Special Issue Focusing On Switzerland - Kuwait

‫�سوي ــ�سـرا‬

‫وجـ ـ ـه ــة ع ـطـ ـلـ ــة �أحـ ــالمـك‬ ‫�ســـــــاعـــــات قطع �س ــوي ــ�ســريـ ــة ممـ ـت ــازة‬ Beauty on Rails -

Watches

The Swiss Masterpieces

The Ultimate Railway Experience

BaselWorld - Truly an Amazing world Swiss Banking - World’s most convenient and trustworthy banking Your Health Destination - Wellness at the highest level

Switzerland Your dream Holiday Destination

Swiss Chocolates - Smooth, Creamy and Delicious In Cooperation with the Embassy of Switzerland - KUWAIT

M I L L E N A RY C O L L E C T I O N

I N I T I AT I O N I N T O T H E C U LT U R E O F T I M E P I N K G O L D WAT C H W I T H C E N T R E S E C O N D S A N D D AT E D I S P L AY, E X C L U S I V E S E L F W I N D I N G A U D E M A R S P I G U E T M O V E M E N T. A L S O AVA I L A B L E I N W H I T E G O L D .

w w w. a u d e m a r s p i g u e t . c o m

Forty years of excellence in international business law.

Business law specialists from civil law and common law jurisdictions.

Counsel and arbitrators in international arbitration.

Advising contractors and owners in construction and engineering projects.

QFC Tower P.O. Box 23495 DOHA – QATAR Tel. + 974 496 7247 Fax + 974 496 7244 www.laliveinqatar.com

LALI V E I N QATAR LLP LALI V E 35 Rue de la Mairie

P.O. Box 6569 CH -1211 GENEVA 6 SWITZERLAND Tel. + 41 22 319 87 00 Fax + 41 22 319 87 60 www.lalive.ch

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14.4.2008 8:45:21

Content s 2008 5

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Beauty on Rails The Ultimate Railway Experience

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BaselWorld Truly an Amazing world

Swiss «The Jewel of Europe» In cooperation with

Embassy of Switzerland - Kuwait, Bahrain, Qatar

Magazine Coordinator Ziad Tarakji Economic, commercial Attaché

Ambassador’s Message

Hala Assassa

Commercial, Consular & Cultural Assistant

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Swiss Banking

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World’s most convenient and trustworthy banking

Your Health Destination Wellness at the highest level

Fatima Gunjwala Editor

Mujahid Iqbal Director Marketing Khurram Sajjad

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Financial Manager

Interview

Saeed Yacob

Kuwait – Swiss trade ties stronger

Photographer

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Swiss Chocolates

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Smooth, Creamy and Delicious

Switzerland

Swiss Education System

Design by mediums advertising & design

Printed by

Al-Khat Printing Press

For Further Inquiries, please contact Mujahid Iqbal Cell: +965 – 759 2064 Email:talk2mujahid@yahoo.com

Your dream Holiday Destination

www.arabtraveler-magazine.com

54 Swiss is a magazine of the Embassy of Switzerland Kuwait, Bahrain, Qatar. The contents and opinions expressed here in are not necessarily those of the publishers. While every effort is made to ensure the accuracy of the contents, no liability can be assumed by the publishers for any inaccuracies.

Watches The Swiss

Masterpieces

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Euro 2008 in Switzerland

Credits:

www.myswitzerland.com www.infoswiss.org www.swissworld.com www.fhs.ch www.chocosuisse.ch http//Geneva-tourism.ch

Distinguished Readers,

Michel Gottret, Ambassador

It is my great pleasure to have the opportunity to address you in the context of these brief introductory remarks for this special issue on Switzerland brought to you by Arab Traveler. I would like here to thank this magazine for this praiseworthy effort.

In the middle of western Europe, our country may be well known for its picturesque landscapes, the quality of life in its cities, its fresh air and mountains, but also, in a nutshell, for its industrial capabilities to bring about innovative and quality products, for its financial services, its efficient communications and links with the rest of the world, and last but not least, for education, research and medical treatment.

While being well known, these characteristics by no means build up a static setting. Structural adjustment is indeed required on a permanent basis to stay at the forefront of the international economic performance. The picture is therefore ever-changing and that’s the reason why it is today time to present anew an overview, in a good mix of changes and sound traditional features.

Now, when things are already excellent, we have to protect them, enjoy them, further them; and that is certainly true of the relations between Kuwait and Switzerland.

We will do our best to promote them. In that respect, a lot of interesting challenges are ahead of us. One of the most interesting of them is of multi- and bilateral nature; it is related to the Free Trade Agreement just initialed between the Gulf Cooperation Council GCC (with Kuwaiti membership) and the European Free Trade Association EFTA (with Swiss membership), to be signed this fall. We look forward to taking up all these promising challenges, together, in particular, with the Kuwaiti Embassy established now in Bern.

In our eyes, this new Kuwaiti presence in Switzerland is a telling sign of even better things to come. And as the Kuwait Liberation Tower, which was built with the participation of Swiss design and knowhow, is scraping the sky, the closely bound relations between Switzerland and Kuwait will hopefully continue to soar to new heights.

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FORE W ORD

Mujahid Iqbal

Timeless Relations Kuwait and Switzerland have enjoyed excellent relations for decades. Switzerland is a popular destination for Kuwaiti tourists and students, and the best of Swiss watches and chocolates are widely available in Kuwait.

Since the oil boom in the 1970s, trade issues have taken centre stage, according to the website of the Swiss Embassy in Kuwait, which opened in 1975 in the state. Kuwait has had an Embassy in Berne since 2006. Numerous Swiss firms have sent personnel to Kuwait to direct infrastructure projects. In addition, Switzerland exports watches, jewellery, machinery and pharmaceutical products to the Gulf state.

Switzerland is a peaceful, prosperous, and stable modern market economy with low unemployment, a highly skilled labor force, and a per capita GDP larger than that of the big Western European economies, the World Factbook notes.

Switzerland’s sovereignty and neutrality have long been honored by major European powers, and the country was not involved in either of the two World Wars. The political and economic integration of Europe over the past half century, as well as Switzerland’s role in many UN and international organizations, has strengthened Switzerland’s ties with its neighbors.

In this issue, we have covered a wide range of topics related to Switzerland – from its watches and chocolates (and cheeses) to football – yes, Switzerland is a co-host of Euro 2008, a sporting event rivalled only by the World Cup or the Olympics in its magnitude. Tourism is another key Swiss offering – breathtaking landscapes, idyllic villages and modern metropolises are part of the must-see sights in the country. The country’s legendary banking system too is explained.

We would also like to thank all the advertisers for their support and we strongly hope that their objectives will be achieved through their presence in the magazine.

Finally, I would like to extend my gratitude to the Embassy of Switzerland, Kuwait for their whole-hearted support to our staff in bringing out this issue.

Happy reading!

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t u o b a n o i t a m r o f n I l u f e s d U n a l r e Switz Switzerland is also known as “Confoederatio Helvetica”, therefore the abbreviation CH. “Confoederatio” stands for “confederation”, “Helvetica” derives from the Latin word “Helvetier”, the name of the people who lived in the area which became later Switzerland. The capital of Switzerland is Bern City, also the capital of the canton Bern. The Swiss currency is called “Schweizerfranken” (“Swiss Francs”) or short “Franken”. Its flag has a white cross on the red back, which has a religious background.

The cross represents the cross, Jesus was put on, and the red color represents his blood.

Independent urban centers Each Swiss city specializes in a specific business or industry Zurich: Economic, knowledge, creative and financial center

Geneva: Seat of numerous international organizations Berne:

Switzerland’s capital; the country’s political and administrative center

Basel: Administration and research center for the chemicals and pharmaceuticals industry.

Straight through Switzerland in four hours Switzerland is small (41,000 km2). Its widest points stretch just 350 km from east to west and 250 km from north to south. Trains are able to Switzerland’s geographic location at the heart of Europe cover both the length and breadth of the country in just four makes it an ideal place for doing international business. As hours, in the process traversing a vast variety of landscapes an important point of convergence between North/South- and scenery.

Mountains and lakes, industry and agriculture and East/West-bound traffic, Switzerland provides access to 500 million consumers in the European market. Its own Switzerland’s three geographic regions are the Mittelland population is multicultural and multilingual. (midland), the Jurassic and the Alps.

Switzerland’s central location in Europe

Two-thirds of the population live in the Swiss “Mittelland” or Thanks to Switzerland’s central geographic location in Europe, midland (between Lakes Geneva and Constance, 30 percent of the country), a countryside dominated by rolling hills, forests, the country is at the intersection of the continent’s main traffic lakes and rivers. The midland is densely populated and its arteries between North and South, East and West. Thanks to business sector is well developed. Villages and agricultural the fact that it shares borders with Germany, Austria, France areas are scattered between urban and industrial centers. and Italy, Switzerland is at the cultural heart of Europe as The Jurassic mountain range (10 percent of the country) runs well. to the West of the midland, from Lake Geneva up to the river Rhine. This part of the country has an average altitude of 700 International, multilingual population m (2300 ft), and is dominated by tablelands and river valleys.

