Success Stories

Success Stories.

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

Table of Contents.

Building Long-term Partnerships Drives Growth.

Switzerland – Your Gateway to Europe.

2

Success Story Locations.

4

Japanese Success Stories.

7

Nissan

7

Shimadzu

9

Hitachi Medical

11

Sunstar

13

Eisai Pharma

15

Fanuc FA

17

JTI

19

Toray Membrane

21

Elpida Memory

23

Sekisui Alveo

25

Mycom Intertec

27

Namiki

29

Mont-Bell

31

Eizo Nanao

33

Union Tool

35

Multinational Success Stories.

Google

41

Kraft Foods

43

Johnson & Johnson

45

Siemens Building Technologies

47

Columbia Sportswear

49

Fossil

51

More Information.

53

Our Services for You.

54

Japanese World in Switzerland | 1

Switzerland – Your Gateway to Europe.

A warm welcome.

Eric Scheidegger Ambassador Deputy Director SECO State Secretariat for Economic Affairs

Daniel Küng CEO Switzerland. Trade & Investment Promotion.

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 highlyeducated hardworking people.

2 | Success Stories

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 successful 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 businesses, 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

Success Story Locations.

Basel 8 6 15 Neuchâtel

3

6

Japanese Success Stories.

2

Biel

1 7

Zug 10

5 2

St. Gallen

Zurich

3 14

11 4

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

Lucerne

Chur

Berne

1

9

7

5

4

12

13

Lausanne

Geneva Lugano

Japanese Companies 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

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

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

Multinational Companies 1 2 3 4 5 6

Google Kraft Foods Johnson & Johnson Siemens Building Technologies Columbia Sportswear Fossil

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Highly Talented and Partnerships Qualified People.

Building Long-term Drives Growth. “ 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

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.

Facts.

Name: Nissan International SA Sector: Automobile Manufacture Swiss operation: European Headquarters Established: 1933 in Japan 2007 in Switzerland Employees: Switzerland: 145 Worldwide: 215,000 Location: Rolle, Canton of Vaud, Greater Geneva Berne area

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.

6 | Success Stories

Success Stories | 7

Building Growth.

Building Long-term Long-termPartnerships PartnershipsDrives Drives Growth.

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.

Concept car NUVU, 100% electric, CO2-free

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.

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8 | Success Stories

“ Being on location and in daily contact with customers is the first step to building long-term relationships.”

Daniel Albrecht, CEO Shimadzu Schweiz GmbH

Shimadzu Schweiz GmbH is a subsidiary of Shimadzu, a worldleading manufacturer of analytical instrumentation for laboratory and industrial applications, aircraft components and medical devices, 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.

Facts.

Name: Shimadzu Schweiz GmbH Sector: Analytical Instruments Swiss operation: Sales & Customer Service Established: 1917 in Japan 1999 in Switzerland Employees: Switzerland: 16 Worldwide: 9,326 Location: Reinach, Canton of Basel Landschaft, BaselArea

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.

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The Advantages Switzerland Offers are Real.

Prominence UFLC- Ultra Fast Liquid Chromatograph

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.

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10 | Success Stories

“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 Administration Hitachi Medical Systems Europe

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.

Facts.

Name: Hitachi Medical Systems Europe Sector: Medical Technology Swiss operation: European Headquarters Established: 1910 in Japan 2007 in Switzerland Employees: Local: 20 Worldwide: 16,000 Location: Zug, Canton of Zug, Greater Zurich Area

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.

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Creating a base for global growth.

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 straightforward 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.

HI VISION Preirus Ultrasound

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.

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“ Our Global Headquarters in Switzerland is helping us to fulfil Sunstar’s Dream and Mission.”

Yoshihiro Kaneda, Chairman of the Sunstar Group

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 Technology”, 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.

Facts.

Name: Sunstar Suisse S.A. Sector: Oral care, cosmetics, and health-promoting products Swiss operation: Global Headquarters Established: 1932 in Japan 2002 in Switzerland Employees: Switzerland: 42 Worldwide: 4,000 Location: Etoy, Canton of Vaud, Greater Geneva Berne area

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 Success Stories | 13

Central Location Facilitates Intensive Customer Cooperation. 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 biotechnologies 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 opportunities 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 headquarters plays an important role in its realisation.

