainable year-round.
Skiing is now part of a more extensive offering that includes summer sports, cultural activities, and gastronomy, aimed at attracting
Slopes that are perfect for winter skiing transform into ideal mountain biking trails come summer. The Swiss Alps provide endless opportunities for extreme sports, including paragliding, canyoning, and river rafting
visitors throughout the year. Slopes that are perfect for winter skiing transform into ideal mountain biking trails come summer. The Swiss Alps provide endless opportunities for extreme sports, including paragliding, canyoning, and river rafting.
Andermatt, located 90 minutes south of Zürich, exemplifies a modern resort that has tailored its offerings from the ground up. Its attractions include a world-class concert hall, a golf course voted the best in Switzerland at the World Golf Awards 2023, and Michelin-starred restaurants. The resort prioritises environmental sustainability, employing innovative methods such as covering its glacier with a protective fleece in summer to reduce energy and water usage in snow creation during winter.
For property owners, all-season resorts offer excellent prospects. They enhance the rental potential of properties, appealing to holidaymakers seeking refuge from soaring Mediterra-
nean temperatures and wildfires. This diversification boosts property values and attracts a wider range of buyers.
The synergy between skiing and golfing is significant in various resorts, with golfers contributing to shoulder-season demand. This is one reason Crans-Montana, home to the prestigious Crans-Sur-Sierre golf club, sees a greater influx of visitors in summer than winter. Pro golfers favour Crans-Montana for its central location, stunning mountain views, and extensive recreational of -
Pro golfers favour Crans-Montana for its central location, stunning mountain views, and extensive recreational offerings, including hiking paths, tennis, and a variety of dining options featuring Michelin-starred establishments like L’Ours and LeMontBlanc
ferings, including hiking paths, tennis, and a variety of dining options featuring Michelin-starred establishments like L’Ours and LeMontBlanc.
Property prices in Crans-Montana have surged by 14% over the past two years, according to Astore, with prices reaching up to CHF 45,000 (€46,300) per square metre for luxury chalets. The pandemic has shifted how ski properties are used, with owners increasingly opting for extended stays and remote work opportunities. Crans-Montana is welcoming a diverse mix of buyers, including French, Belgian, Italian, and South American nationals, but the primary buyers post-Covid are Swiss residents drawn to its year-round appeal.
Resorts like Gstaad, Verbier, and Zermatt are also expanding their offerings to include downhill mountain biking routes, hiking trails, and traditional activities such as cheese-making.
Whether driven by a passion for cheese or the allure of Alpine living, many property buyers in Switzerland are reaping the rewards of a yearround resort. They capitalize on lucrative winter rentals—super-prime chalets in Crans-Montana can command CHF 150,000 (€155,000) a week over Christmas—to cover annual costs, leaving them free to enjoy the summer months in their mountain homes. In any assessment, this represents a reliably good solution for both investors and vacationers alike.
Zurich’s Green Revolution
When you visit Zurich, Switzerland, the question isn’t if your trip will be sustainable but how sustainable it will be. This Swiss financial hub’s recycling program is so extensive that it comes with a user manual. Certain cooperative housing complexes even require guests to sign a no-car pledge.
Additionally, a secretive green team at a resort on the Limmat River ensures that sustainability rules are being enforced.
“Sustainability is part of everything we do,” says Barbara Walther, a sustainability manager for Zürich Tourism. The city aims to reach net zero greenhouse gas emissions by 2040, focusing on reducing energy consumption and switching to
environmentally friendly energy sources. Their comprehensive Zurich Takes Responsibility plan encourages the use of mass transit and supports hotels in obtaining sustainability certifications.
Jakub Kasperczyk, Switzerland’s general manager for Blueground, highlights Zurich’s advanced recycling practices, which can be challenging for newcomers. Waste is meticulously sorted into various categories, with specific guidelines and special bags to offset disposal costs. Authorities even conduct spot checks to ensure compliance, with hefty fines for violations.
Tourism officials stress that Zurich’s sustainability efforts extend beyond recycling. The Storchen Zürich, a luxury hotel on the Limmat River, ex-
emplifies this with its elimination of single-use plastics, food recycling programs, and farm-totable initiatives. The hotel also employs a covert “green team” to monitor and enforce sustainability practices.
In Zurich’s Wiedikon district, the Genossenschaft Kalkbreite cooperative project pushes sustainability boundaries by requiring residents to forgo car ownership. This initiative reduces costs and environmental impact, aligning with Zurich’s broader sustainability goals.
Interestingly, Zurich’s rigorous sustainability measures are not unique within Switzerland. The national Swisstainable program promotes environmental initiatives, with Zurich holding a
From No-Car Pledges to Covert Green Teams, Innovative Practices Shape a Greener Future
The city aims to reach net zero greenhouse gas emissions by 2040, focusing on reducing energy consumption and switching to environmentally friendly energy sources
Level III certification, the highest standard, indicating comprehensive and regularly audited sustainability practices.
Zurich’s dedication to sustainability sets a benchmark for cities worldwide, showcasing how ambitious environmental goals can be integrated into everyday life and tourism.