Approximately 7.5 million people live in Switzerland. Twenty percent of them are foreign nationals, and contribute much of The Alpine region (60 percent of the country) is sparsely Switzerland’s cosmopolitan, contemporary flair. Switzerland populated. This part is known especially for its mountains, has 4 national languages, German; French; Italian and glaciers and other areas of natural beauty, and is a popular Romansh or Rhaeto-Romanic. destination for tourists from Switzerland and beyond.

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Kuwait-Swiss Trade Ties Strong in favor of Switzerland since Switzerland does not import oil directly from Kuwait. In fact, Swiss imports of oil come mainly from European refineries as by-products and not crude oil.

Although there has been an improvement in the value of Kuwaiti exports to Switzerland in recent years, it remains relatively modest, averaging $27.5 million per year since 2000.

Q: Can you sum up the evolution of the trade between Kuwait and Switzerland?

A: Swiss exports to Kuwait were as modest as 99.1 million Swiss francs in 1992, while imports amounted to 5.4 million Swiss francs. In 2000, exports touched 155 million Swiss francs, while imports were only of 6.6 million Swiss francs.

In 2007, exports surged to 381 million Swiss francs, while imports from Kuwait reached 68.4 million Swiss francs.

A: The value of the two-way merchandise trade between Switzerland and Kuwait has been steadily on the rise since 2000, reaching to a record high of $405 million in 2007, with Swiss exports to Kuwait rising by 12.7 percent from the year before.

in 2007 consisted mainly of jewellery worth 63.02 million professionalism of the service sector. Moreover, Switzerland Swiss francs. is perfectly located in the heart of Europe with excellent infrastructure (three international airports and railway system Q: What is the future of trade between Switzerland connected with high speed train to European capitals). It also boasts the highest density of universities and vocational and Kuwait? educational institutes in Europe, a skilled and disciplined A: The rise in merchandise trade is very likely to continue workforce and the lowest strike level by European standards. in view of steady growth of Kuwait’s economy and the many mega-projects in the pipelines. Since abut 90 percent of Swiss Q: What is the Swiss investment climate like? companies are small and medium-sized, they often cannot enter in joint ventures but instead are suppliers of goods and A: Swiss laws provide foreign entrepreneurs and businessmen services as subcontractors. Yet, an equally important aspect with a very safe investment environment in addition to such of the economic relations between Switzerland and Kuwait is excellent benefits as the political stability, sound economic the “invisible” trade, which includes banking and investment policies and moderate taxes. It is for the combination of all services, tourism, education, training, consultancy and trade these factors that many international corporations have set up fairs. Many Kuwaiti individuals and institutions invest in their European headquarters in Switzerland. Kuwaiti investors Switzerland, while Switzerland receives an average of 10,000 enjoy still further assurances since Switzerland and Kuwait visitors per year from Kuwait who come for business or have already signed two agreements for the promotion pleasure, and quite often for both. Moreover, quite a good and protection of investments and for avoidance of double number of Kuwaitis own private property in Switzerland. taxation, respectively.

Q: Is the balance of trade between the two nations at par ?

Q: What does Switzerland have to offer to the Q: Can you shed some light on the renowned Swiss investor? banking sector?

A: The trade balance between the two countries is significantly

A: Switzerland is globally credited not only for the excellent A: Apart from its old conventional image as a country of quality of its goods, but also for the reliability, efficiency and cheese, chocolate, pharmaceuticals and watches, Switzerland

Ziad Tarakji, Economic and Commercial Attaché at the Embassy of Switzerland, expounds on trade relations between Kuwait and Switzerland.

Interview by Mujahid Iqbal

Q: What is the value of trade between Kuwait and Switzerland?

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Q: What are the main components of trade?

A: Jewellery and precious metals (81.89 million Swiss francs), pharmaceuticals (75.62 million Swiss francs), watches (72.63 million Swiss francs) and electronic machinery (63.91 million Swiss francs) made up the bulk of exports from Switzerland to Kuwait in 2007. Other exports included machinery and agro products valued at 22.14 million Swiss francs and 16.80 million Swiss francs respectively. Swiss imports from Kuwait

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is now probably best known for its long tradition in banking, dating back to the 18th century. The Swiss banking sector, which is world renowned for confidentiality and highly efficient services, has played a pivotal role in the 19th century’s European industrial development. And it was for good reasons that in the 20th century, and after the massive destruction of Europe in the Second World War, the International Bank of Settlements (BIS) was based in the Swiss city of Basel.

The sector derives much of its strength from the country’s long history of political, economic and social stability and from the fact that the Swiss franc has long been one of the world’s most reliable currencies. Strict regulatory provisions and efficient control mechanisms ensure that Switzerland’s financial center is one of the best regulated in the world.

The excellent reputation and the strong performance of the Swiss banking sector has attracted many global banks to set up branches in Switzerland. In fact, more than 40 percent

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of banks in Switzerland are actually foreign banks, including the National Bank of Kuwait. Nothing illustrates the leading role played by Swiss banks better than the fact that some 30 percent of all internationally-invested private assets are managed in Switzerland.

Q: In a nutshell, why Switzerland?

A: The Swiss market is very highly developed, offering strongest added value in industrial and services activities.

Since Switzerland is poor in natural resources, it opted to excel in manufacturing and services and has thus earned one of the world’s best ratings in efficiency and competitiveness.

For more information about the services of the Embassy of Switzerland Kuwait, Bahrain & Qatar visit:http//www.eda.admin.ch/kuwait or

Switzerland Your dream Holiday Destination

Switzerland has a lot to offer, even to the demanding tourist. Those who love snow will certainly enjoy Swiss winters. Many kilometers of ski-runs are available for skiing and snowboarding. Or what about a downhill sledge-ride, for example between Preda and Bergün in the canton of Graubünden?

Switzerland is also a perfect place for those who seek peace and quiet. There are virtually no limits to the hiking possibilities.

In spite of the fact that hiking is very popular, also among the Swiss, there are lots of quiet trails and restful places to recover one’s breath and enjoy the scenery. Indulge yourself and enjoy the good things in life in one of the spa baths or beauty centers. Health resorts offering wellness packages (for example Zermatt, Arosa and Scuol-Tarasp) are sometimes car free and therefore very clean.

Of course there are many sports that can be practiced, mainly during the summer. Mountain climbing, ice climbing, glacier tours, abseiling, canyoning, paragliding, mountain biking and bungee jumping from a bridge or from the car of a cable lift: if you like (extreme) sports you can push back your limits in Switzerland. Do you like sailing or surfing? Then you should visit one of the many lakes in this country.

Switzerland is quite expensive compared to most other European countries. However, you can expect quality in return. It is a clean country with good roads and excellent public transportation. Hotels and holiday homes generally offer good quality as well. Please take into account that the national currency is the Swiss franc, and not the euro. The euro, however, is sometimes accepted and will probably be accepted more often in the future.

Hiking in the Swiss Alps

Hiking lovers will definitely have a good time in Switzerland.

Hiking in Switzerland can be done on about 50,000 km of trails that enable you to explore a great variety of landscapes.

Obviously, the majority of hikers prefer the Alp region. But some new hikers turn out to be involved in accidents more frequently than people who practice extreme sports. That’s because this group of mountaineers is, on average, quite inexperienced and pays less attention to security.

‫�ســـويـــ�ســــرا‬ ‫وجــهــة عــطــلـــة �أحــالمــك‬ ‫ و يتمتع �أولئك و �أرو�سا و �إ�سكول تارا�سب ) خالية يف بع�ض الأحيان من ال�سيارات ولذلك‬.‫ حتى لل�سائح املطالب‬، ‫ لديها الكثري للتقدمي‬، ‫�إن �سوي�سرا‬ .‫ �إذ توجد بها كيلومرتات ف�إنها نظيفة للغاية‬.‫ ب�أ�شتية �سوي�سرا‬، ‫ حتما‬، ‫الذين يحبون الثلوج‬ ‫ �أو ما ر�أيك يف ركوب املزجلة‬.‫عديدة مغطاة بالثلوج للتزلج و ركوب اجلليد‬ .‫ يف ف�صل ال�صيف‬،‫ غالبا ما‬،‫ هناك ريا�ضات كثرية ميكن ممار�ستها‬،‫ ما بني بريدا و بريغون يف كانتون طبعا‬،‫ على �سبيل املثال‬.‫�إىل �أ�سفل التالل‬ ‫و هي ت�سلق اجلبال و ت�سلق اجلليد و رحالت �إىل مناطق اجلليد و النزول‬ ‫غراوبندين؟‬ ‫من الأماكن املرتفعة بوا�سطة حبلني و النزول �إىل الأماكن ال�ضيقة بني‬ ‫�إن �سوي�سرا مكان مثايل �أي�ضا الولئك الذين يبحثون عن الأمن و اجلبلني و ت�سلق اجلبال راكبا الدراجات الهوائية و القفز من الأماكن‬ ‫ و �إذا كنتم‬.‫ لي�ست هناك حدود لإمكانيات النزهة الطويلة �سريا املرتفعة كج�سر �أو عربة كبلية و ذلك بوا�سطة احلبال املمغطة‬،‫ و بالفعل‬.‫الهدوء‬ ‫ هل‬.‫ فيمكنكم جتاوز حدودكم يف �سوي�سرا‬،)‫ و رغم �أن ظاهرة النزهة الطويلة �سريا على الأقدام �شائعة حتبون الريا�ضة (املفرطة‬.‫على الأقدام‬ ‫ �إال �أنه توجد هناك الكثري من املمرات حتبون ركوب املركب ال�شراعي �أو التزلج على �أمواج البحر؟ فال بد �أن‬،‫جدا حتى فيما بني ال�سوي�سريني‬ .‫ �شغلوا تقوموا بزيارة �إحدى البحريات املتعددة بهذه البالد‬.‫و �أماكن الراحة الهادئة للإ�ستجمام و التمتع مبناظر جميلة‬ .‫�أنف�سكم و متتعوا بزيارة �إىل حمامات �صحية طبيعية �أو مراكز للتجميل‬ ‫ حيث‬.‫ فعليكم �أن تفكروا بزيارة �سوي�سرا ب�أكملها‬،‫و تكون املنتجعات ال�صحية املقدمة ل�صفقات العافية ( من �أمثال زيرمات و �إذا كنتم حتبون ال�سفر‬