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14 | Success Stories

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

Bruno Pirovino, Country Manager, Eisai Pharma AG

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 coronary 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.

Facts.

Name: Eisai Pharma AG Sector: Pharmaceuticals Swiss operation: Sales Operation with Local Medical & Regulatory Affairs and Marketing Functions Established: 1941 in Japan 2005 in Switzerland Employees: Switzerland: 15 Worldwide: over 11,000 Location: Zurich, Canton of Zurich, Greater Zurich Area

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”.

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Quick Direct Access to Decision Makers.

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, infrastructure, 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.

Presented by:

16 | Success Stories

“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

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.

Facts.

Name: Fanuc FA Switzerland GmbH Sector: Factory Automation Swiss operation: Sales and Service Established: 1972 in Japan 1988 in Switzerland Employees: Switzerland: 24 Worldwide: 4,894 Location: Biel/Bienne, Canton of Berne, Greater Geneva Berne area

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.

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© Genève Tourisme

A truly international environment for business.

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.

Presented by:

18 | Success Stories

“ 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

The Japan Tobacco Group of Companies (JT), is a leading international tobacco product manufacturer. Founded in Japan in 1985, and headquartered in Tokyo, it also researches, develops, manufactures 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 fastest 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.

Facts.

Name: JTI (Japan Tobacco International) Sector: International production, marketing, and sales of tobacco products Established: 1985 in Japan 1999 in Switzerland Employees: Switzerland: 1,000 Worldwide: 25,000 Location: International Headquarters, Geneva, Canton of Geneva Greater Geneva Berne area Swiss Market Office and Manufacturing, Dagmersellen, Canton of Lucerne

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.

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Switzerland is Well Prepared for Foreign Investment.

This is reflected in its decision to consolidate its Geneva operations 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, multicultural 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.

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20 | Success Stories

“ 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

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 products 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,

Facts.

Parent company: Toray Industries, Inc. Sector: Chemicals Established: 1926 in Japan Total employees: 38,500 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

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Eager to Invite Fresh Investment.

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”.

Toray RO Element

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, international 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.

Toray MBR Module

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 friendliness 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.

“ The Geneva Economic Development Office provided excellent advice and helped to smooth the relocation process from A to Z.” Akihiko Furusawa, Managing Director, Elpida Memory (Europe) Sarl

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.

Facts.

Name: Elpida Memory (Europe) Sarl Sector: Micro Technology Swiss operation: European Sales Established: 1999 in Japan 2008 in Switzerland Employees: Local: 10 Worldwide: 3,477 Location: Grand-Lancy, Canton of Geneva, Greater Geneva Berne area

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22 | Success Stories

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Central Location Facilitates Customer Cooperation.

Elpida Memory (Europe) Sarl Managing Director Akihiko Furusawa in the “System Technology Lab”.

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.

Presented by:

24 | Success Stories

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

Igor Allinckx, CEO, Sekisui Alveo

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 materials. 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 industry, 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 production 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.

Facts.

Name: Sekisui Alveo AG Sector: Plastics Engineering Swiss operation: European Headquarters & Application Services Laboratory Established: 1947 in Japan 1973 in Switzerland Employees: Local: 40 Worldwide: 19,742 Location: Lucerne, Canton of Lucerne

Success Stories | 25

Innovation is our Common Language.

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.

Presented by:

26 | Success Stories

“ 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)

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 reciprocating 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 automation. 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.

Facts.

Name: Mycom Intertec AG Europe Sector: Machinery Swiss operation: Sales & Distribution Established: 1924 in Japan 2004 in Switzerland Employees: Local: 11 Worldwide: 2,750 Location: Zug, Canton of Zug, Greater Zurich Area

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 Success Stories | 27

Connecting with new opportunities for innovation and growth. 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 headquarters 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 outdoors that Switzerland offers. He feels the Canton of Zug is one big garden, and walking his dog, Hachi has opened doors to unexpected friendships in his neighbourhood. Tempted by the world-class ski runs just an hour from Zug, he has also taken up skiing again.

Presented by:

28 | Success Stories

“ 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

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 proprietary 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.

Facts.