If you like to travel, you can consider a tour across Switzerland. A magnificent network of railways is available to let you discover Switzerland in a safe and comfortable way.

In summer, a tour by car is possible so that you can explore beautiful pass roads.

You might wonder: what does Switzerland not offer? If you are seeking a holiday on the beach, you are better off elsewhere.

There are many lakes but there’s no sea. There is sun, and a lot of it in summer, but the weather can break rather quickly.

Certain regions like Tessin and the Rhône valley have plenty of sunshine and high temperatures. If you like to have a night out, you must realize that the number of cinemas and discotheques is limited. Some typical tourist centres and large cities are an exception to this rule, but in general villages are adjusted to tourists who visit Switzerland for its nature.

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‫ت‬ ‫�إ وجد هناك �ش‬ ‫ب‬ ‫ك‬ ‫ة‬ ‫مم‬ ‫تا‬ ‫ز‬ ‫ة‬ ‫من الق‬ ‫كت�شاف‬ ‫ميكنكم ا �سوي�سرا ب�أ�سلوب �سليم و طارات لتتمكن‬ ‫وا‬ ‫م‬ ‫ن‬ ‫�ضيقة و لجتجول يف ال�سيارة لتتمكنوامريح‪ .‬و يف ال�صيف‪� ،‬أنزهة ط‬ ‫و‬ ‫ي‬ ‫ل‬ ‫ة‬ ‫�‬ ‫س‬ ‫ريا‬ ‫على الأ‬ ‫تقدمه �سويميلة يف اجلبال‪ .‬و قد تتعجمن �إكت�شاف طرق �سليب ال�سو‬ ‫حميب�وس ارلية ال�شاهقة قدام يف جبال‬ ‫ق�ضي‬ ‫على ال� �سرا؟ و �إذا كنتم تريد بون‪ :‬ما ال‬ ‫ذ‬ ‫ي‬ ‫ال‬ ‫ن‬ ‫ز‬ ‫ه‬ ‫ة‬ ‫ا‬ ‫لطويلة‬ ‫�آخر‪ .‬شاطئ ‪ ،‬فهو خري لكم ون ق�ضاء عطلتكم ‪ ،‬حتما‪� ،‬أ‬ ‫�س‬ ‫و‬ ‫قا‬ ‫ريا‬ ‫تا‬ ‫عل‬ ‫مم‬ ‫ى‬ ‫ت‬ ‫ا‬ ‫ع‬ ‫ة‬ ‫من‬ ‫يف‬ ‫وه‬ ‫لأقدام‬ ‫و هناك ناك بحريات كثرية و لك �أن تكونوا يف مكان التنزه �سريا على الأقدام �سوي�سرا الت‬ ‫ي‬ ‫مي‬ ‫ك‬ ‫ن‬ ‫ف‬ ‫ي‬ ‫ن‬ ‫ها‬ ‫يف نحو ‪00‬‬ ‫�شم�س و هناك‬ ‫من املمرات ال‬ ‫لي�س هناك ب‬ ‫اجلو يتغري ب�سرعة‪ .‬و ه �شم�س �أقوى يف ال�صيف‪ .‬و حر‪ .‬من املناظر ال تي متكنكم من �إكت�شاف ت‪ 50,0‬كيلومرت‬ ‫و وادي رهوين توجد به ناك مناطق معينة مثل تي لكن يف�ضلون منططبيعية‪ .‬و من الوا�ضح �أن �شكيلة كبرية‬ ‫مرتفعة‪ .‬و �إذا كنتم تري ما �شم�س قوية و درجات ح �سني امل�شاة اجلدد ي قة جبال �ألب ال�شاهقة‪ .‬معظم امل�شاة‬ ‫فيجب �أن تعرفوا �أن عد دون ق�ضاء ليلتكم يف اخلا رارة �أ�شخا�ص ميار تعر�ض‪ ،‬غالبا ما‪ ،‬حلواد و لكن بع�ض‬ ‫حمدود‪ .‬علما ب�أن بع� د دور ال�سينما و حانات الر رج ‪ ،‬املجموعة من �سون الريا�ضة املفرطة ‪ .‬و ث مقارنة مع‬ ‫و املدن الكبرية معفاة مض املراكز ال�سياحية النموذ ق�ص قليال بالأمن‪ .‬مت�سلقي اجلبال لي�ست مت ذلك لأن هذه‬ ‫جية‬ ‫ب�شكل عام ‪ ،‬تتكيف مع ا ن هذا القانو‬ ‫مر�سة و تهتم‬ ‫ن‪.‬‬ ‫و‬ ‫ل‬ ‫ك‬ ‫ن‬ ‫ا‬ ‫ل‬ ‫ق‬ ‫رى‪،‬‬ ‫ل�سيا‬ ‫لطبيعتها‪.‬‬ ‫ح الذين يزورون �سوي�سرا �إن النزهة‬ ‫�س‬ ‫ريا‬ ‫عل‬ ‫ى‬ ‫ا‬ ‫مل‬ ‫�إن�شاهدة الطبيعة و الثنالأءقدام‪ ،‬هي ال‬ ‫ط‬ ‫ر‬ ‫ي‬ ‫ق‬ ‫ة‬ ‫ا‬ ‫مل‬ ‫ثا‬ ‫ل‬ ‫ية‬ ‫�إن �سوي�سرا‬ ‫�إ �أجمل الأماكن المي على منا‬ ‫غا‬ ‫ظ‬ ‫ل‬ ‫ر‬ ‫ي‬ ‫ة‬ ‫ا‬ ‫ل‬ ‫ج‬ ‫ط‬ ‫ب‬ ‫دا‬ ‫ي‬ ‫ع‬ ‫ك‬ ‫ة‪ .‬و‬ ‫ال �سريا على الأقدام‪ .‬ن التو‬ ‫الأوروبية الأخرى‪ .‬عل مقارنة م‬ ‫�ص‬ ‫ع‬ ‫ل‬ ‫�‬ ‫أ‬ ‫�‬ ‫إ‬ ‫ل‬ ‫غل‬ ‫ي‬ ‫ه‬ ‫ب‬ ‫ا‪،‬‬ ‫ا‬ ‫�‬ ‫أ‬ ‫ل‬ ‫�‬ ‫إ‬ ‫ا‬ ‫ى‬ ‫ن‬ ‫دول لأ‬ ‫حيانا‪،‬‬ ‫باجلودة مقاب‬ ‫قدام يف �شبكة‬ ‫طرق النزهة‬ ‫كل حال‪ ،‬مي‬ ‫و موا�صالت ل ذلك‪� .‬إنها دولة نظيفة م كنكم التوقع و كل ف�صل بعنالإنرتنت هذه م�صنفة ح لل�سري على‬ ‫بيوت عطال عامة ممتازة‪ .‬و تقدم كل ع �شوارع جيدة غراوبوندين يحتوان بريني�س �أوبرالند �سب املناطق‪.‬‬ ‫العملة الو ت طعاما ذا جودة جيدة‪ .‬من الفنادق و النزهة �سريا عل وي على ق�سم خا�ص مب و فالي�س و‬ ‫على كل طنية هي فرنك �سوي�س يرجى العلم ب�أن �أكرث من يوم و �إنى الأقدام‪ .‬هذه النزها علومات عن‬ ‫الأحيا حال‪ ،‬تقبل اليورو �أحيا ري و لي�س اليورو‪ .‬و ذلك لأن الت�سل ها‪ ،‬ب�صراحة‪ ،‬لي�ست طرت ال ت�أخذ‬ ‫نا و قد تقبل يف �أكرث معلوماتنا‪ ،‬ميكن ق هو �إخت�صا�ص �آخر‪ .‬و قا للت�سلق‪.‬‬ ‫ن م�ستقبال‪.‬‬ ‫مل‬ ‫ع‬ ‫كا‬ ‫املحلية تزويدكم تب ال�سياحة �أو حم الوة على‬ ‫تكون لديها من�شومبعلومات �أكرث‪ .‬و يف بعطات القطار‬ ‫عن النزهة �سريا رات بها معلومات حملي �ض الأحيان‬ ‫ة و �إقليمية‬ ‫على الأقدام‪.‬‬

‫‪15‬‬

‫‪Geneva, Chamonix and Mont Blanc‬‬

‫‪See the towering Mont Blanc a favorite tourist attraction‬‬ ‫‪in Switzerland. Take a breathtaking cable car ride and see‬‬ ‫‪panoramic views of the Alps in Switzerland, France and Italy.‬‬ ‫‪Enjoy stopping over for lunch at a picturesque mountain‬‬ ‫‪village.‬‬

‫‪Lausanne, Montreux and Chillon‬‬

‫‪Hiking is the perfect way to observe nature and admire‬‬ ‫‪the landscape. The most beautiful places can often only‬‬ ‫‪be reached on foot. The hiking routes on this website are‬‬ ‫‪classified by region. Each of the chapters Bernese Oberland,‬‬ ‫‪Wallis and Graubünden contains a section with hiking tips.‬‬ ‫‪These hikes do not take more than a single day and they are‬‬ ‫‪explicitly no climbing routes, because climbing is another‬‬ ‫‪specialty. In addition to our tips, local tourist offices or railway‬‬ ‫‪stations can provide you with more information. They often‬‬ ‫‪have brochures with local or regional hiking tips.‬‬

‫‪Travel to Lausanne, the cultural heart of Switzerland and‬‬ ‫‪one of its popular tourist attractions. Visit the art galleries‬‬ ‫‪and museums or wander around the lake. Tour the Castle of‬‬ ‫‪Switzerland Excursions‬‬ ‫‪Chillon, one of Switzerland’s most renowned monuments,‬‬ ‫‪Travel on delightful excursions in Switzerland. The tourist made famous by the poem of Lord Byron. This tour is only‬‬ ‫‪attractions of Switzerland beckon you. Enjoy seeing the available from April to November.‬‬ ‫‪tourist attractions of Switzerland on tours. Visit the famous‬‬ ‫‪cities, mountains and tourist attractions of Switzerland when‬‬ ‫‪you travel to Switzerland.‬‬

‫‪14‬‬

Geneva Afternoon City Tour

Spend an afternoon seeing the tourist attractions of Geneva, Switzerland. See the calm lake, the sprawling parks and many international institutions including the United Nations Headquarters. Switzerland’s City of Peace awaits your visit.

region in the Bernese Alps is famous for the annual Lauberhorn World Cup ski race. Enjoy a range of winter sports, including tobogganing down the Eiger run and taking sled rides drawn by huskies, in a landscape that abounds in panoramic views of the Swiss Alps.

Gstaad, Les Diablerets and Glacier Walk

Mystery Park Interlaken

Travel across the meadows and glaciers of the Swiss Alpine region and see stupendous views. Enjoy a walk at an altitude of 3000 meters above sea level and see the Swiss Alps at their best. Enjoy these tours from July to December with Switzerland.

Enjoy a tour of the Mystery Park in Interlaken, where the world’s unsolved mysteries and amazing natural phenomena are realistically displayed through multimedia exhibits.

Prepare to be amazed by the wonders of the Mystery Park in Interlaken Switzerland.

Montreux and Chillon

Zurich and its Beautiful Surroundings

Travel to Montreux and Chillon in Switzerland. See the tourist attractions of these popular destinations in Switzerland.

Gaze at the green hillsides covered with vineyards and take a guided tour of Chillon Castle. This tour is only available from April to December.

Take a guided tour of the heritage buildings and shopping arcades of Zurich. Enjoy a cable car ride to Felsenegg at a height of 800 m and see the stained glass windows designed by Marc Chagall. See both the natural and manmade attractions of Zurich.

Christmas at Montreux and Chillon

Mt Rigi - Queen of the Swiss Mountains and Lucerne

Celebrate Christmas in Montreux, Switzerland. Enjoy shopping at the Christmas market amidst a variety of chocolates and confectionery, Christmas decorations and gifts. Take a tour of the Castle of Chillon, one of Switzerland’s most renowned monuments, made famous by Lord Byron’s poem.

‫ مدينة ال�سالم تنتظر‬:‫ �إن �سوي�سرا‬.‫فيها املقر الرئي�سي للأمم املتحدة‬ ‫رحالت اىل �سوي�سرا‬ .‫ �إن �أماكن ال�سياحة يف �سوي�سرا زيارتكم‬.‫متتعوا برحالت ممتعة يف �سوي�سرا‬ ‫ متتعوا مب�شاهدة �أماكن ال�سياحة يف �سوي�سرا من خالل‬.‫تدعوكم‬ ‫ زوروا مدنا و جباال و �أماكن �سياحية �شهرية ب�سوي�سرا غ�ستاد و ل�س دايـبلريت�س و امل�شي على اجلليد‬.‫الرحالت �إليها‬ ‫�سافروا على طول الأرا�ضي اخل�ضراء و الثلوج مبنطقة جبال �ألب‬ .‫عندما ت�سافرون �إىل �سوي�سرا‬ 3,000 ‫ متتعوا بامل�شي على �إرتفاع‬.‫ال�سوي�سرية و �شاهدوا مناظر مذهلة‬ . ‫ و �شاهدوا �أف�ضل مناظر جبال �ألب ال�سوي�سرية‬.‫مرت فوق �سطح البحر‬ ‫جنيف و �شامونيك�س و مونت بالنك‬ .‫ متتعوا بهذه الرحالت من يوليو �إىل دي�سمرب يف �سوي�سرا‬.‫�شاهدوا مونت بالنك ال�شاهق و هو �أحد �أماكن ال�سياحة يف �سوي�سرا‬ ‫متتعوا بركوب عربة كبلية و �شاهدوا مناظر بانورامية جلبال �ألب يف‬ ‫مونرتك�س و �شيلون‬ .‫ توقفوا للغداء يف قرية جبلية فاتنة‬.‫�سوي�سرا و فرن�سا و �إيطاليا‬ ‫ و �شاهدوا �أماكن �سياحة هذه‬.‫�سافروا �إىل مونرتك�س و �شيلون يف �سوي�سرا‬ .‫ حدقوا �إىل تالل خ�ضراء مغطاة بالكروم‬.‫الوجهات ال�شهرية يف �سوي�سرا‬ ‫الو�ساين و مونرتيك�س و �شيلون‬ ‫ هذه الرحلة متوفرة فقط من �إبريل‬.‫ قلب �سوي�سرا احل�ضاري و �أحد �أماكنها ال�سياحية و زوروا ق�صر �شيلون برفقة دليل‬، ‫�سافروا اىل الو�ساين‬ .‫ و �إىل دي�سمرب‬.‫ زوروا �صاالت الفنون و املتاحف �أو جتولوا حول البحرية‬.‫ال�شهرية‬ ‫زوروا ق�صر �شيلون �أحد �أ�شهر الن�صب التذكارية ب�سوي�سرا و الذي جعلته‬ ‫كر�سما�س يف مونرتك�س و �شيلون‬ ‫هذه الرحلة‬.‫م�شهورا الق�صيدة التي كتبها اللورد بايرون‬ ‫ متتعوا بالت�سوق يف �سوق‬.‫�إحتفلوا بكر�سما�س يف مونرتك�س يف �سوي�سرا‬ .‫متوفرة فقط ما بني الفرتة من �إبريل �إىل نوفمرب‬ ‫كري�سما�س تباع فيها ت�شكيلة من ال�شوكوالتة و احللويات و زخارف‬ ‫ زوروا ق�صر �شيلون �أحد �أ�شهر الن�صب التذكارية يف‬.‫كر�سما�س و الهدايا‬ ‫رحلة مدينة جنيف بعد الظهر‬ .‫ �شاهدوا �سوي�سرا و الذي جعلته م�شهورا ق�صيدة كتبها اللورد بايرون‬.‫�أق�ضوا ظهرية م�شاهدين �أماكن جنيف ال�سياحية يف �سوي�سرا‬ ‫البحرية الهادئة و احلدائق املمتدة و العديد من امل�ؤ�س�سات الدولية مبا‬

Travel to the summit of Mt Rigi and enjoy the view of the snow covered Alpine region. Explore the winter wonderland around you and enjoy the hot chocolate or warm punch served at the local eateries when you travel to Mt Rigi and Lucerne.

Mt Pilatus, the Mystic Mountain

Open your eyes to the amazing views of the Swiss Alps. Board a cable car at Kriens and enjoy a ride up to the top of Mt Pilatus. See panoramic views of the snow-covered Swiss Alps along the way as winter covers the mountains in Switzerland with a blanket of snow.

Mount Titlis - Eternal Snow and Glaciers

Ascend a towering mountain on a revolving cable car that takes you to a height of 10,000 feet. Board the cable car at Engelberg and travel over glaciers, icy heights and snowcovered landscape. Enjoy the breathtaking views on your journey to the summit of Mt Titlis.