Name: Namiki Precision of Europe SA Sector: Manufacture of advanced materials and precision instruments Swiss operation: European Headquarters Established: 1939 in Japan 2009 in Switzerland Employees: Local: 4 Worldwide: 2,000 Location: Lausanne, Canton of Vaud, Greater Geneva Berne area

Success Stories | 29

Sharing a Love of the Mountains.

f1.5mm micro-motor

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.

Presented by:

30 | Success Stories

“ I find it easy to work with Swiss people, 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

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.

Facts.

Name: Mont-Bell Suisse SA Sector: Outdoor Goods Swiss operation: Retail Store Established: 1975 in Japan 2005 in Switzerland Employees: Switzerland: 6 Worldwide: 340 Location: Grindelwald, Canton of Berne, Greater Geneva Berne area

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.

Success Stories | 31

Swiss and Japanese Business Culture Have Many Commonalities.

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 t hey 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.

“ 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

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, manufactures 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

Facts.

Name: Eizo Nanao AG Sector: Display Monitors Swiss operation: Marketing & Sales Established: 1968 in Japan 2005 in Switzerland Employees: Local: 15 Worldwide: 1,389 Location: Wadenswil Canton of Zurich, Greater Zurich Area,

Switzerland by a local distributor. With the pending retirement of the distributor’s founder and owner, Eizo Nanao took the opportunity 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.

Presented by:

32 | Success Stories

Success Stories | 33

The Quality of Staff is a Key Benefit.

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!”

Presented by:

34 | Success Stories

“ The people are very open-minded, integrate easily, and respect each other’s languages and cultures. Newcomers swiftly adopt the Swiss work mentality.”

Chris Serre, President, Union Tool Europe SA

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.

Facts.

Name: Union Tool Europe SA Sector: Precision Manufacturing Tools Swiss operation: European Sales and Technical Service Established: 1960 in Japan 1986 in Switzerland Employees: Switzerland: 10 Worldwide: 1511 Location: Neuchâtel, Canton of Neuchâtel, Greater Geneva Berne area

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.

Success Stories | 35

Multinational Success Stories.

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.

“ Switzerland’s stable economic, political

and business environment has long made it home to many leading global organizations and multinational companies.”

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

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.

Presented by:

36 | Success Stories

Success Stories | 37

On the Cutting Edge of Technology.

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

EXCELLENCE IN 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・ラーニング日本事務局は、日本の皆様に

スイスの名門ボーディング・スクール（寄宿学校）

スイスの 教 育 の 伝 統を守り続 ける名 門 ボーディ

とホテル学校のグループです。

ング・スクールを様々な形でご紹介しています。

スイスが 生ん だ ルソー、ペスタロッチ、ピアジェ

毎 年 秋 に は、スイスから加 盟 校 の 先 生 方 が 来日

などの 偉 大 な 思 想 家 たちは、スイスの 教 育 の 基

し、留 学ワークショップ や、卒 業 生 の 合 同 同 窓 会

礎を築 いてきました。そして、彼らの 思 想 は 世 界

を開催しています。

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 〒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

yukiko.iinuma@eda.admin.ch www.swisslearning.com

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。

Matthias Graf, Head of Engineering Communications EMEA, Google

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 measurable 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.

Facts.

Name: Google Sector: Information Technology Swiss operation: Engineering Center, European Research Headquarters Established: 1998 in U.S.A. 2004 in Switzerland Employees: Switzerland: 450 Worldwide: 20,000 Location: Zurich, Canton of Zurich, Greater Zurich Area

Google opened its office in Zurich in 2004 on the recommendation of Google pioneer and first vice president of engineering, Swisstrained 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.

Success Stories | 41

Making Today and Everyday Delicious In Zurich.

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 fastmoving 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.

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

Kraft Foods, the world’s second largest food company, manufactures 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.

Facts.

Name: Kraft Foods Inc. Sector: Food Swiss operation: Kraft Foods Europe Operating Company (since 2007), Kraft Foods Swiss Business Unit Established: 1883 in U.S.A. 2007 in Switzerland Employees: Local: 600 Worldwide: 100,000 Location: Zurich, Canton of Zurich, Greater Zurich Area

Presented by:

42 | Success Stories

Success Stories | 43

An Acknowledged Other Centre for Medical Technologies.