Interlaken - Grindenwald in the Bernese Oberland

Travel to the Swiss Alps and enjoy the spectacular scenery of Switzerland’s natural tourist attractions. Enjoy the crisp mountain air when you tour the holiday resort of Grindenwald.

Visit the Glacier Village - a popular tourist attraction in Switzerland.

Interlaken - Eiger - Jungfrau Glacier Panorama View Travel up to the Kleine Scheidegg, which is 6762 m high. This

16

17

‫ماونت بيالتو�س‪ ،‬اجلبل الغام�ض‬

‫ماونت ريغي – ملكة جبال �سوي�سرا و لو�سرن‬

‫�إفتحوا عيونكم لر�ؤية مناظر مذهلة جبال �ألب ال�سوي�سرية‪� .‬إركبوا عربة �سافروا �إىل قمة جبل ريغي و متتعوا مبنظر منطقة جبال �ألب املغطاة‬ ‫كبلية يف كرين�س و متتعوا برحلة �إىل قمة ماونت بيالتو�س‪ .‬متتعوا مبناظر بالثلوج‪� .‬إكت�شفوا �أر�ض ال�شتاء العجيبة حولكم‪ .‬و متتعوا بتناول‬ ‫بانورامية جبال �ألب ال�سوي�سرية املغطاة بالثلوج على طول الطريق‪� .‬إذ �أن ال�شوكوالتة ال�ساخنة �أو البن�ش الدافئ تقدمهما املطاعم املحلية ‪ ،‬لدى‬ ‫زيارتكم �إىل ماونت ريغي و لو�سرن‪.‬‬ ‫ال�شتاء يغطي جبال �سوي�سرا ببطانية من الثلوج‪.‬‬

‫ماونت تيتلي�س – ثلوج و جليد �أبدية‬

‫ت�سلقوا جبال �شاهقا م�ستخدمني عربة كبلية دوارة ت�أخذكم �إىل �إرتفاع‬ ‫‪ 10,000‬قدم‪� .‬إركبوا عربة كبلية يف �إجنل برغ و �سافروا من على اجلليد و‬ ‫مرتفعات ثلجية و مناظر طبيعية مغطاة بالثلوج‪ .‬متتعوا مبناظر مذهلة‬ ‫�أثناء رحلتكم �إىل قمة ماونت تيتلي�س‪.‬‬

‫�إنرتالكن‪ -‬غريندن فالد يف بريني�س �أوبرالند‬

‫�سافروا �إىل جبال �ألب ال�سوي�سرية و متتعوا مبناظر مذهلة �أماكن‬ ‫ال�سياحة الطبيعية يف �سوي�سرا‪ .‬متتعوا ب�أرياح جبلية منع�شة لدى زيارتكم‬ ‫�إىل منتجع غريندن فالد لق�ضاء عطالتكم‪ .‬زوروا كذلك قرية ثلجية –‬ ‫مكان �سياحي �شهري يف �سوي�سرا‪.‬‬

‫رحلة هايدي الند‬

‫�إذا كنتم قد قر�أمت كتابا كال�سيكيا للأطفال �ألفته جوانا �سبايري حول‬ ‫هايدي و �شعرمت بزيارة ال�سهول اجلميلة جلبال �ألب ال�سوي�سرية ال�شاهقة‬ ‫و منحدراتها التي قامت هي بذكرها‪ ،‬ف�إن ذلك ب�إمكانكم‪� .‬إن رحلة هايدي‬ ‫الند ت�أخذكم �إىل منطقة عا�شت بها هايدي‪ ،‬و�سط �أرا�ضي جبال �ألب‬ ‫اخل�ضراء و اجلميلة و منحدرات التالل املغطاة بالثلوج و �شالالت‪ .‬زوروا‬ ‫�أي�ضا فادوز عا�صمة لي�شتني �إ�ستني و متتعوا مب�شاهدة منظر بحريات‬ ‫�سوي�سرا املذهل لدى عودتكم �إىل زيوريخ خالل رحلة هايدي الند‪.‬‬

‫رحلة لو�سرن‬

‫�إكت�شفوا مدينة لو�سرن‪ .‬و جتولوا يف �شوارعها‪ .‬و زوروا متاحفها‪ .‬و �شاهدوا‬ ‫مبانيها الرتاثية و حدائقها و �أ�سواقها و مراكز ت�سوقها‪ .‬و �شاهدوا مناظر‬ ‫مناظر �إنرتالكن‪� -‬إيغر‪ -‬جليد جونغ فراو البانورامية‬ ‫�سافروا �إىل كالين �شيدينغ على �إرتفاع ‪ 6762‬مرت‪ .‬و ت�شتهر هذه املنطقة لو�سرن الفاتنة خالل رحلتكم �إىل هذه املدينة ال�سياحية يف �سوي�سرا‪.‬‬ ‫الواقعة يف جبال بريني�س ال�شاهقة ب�سباق التزلج على اجلليد‪ .‬و يعقد‬ ‫�سنويا بعنوان ك�أ�س الوبري هورن العاملية‪ .‬متتعوا بت�شكيلة من الريا�ضة خربة عن عربة الرتويل يف زيوريخ‬ ‫ال�شتوية مبا فيها الإنزالق �إىل منحدر �إيغر و بركوب مزجلة جترها كالب �إكت�شفوا �أماكن ال�سياحة يف زيوريخ راكبني عربة الرتويل يف مدينة‬ ‫زيوريخ‪ .‬و �سيقدم لكم التعليق ال�سمعي املرفق تف�صيالت عن مناظر‬ ‫الإ�سكيمو يف منظر من مناظر بانورامية جبال �ألب ال�سوي�سرية‪.‬‬ ‫املدينة يف ‪ 8‬لغات‪� .‬شاهدوا‪ -‬عن بعد‪ -‬املتاحف و الكنائ�س و املحالت و‬ ‫البنوك و املناطق التجارية و البحرية اجلميلة و جبال �ألب ال�شاهقة‬ ‫حديقة �إنرتالكن الغام�ضة‬ ‫متتعوا برحلة اىل احلديقة الغام�ضة يف �إنرتالكن حيث يتم عر�ض �أ�سرار خالل رحلتكم بوا�سطة عربة الرتويل مبدينة زيوريخ‪.‬‬ ‫العامل غري املحلولة و ظواهر الطبيعة املذهلة ‪ ،‬حقيقيا ‪ ،‬يف معار�ض‬ ‫و�سائل الأعالم املتعددة‪� .‬إ�ستعدوا لتذهلوا من قبل �أعاجيب احلديقة �إجنل برغ – قرية اجلبل ال�ضخم‬ ‫�سافروا �إىل جبل �إجنل – �إجنل برغ يف �سوي�سرا‪� .‬إنده�شوا من منظر و‬ ‫الغام�ضة يف �إنرتالكن ب�سوي�سرا‪.‬‬ ‫�صوت �أكرب �آلة مو�سيقية يف �سوي�سرا و ذلك يف الدير الواقع يف هذه القرية‬ ‫زيوريخ و بيئتها اجلميلة‬ ‫زوروا برفقة دليل مباين زيوريخ الرتاثية و مراكز ت�سوقها‪ .‬متتعوا ال�صغرية اجلبلية الفاتنة ‪ ،‬خالل رحلتكم �إىل �إجنل برغ‪.‬‬ ‫بركوب عربة كبلية �إىل فيل�سينيغ على �إرتفاع ‪ 800‬مرت‪ .‬و �شاهدوا �شبابيك‬ ‫زجاجية مبقعة �صممها مارك �شاغال‪ .‬و �شاهدوا �أماكن ال�سياحة الطبيعية ماونت بيالتو�س‪ ،‬اجلبل الغام�ض و زيارة �إيل لو�سرن‬ ‫�شاهدوا �أماكن لو�سرن ال�سياحية يف �سوي�سرا‪ .‬ثم �إركبوا عربة كبلية يف‬ ‫و الإ�صطناعية يف زيوريخ‪.‬‬ ‫رحلة �إىل قمة ماونت بيالتو�س‪ .‬و يف طريقكم �إليها‪ ،‬ميكنكم م�شاهدة‬ ‫مناظر مذهلة جبال �ألب ال�سوي�سرية املغطاة بالثلوج‪ .‬زوروا كذلك متحف‬ ‫املرور ال�سوي�سري‪.‬‬

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‫‪through Zurich city. The accompanying audio commentary‬‬ ‫‪will explain the sights of the city in 8 languages. See the‬‬ ‫‪museums, churches, the shops, banks and business areas, the‬‬ ‫‪lovely lake and the Alps in the distance on you tour of trolley‬‬ ‫‪tour of Zurich.‬‬

‫‪Engelberg - The Great Mountain Village‬‬

‫‪Travel to Angel Mountain - Engelberg in Switzerland. Be amazed‬‬ ‫‪by the sight and sound of the largest organ in Switzerland, at‬‬ ‫‪the monastery in this picturesque mountain hamlet, while on‬‬ ‫‪your tour of Engelberg.‬‬

‫‪Heidiland Tour‬‬

‫‪If you’ve read Joanna Spyri’s children’s classic Heidi and felt‬‬ ‫‪like visiting the beautiful Alpine valleys and slopes described‬‬ ‫‪by her, then you can. The Heidiland tour takes you to the‬‬ ‫‪region where Heidi lived, amidst beautiful Alpine meadows,‬‬ ‫‪hill slopes glaciers, and waterfalls. Also visit Vaduz, the capital‬‬ ‫‪of Leichtenstein and see a spectacular view of the lakes of‬‬ ‫‪Switzerland as you return to Zurich on the Heidiland Tour.‬‬

‫‪Lucerne Tour‬‬

‫‪Explore the city of Lucerne, ramble through its streets,‬‬ ‫‪wander through its museums, see its heritage buildings,‬‬ ‫‪parks and gardens, markets and shopping arcades. See the Mt Pilatus, the Mystic Mountain and visit to‬‬ ‫‪picturesque sights of Lucerne on your tour of this tourist city Lucerne‬‬ ‫‪See the tourist attractions of Lucerne, Switzerland and then‬‬ ‫‪in Switzerland.‬‬ ‫‪board a cable car for a trip to the top of Mt Pilatus. On the‬‬ ‫‪way you can see spectacular views of the snow-covered Swiss‬‬ ‫‪The Zurich Trolley Experience‬‬ ‫‪Explore the tourist attractions of Zurich while riding in a trolley Alpine landscape. Also visit the Swiss Traffic Museum.‬‬

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s l i a R n o y t u e a c n e i r Be e p x ay E w l i a R e t a The Ultim

Switzerland is known for the efficiency of its railway lines and for the scenic routes along which its trains operate. Apart from high-speed trains, Switzerland has a number of mountain railways including quaint cogwheel trains and funicular trains that are popular with tourists.

Visitors come from around the world and enjoy the train rides through scenic mountain views provided by the Glacier Express and Bernina Express on tours of Switzerland. The Swiss Pass is a convenient ticket, which allows you to travel on trains across Switzerland. Train tickets can be bought at all large railway stations.

You can experience the fun and excitement of Switzerland train travel with Switzerland Flexi Tours.

press

Glacier Ex

Glacier Express

Seven and half hours and 1,000 highlights. Want to see the Matternhorn from St Moritz or Davos? The Glacier Express makes it happen! The Top Train of the World with its comfortable panoramic carriages travels from St Moritz or Davos through the remarkable high Alpine scenery in Valais to Zermatt at the foot of the world-famous Matternhorn. A truly superlative railway experience: on the 71/2 hour journey you will cross no less than 91 bridges and pass through 291 tunnels. From St Moritz the train travels first through the wild Albula Valley, past the fortresses and castles of the Domleschg, and then all the way to the Rhine River.

A very special highlight is the ride through the stupendous Rhine Gorge - the Swiss Grand Canyon - and finally over the Oberalp Pass at 2,033 m. This is where the train leaves the Graub端nden and a little later goes through the main Furka tunnel into Valais, where it follows the Rhone River to Brig.

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chocolates at factory prices. Return to Montreux on the Swiss chocolate train, with happy memories of your chocolate-filled expedition. Other famous train rides along scenic routes in Switzerland are the Bernina-Express/Heidi-Express, GoldenPass Line and the William Tell Express. You can enjoy tours on these scenic train routes with Switzerland.

Switzerland’s Intercity trains

Fast and efficient intercity trains connect most cities in Switzerland including Zurich and Lausanne, Zurich and Biel/Bienne and Bern and Biel/Bienne. There are also connecting trains to the airports at Zurich and Geneva. Trains also operate late into the night to enable tourists to get back to their hotels after an evening out in town.

Funiculars, Aerial Cable Cars, and Cogwheel Railroads

Some of the special train tours can enjoy while on traveling on tours of Switzerland, are: Now, the mountain stage of the journey begins, as the Glacier Express climbs from Brig to Zermatt, gaining about 1,000 meters in altitude. And now one can see it in all splendour: the Matternhorn or the mountain as the locals call this imposing landmark.

A few points you must know about the Glacier Express: • The slowest express train in the world.

• The dining car with freshly cooked meals on board.

• Connecting the world-famous resorts, St Moritz/Davos and Zermatt.

• Passes through the Swiss Grand Canyon.

• Passes through the source of Rhine.

Bernina Express

A unique trip in time - with a view! The Bernina Express is not just the only Swiss railway connection which transverses the Alps from north to south, but it is also a unique holiday experience full of wonderful highlights. This amazing route, which has been nominated for the UNESCO World Heritage, dazzles you with its bold viaducts, fascinating tunnels in romantic valleys, glaciers and cliffs almost close enough to touch, as well as palm trees and the feel of Italy.

You can experience all of this on the 2 – 4 hour journey, whilst at the same time making a quick trip through the seasons.

The experience begins in Chur, Davos or St Moritz, where the spring sun still smiles. After Pontresina the train climbs upwards- sometimes at a 70° angle! – through the Alpine mountain world, near imposing glaciers, up to winter on the Bernina Pass at 2,253 m and quite close to snowy peaks. From here

22

the Panorama carriages travel along the Grüm Alp, through the picturesque Poschiavo Valley and finally out into the sun and the summer of southern Tirano. Those who want to go even farther south can continue by bus through Veltlin to Lake Como and all the way to Lugano with its Mediterranean style. This trip can be taken from the south to north as well.

A few points you must know about the Bernina Express: • The only railway crossing over the Alps from north to south.

• The highest and steepest Alpine crossing.

• Crossing the Bernina Pass, 2,253 m high.

• The most modern, air-conditioned panorama carriages.

• Piz Lunghin, the watershed between the Mediterranean and the Black Sea. • Possible itineraries: St Moritz-Tirano/ Davos –Tirano/ ChurTirano.

Funicular Railways:

Funicular railways consist of a combination of railway line and a pulley system that lifts the coaches. Two coaches of equal

r Express

Glacie Lunch at

Swiss Chocolate Train

The Swiss Chocolate Train combines the pleasure of a train ride with the delight of Switzerland’s delicious chocolates.

The Swiss Chocolate train is a part of the Montreux-OberlandBernois Railway. It sets out from Montreux from June to October and takes visitors to the Cailler-Nestlé chocolate factory.

The Swiss Chocolate train travels past beautiful countryside with rolling vineyards and stops near the Gruyeres cheese factory. Passengers can tour the castle and cheese making center and purchase authentic Gruyere cheese.

The train then proceeds to Broc where the Cailler-Nestlé chocolate factory is located. Enjoy a tour of the chocolate factory, taste the delicious chocolate as it is made and shop for

xpress Bernina E

ior

r Train Inte

weight are connected by a pulley system. As one car moves up a hill slope its counterweight - the second car - moves down.

The cars pass each other along the way and after they reach the end of the track their direction of movement is reversed.

Funicular railways are used on slopes and mountains where normal railway lines cannot be placed because of the steep gradient.

Cable Cars These aerial conveyances consist of two coaches or gondolas suspended from a cable. The two cars act as counterweights, with each balancing the other as they move along the cable.

Cable cars are used where a railway line cannot be placed on the surface of the ground, such as to carry people up a mountain from its base to the summit.

Cog wheel Railway Also called rack-and-pinion, or rack railway a cog wheel railway is like a normal railway train with the addition of horizontal gears on the coaches. These horizontal gears, which consist of toothed gear wheels, provide additional traction on extremely steep slopes.

N R E B

SIGHTSEEING Bern has everything that you would expect from a capital city. Its unique townscape, designated as a World Heritage Site by UNESCO in 1983, reflects the cosmopolitan charm of this city. Here, examples of medieval architecture like the Münster (Minster), the “Zytglogge” (Clock Tower), the arcades and the town hall stand alongside world-renowned architecture and design.

First and foremost, monuments such as the Zentrum Paul Klee, opened in summer 2005, and the multicultural Stade De Suisse Wankdorf national stadium. Bern is not only a World Heritage Site, its also cosmopolitan in embracing the new. In this sense , Bern truly does forge links between old-world charm and contemporary flair. Discover Bern, on foot during a stroll around the old town or whilst on an official guided city tour. You will uncover an urban jewel that is large enough to show you magnificence and splendor.

e r e H e t a n i g as Ori

Ide

The capital of Switzerland is Bern City, also the capital of the canton Bern. Bern lies at the heart of Switzerland and in the center of Europe. The capital city is convenient to reach by car, and by air via Bern-Belp airport, with bus connections provided into the city center. Those preferring to travel by train will benefit from and an extensive train network that guarantees direct connections to important European and national cities.

Thanks to its central location, Bern is also ideal for excursions and day trips to all parts of Switzerland. zerland

Swit r in Bern, e w o T k c e Clo

Th

Sights you must see Botanic Gardens Two tropical glass houses, 6,000 plant species, 24,000 m2 of garden rounds and 212 years of history are all part and parcel of the Botanic gardens of the University of Bern.