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.

Presented by:

44 | Success Stories

“ What is so unique about the Greater Geneva Berne area, and indeed Switzerland, is that you can find all the partners you need to develop advanced medical devices.”

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

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 subsidiaries 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 programmable 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

Facts.

Name: Johnson & Johnson Neuchatel (Medos International Sarl) Sector: Medical Devices Swiss operation: Research and Development, Production, Distribution Established: 1886 in U.S.A. 1991 in Switzerland Employees: Switzerland: 1,250 Worldwide: 120,000 Location: Le Locle, Neuchâtel, Canton of Neuchâtel, Greater Geneva Berne area

Success Stories | 45

Home to Numerous International Companies.

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 highlyqualified workforce and favourable working conditions, hundreds of companies now operate in the fields of biomaterials, cardiovascular and dental implants and devices, diabetes devices, electromedical 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.

Presented by:

46 | Success Stories

“ 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.

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.

Facts.

Name: Siemens Switzerland Ltd., Building Technologies Division Sector: Building Technology Swiss operation: Global Headquarters Established: 1998 in Switzerland Employees: Local: 2,000 Worldwide: 38,500 Location: Zug, Canton of Zug, Greater Zurich Area

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International Business Meets the Great Outdoors.

The Building Technologies Division is part of Siemens Switzerland Ltd, Zurich (Switzerland) and consists of Siemens Building Technologies 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 advantages. 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.

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48 | Success Stories

“ The lifestyle in Switzerland is great. I don’t think it can get any better for anyone who loves business and the outdoors.”

Christian Finell, General Manager, Columbia Sportswear Company

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.

Facts.

Name: Columbia Sportswear Company Sector: Active Outdoor Apparel and Footwear Swiss operation: European, Middle East & Africa Headquarters Established: 1938 in United States 2004 in Switzerland Employees: Local: 67 Worldwide: 2,800 Location: Geneva, Canton of Geneva, Greater Geneva Berne area

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.

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A Highly Qualified, Multilingual, Multicultural Workforce.

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.

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50 | Success Stories

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

Martin Frey, Managing Director Fossil Group Europe

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.

Facts.

Name: Fossil Group Europe GmbH Sector: Watch & Fashion Accessories Design and Manufacture Swiss operation: European Headquarters Established: 1984 in U.S.A. 2004 in Switzerland Employees: Switzerland: 90 Worldwide: 5,400 Location: Basel, Canton of Basel Stadt, BaselArea

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.

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More Information.

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 nonEU 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 Affairs www.seco.admin.ch Aargau: www.aargauservices.ch Appenzell Innerrhoden www.ai.ch Appenzell Ausserrhoden www.wifoear.ch BaselArea Economic Promotion www.baselarea.ch Basel Stadt Basel Landschaft Jura Business Development Lucerne www.lucerne-business.ch Greater Geneva Berne area www.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 Area www.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 Nidwalden www.nwcontact.ch Obwalden www.iow.ch St. Gallen www.location.sg.ch Thurgau www.wiftg.ch Ticino www.copernico.ch Uri www.ur.ch/wfu

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52 | Success Stories

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Our Services for You.

Interested in locating your business in Switzerland? We’re here to help!

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.

‘Step-by-Step Location Services’.

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.

‘Step-by-Step Location Services’.

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

54 | Success Stories

‘Step-by-Step Location Services’.

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

Detailed Consulting.

With the detailed consultation, Swiss Business Hub Japan uses competent analysis and verified contacts to bring you on the successful path to the location in Switzerland. The services of the detailed consultation are offered by private experts for a fee.

Strategy Services Legal Services, Tax Services, Financial Services Implementation Services Relocation Services, Real Estate Services, Staff Services Success Stories | 55

Switzerland. Trade & Investment Promotion. c/o Swiss Business Hub Japan Embassy of Switzerland 5-9-12 Minami-Azabu, Minato-ku,Tokyo 106-8589 Japan Phone: 0120 844 313 (Domestic calls) Phone: +81 3 5449 8400 (International calls) Fax: +81 3 3473 6090 inquiry@invest-in-switzerland.jp

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