Elfenau

The former state of the Russian grand duchess Anna Feodorowna is now used as municipal garden and is one of Bern’s most beautiful green areas.

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French church

Bern’s largest zoological garden.

A former Dominican monastery and the city’s oldest Historical Museum of Bern church.

Experience Bern in time-lapse photography: from lake dwellers and old Romans to the genius of Albert Einstein.

Gurten Whether barbecuing, hiking or playing sport: children can expend excess energy and adults can relax on Bern’s very Alpine Museum The quad-lingual voyage of discovery through the history own mountain. and present day of the Swiss Alps fascinate young and old.

Kornhaus

This jewel from the late baroque period is a combined Museum of Communication exhibition space, library, restaurant, café, bar and “place Visitors to the museum can explore the facets of human communication, communication technologies and the to be”. history of communication in entertaining ways.

Käfigturm

One of the famous landmarks of present day in Bern that used to be a prison once.

Rose Garden

CULTURE AND EVENTS

A touch of international glamour always ripples through One of the most breathtaking vantage points is also a the Swiss Capital when the largest festivals are staged once a year. Because world-famous stars all congregate here for a meeting place for flora lovers. get-together during the Gurten Festival or Jazz Festival. The result is free-flowing sounds of rock and jazz, with dancing Dählhölzli Whether in the vivarium, in the children’s zoological garden into the early hours. Bern can in fact be considered the custodian of culture. The Stadttheatre (Municipal theatre), or in the enclosures along the banks of the river for example, frequently stages international productions with famous names taking the leading roles. And the new Aare Zentrum Paul Klee, designed by star architect Renzo Piano, 220 different species of animals await to be discovered in

Nati

ern

ude , in B

of Geba onal Bank

has already unleashed cultural waves with an architectural trendy gourmet restaurant: he or she who seeks, shall design and an art collection certain to create a stir far find- right up to the finest Gault-Millau award-winning beyond the country’s borders. menu. But as heterogeneous as today’s winning and dining scene might be, all restaurants share one thing in common: Events not to be missed traditional Bernese hospitality.

Bern Dance Days

EXCURSIONS

This event for the senses is must for followers of the international dance scene.

A tremendous thing in Bern’s favour is its central location at the heart of Switzerland. The majority of attractions and Bern Carnival excursions destinations can be reached in half-day and Over 60 “Guggen” (cliques) ensembles and carnival day excursions. Be it the Alps, the Bernese Oberland, the musicians and around 100,000 onlookers ensure a festive Emmental, Montreux, Lucerne, Zermatt, the Lake Geneva mood, which continues into the early hours. region or the Matterhorn region. Whether guided or do it yourself: anyone embarking on a voyage of discovery from Busker’s Street Music Festival Bern will end up surrounded by lakes, hills and mountains A 3-day cultural experience for the young and young at and experience a wealth of impressions, the diversity heart. and uniqueness of which are practically only possible in Switzerland.

Bern Grand Prix

A sporting highlight that many runners describe as “the most beautiful 10 miles in the world”.

Christmas Market The finest handicrafts. Radiating a yuletide atmosphere directly in front of the Cathedral Münster (Minster).

SHOPPING

WORTH KNOWING Did you know that the world-renowned Toblerone and Ovomaltine originated from Bern? This and much more remains to be told about the enchanting city of Bern. Here are some facts worth knowing, that Bern: • contains the district of Bethlehem, which receives

Be it fashionable boutiques, elegant jeweler’s shops or simple second-hand stores, be it large or small department stores: chic ladies as well as regular family fathers will find items exactly to their taste between railway station and the Bear Pits. And after all that exhausting shopping, it’s wonderful to enjoy a refreshment in a convivial café or a fine cake shop. It’s the way to really enjoy shopping. And if the heavens also decide to open, even more so: because then, the city’s 4 miles of weather-protected arcades offer a shopping experience par excellence - until 9:00 pm every Thursday.

Tip: visit the colourful vegetable, flower and meat markets every Tuesday and Saturday on Bundesplatz (Square of Parliament) and Münsterplatz (Minster).

GASTRONOMY There is hardly any other city in Switzerland as multicultural as Bern when it comes to cuisine. Be it Japanese, Indian, Chinese, Turkish, Mongolian, Russian, French, Italian or traditional Swiss. Whether in a cozy vaulted cellar or a

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thousands of letters to the Christmas child.

• was where Giacomo Casanova once lived.

• is home to National Equestrian Center.

• is where the world’s largest public stamp collection can be viewed.

• has the National Curling Center with 8 rinks - a leading center of its kind in Europe.

• is home to the most important Millefleur carpet (15th c.) by “Karl dem Kühnen” (Carl the Bold) • was where Emil Theodore Kocher , the Nobel Prize Laureate in medicine, once worked.

• gave rise to turning point in history of mankind in 1905 . It was here that Albert Einstein formulated his special Theory of Relativity and revolutionized the prevailing conception

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of space and time. More about the life and work of Einstein can be uncovered in the “Einstein House”, which was home to this genius from 1903 to 1905.

• has the new Swiss national stadium which is multifaceted in the facilities it offers: it is a soccer stadium, shopping center, event arena complete with the enormous viewing platform SOLIEL, and the world’s largest solar power plant to be integrated into a stadium – all in one.

Your Tourist Center at the railway station or at the Bear Pits will be pleased to help you planning in your voyage of discovery and will do everything possible to make your stay in Bern an unforgettable experience.

s t o o h S s s i w S s Thi t h g i a r t S ional,

iss nat w S a , r e l ifi & eh s a u D o Y s a l A m o n Husai k, traveler Dr Th a s a E f o is the CEOAn avid reader, coo s a polyglot Sons Co. sman, Dr Daehler i and sport an too! and penm Iqbal d i h a j u M by Interview

Q: What does a typical working day entail?

A: A typical workday entails checking emails, studying documents (contracts, offers, concepts, exports), planning session with assistants, meetings with GM/dept heads, development and conception work, project reviews (Customer Response Center, SAP, logistics/store/showrooms, new products) and contacts/discussion with staff, customers, suppliers.

In the evening, it’s time for reading newspapers.

Q: What occupies your time outside work?

A: I’m a bachelor and I love cooking, music, reading, sports, walking, learning more about Kuwait, visiting diwaniyas and writing.

Q: What was your dream job as a child?

A: A carpenter who worked in my grandfather’s house fascinated me, and I aspired to be a carpenter when I grow up. Being a captain also held my fancy.

But when I finally started my studies, I decided management would be my career.

30

Q: What would you be if you were not in your current position?

A: An independent consultant with my own company, investing and managing in start-up companies and emerging markets like Vietnam, Ukraine, Kazakhstan and India.

Q: What’s the worst decision you’ve ever made?

A: I invested in a company where I did not believe in the people but in the product. I ended up burning my fingers.

Q: Where and what did you study?

A: I have a PhD in Economics from HSG, one of the most famous business schools in Europe.

Q: What advice would you give to someone aspiring to your position?

A- Trustworthiness, flexibility, hard work, loving people, responsibility and continuous learning.

Q: What can’t you live without?

A: Books, music and sports Q: Favorite colour?

A: Blue Q: Favorite music?

A: Opera Q: Favorite food to order?

A: All Japanese food, but no eel!

Q: Which books do you prefer?

A: Now books about Kuwait and its history, Islam, Arabic history, history in general and business writings.

Q: How would you describe the beautiful country that you call Switzerland?

A- Switzerland is a small, multicultural and multilingual country with wonderful sceneries. People are openminded and hardworking, conservative yet liberal.

Switzerland has the highest number of Nobel Prize winners and highest number of patents (compared to the population). It is the oldest democracy in the world. It has no natural resources, and no access to the sea. It was poor until about 150 years ago. Politics is not spectacular. Foreigners make up 20 percent of the population.

Q: What rapid and significant changes did you witness in Kuwait since your posting?

A- I am here since less than 5 months, but have seen a change in prices, weather changes and politics.

Q: Could you please give us a brief history of your career?

A- I began working with Bank Rothschild to cover

my studies. During my studies, I joined IBM for an internship programme and stayed for 17 years. After that I became Managing Director of the largest PC dealer and service company in Switzerland. I then made a turnaround in the family-owned Panasonic agent in Switzerland. Later I restructured the largest electronics dealer in Switzerland with more than 500 outlets. Finally I founded my own company.

Q: What are the most popular Swiss exports to Kuwait?

A: Swiss exports include products such as chocolate, watches, pharmaceuticals, jewellery, industries, banking, services, consultants, patents, fashion, laces, etc. I am a Swiss export too!

Q: How do you rate Easa Husain Al-Yousifi & Sons Co’s market standing, economic standards and competitiveness?

A- Easa Husain Al-Yousifi has a very good reputation, as Panasonic has the world’s largest share of the market. But there is room for improvement.

Q: Does Easa Husain Al-Yousifi have any projects or investments in Iraq?

A: We are delivering products to Iraq for some years now. Recently we founded a company in Basra too. Our international activities are of strategic importance.

Q: Could you please give us some details of Easa Husain Al-Yousifi’s mega projects?

A: Four retail showrooms are upcoming in Ardiya Jahra, Farwaniya and Shuwaikh. We are also finalizing the Panasonic Tower with a showroom in the heart of Kuwait City. We will also introduce a 103-inch plasma TV and many new services and solutions.

Q: What is your experience and observation of Kuwait and Kuwaitis?

A: I personally like Kuwait and Kuwaitis and all other nationalities and cultures too. This is a real asset 31

1st 2007. And a CEO is normally responsible for all aspects of the organistion. I aim to hire the right staff, develop/restructure companies, set the right strategy, implement this through internal and marketing actions, deliver the best service, increase sales, develop and implement right policies, procedures and tools. Also to expand. Seeing that Easa Husain Al-Yousifi is a huge and not always transparent organisation, I am still supported by the owners to phase in smoothly. On the other hand we have an excellent management team that knows and masters its duties well and acts in the best interest of the company. Additionally we will hire some new management professionals to support our future plans.

and could be used in the interest of the country even more. I was warmly welcomed and supported in Kuwait and some people opened their doors to forge more personal contacts. Kuwait is governed by its traditions. Its development and situation are too oil-oriented and too short-term minded. I wish to see more young people making the best use of the Easa Husain Al-Yousifi internship and not to treat this as additional free time off. I was brought up in a very serious and committed social and working environment where rules are highly respected.

Q: Does Easa Husain Al-Yousifi sponsor any sports and cultural activities in Kuwait?

A: Easa Husain Al-Yousifi sponsors several sports events, especially the annual jet-ski competition. It is also a great supporter of university seminars, school activities, educational activities and philharmonic concerts.

Q: What do you consider Easa Husain Al Yousifi & Sons Co’s major achievements so far?

Q: How long you have been associated with Easa Husain Al Yousifi & Sons Co, in what capacity and what are your responsibilities?

A- Developing the company from scratch without the backing of big money. Making and keeping this high reputation as a trustworthy and customer-oriented company, as an excellent and fair employer and as an agent for our supplier that is transparent, fair and active with new ideas, projects and activities in mutual interest.

A: I have been the CEO of Al Yousifi since October

keting, M

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bal, Dir Mujahid Iq

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dv. with ediums A

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Dr. Thom

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in AL You

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Chaar Le Joaillier, Since 1914.

“La Nouvelle Joaillerie” means perfection at every step.

“Chaar Le Joaillier “ designers, goldsmith, and stone setters worked on it, with the same passion that makes you fall in love.

Meeting the highest demands, from the development of the idea, to the finished product: A unique valuable masterpiece sparkling with gemstones…

Ideally accompanied by a matching jewel, as the creator and “Chaar Le Joaillier” . Knows the most beautiful pieces that has ever created are symbolic of fewenity, and feminine elegance. The most important diamonds, rubies, sapphires, emerald and its fascination from which their inspiration springs.

You see music in their lyrical flowing designs. And their love for the arts of jewelry “ Chaar Le Joaillier” creates La Nouvelle Joaillerie modern.

In order to satisfy the special requirements of individual customers, different point of sales are spread in the world : Abu Dhabi, Dubai, Sharjah, Al-Riyadh, Jeddah, Kuwait, Indonesia, Abidjan, Paris, Geneve, Japan, New York, Bangkok and Hong Kong.

Attending all international exhibitions in Hong Kong, Dubai, Sharjah, Abu Dhabi, Indonesia, Bangkok, New York, Las Vegas, and of course in Lebanon.

Chaar built up his international territory, and reputation.

That’s makes of “Chaar Le Joaillier” a leader of international sophisticated jewelry makers.

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g n i k n a B s s i w enient

SWorld’s most convanking b y h t r o & trustw

Swiss banks have earned a reputation around the world for providing sophisticated and discreet banking services. There are about 400 banks in Switzerland, ranging from the “Two Big Banks” down to small banks serving the needs of a single community or a few special clients.

The Two Big Banks, namely Credit Suisse and UBS, have extensive branch networks both throughout Switzerland and in many international centers. Banks are licensed by the Swiss Federal Government through its Banking Commission, and may operate throughout the country. A number of them also have offices or other representation in foreign countries.

Among the approximately 400 licensed banks in Switzerland are the Swiss branches of banks which have their headquarters elsewhere.

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Wonderful Services offered by Swiss Banks Some banks specialize in only a few banking services, whereas others provide a wide range. As in most of continental Europe, individuals usually buy and sell stocks and bonds through their banks. The Swiss banks have a long reputation for managing investment portfolios for their clients, and providing other services such as estate planning, wealth management, trust companies, etc., for individual customers.

Private Banks Private banks are those, which are not incorporated, and hence the entirety of their partners’ assets are available to meet the liabilities of the bank. These banks have a very long tradition in Switzerland, dating

Wealth management at UBS. It’s all about being well connected. With you.

Wealth management at UBS is really about one thing: a relationship. A relationship that allows us to understand your needs, and connect the solutions that will help you meet them. That reassesses priorities as your life changes, and works proactively to keep our solutions aligned with your goals. A long-term relationship backed by the security of one of the best capitalized banks in the world, and informed by more than 140 years of experience in managing wealth. Taking a comprehensive view that goes far beyond the balance sheet or the cycles of the market. Designed to give you confidence, that your financial decisions are sound and our commitment to implement them is unwavering. It’s the relationship we call “You & Us”.

UBS AG Representative Office Bahrain Humbert-Vincent Buemi, Tel. +973-17-53 33 03

www.ubs.com

UBS is a premier global financial services firm offering wealth management, asset management and investment banking services to individual, corporate and institutional investors. UBS is headquartered in Switzerland and operates in over 50 countries and from all major financial centers. Certain of the services offered by UBS may not be available in all jurisdictions. All banking services are provided by UBS AG, Head Offices in Switzerland. © UBS 2008. All rights reserved.

back to at least the revocation of the Edict of Nantes (1685). They are primarily associated with portfolio management for private clients. Most have become incorporated companies, so the term is rarely strictly true anymore. The term “private banking” is used more loosely to encompass all the banking services provided to clients in the area of portfolio and other wealth management services. These services are directed primarily at “high net-worth individuals”, and there are a number of private banks who refuse any account of less than $1 million (or equivalent).

Swiss Banks’ Specialty – ‘Secrecy and Confidentiality’

Numbered accounts Numbered accounts (or pseudonym accounts) are not very different from normal bank accounts.

The usual account records omit reference to the customer’s name or other identifying information, replacing it with a code number or the pseudonym.

The relationship between the code number or pseudonym and the actual customer is known only to a few senior managers and their secretaries within the bank.

It is important to emphasize that a Swiss bank has an obligation to know the true identity of both the account holder and its beneficial owner, and that there is no such thing as an anonymous account.

Because of the constant awareness and strict enforcement of bank secrecy, there is actually little need for numbered accounts, and it should be noted that they incur additional overheads for the bank (it is more difficult to validate transactions to and from such accounts). For all these reasons, the stories one reads about anonymous, numbered accounts are legends.

Banks in most countries are prohibited from divulging information about their clients, and the provisions of the Swiss law follow the same lines. Swiss law is especially strict on any breech of confidentiality, whether in banking or in other commerce. The banking act adds a special section, which makes it a criminal offense, with the possibility of an individual going to jail, for the bank or its employee or agent to improperly divulge any confidential information.

These portions of the banking law have been interpreted, both in practice and by the courts, to How can you open a Swiss bank make it a serious offense to divulge any information account? about a bank customer to a third party, including Contact the bank with which you want to do business official requests of foreign governments, except in and get their conditions for opening an account. some very special and clearly defined situations.

Small accounts are expensive to maintain, and for non-residents many banks have a hefty minimum Swiss bank secrecy is reinforced by a constant deposit requirement. Our best information at the awareness of the seriousness of the bank’s obligation moment is that some banks will open non-resident to maintain confidentiality, starting with bank savings accounts with an initial deposit of Fr. 5,000. employees having to sign the secrecy portion of Swiss laws designed to prevent money laundering the banking act as a condition of employment. Both are very strict. The Swiss bank is required to know its individuals and the banks are prosecuted if a lapse client sufficiently well to ensure that the funds being is discovered; this keeps awareness of bank secrecy placed on deposit are unlikely to be coming from high and lapses rare. While this culture of absolute illegal activities. discretion is integral to the Swiss banks, the branch offices outside of Switzerland must operate according Only Swiss attorneys may open an account on behalf to the law of the particular jurisdiction, which may of another person; no other third-party accounts are not provide so much protection. allowed, and Swiss attorneys must follow the same 38

standards as Swiss banks. While each bank may set its own internal policies to ensure compliance with the money-laundering legislation, most banks will require a personal interview before opening an account.

This is the standard policy, and we therefore advise caution before becoming involved in any other sort of relationship with a Swiss bank.

UBS UBS is one of the world’s leading financial firms. UBS is • the leading global wealth manager • a top tier investment banking and securities firm • one of the largest global asset managers • the market leader in Swiss retail and commercial banking.

With headquarters in Zurich and Basel, Switzerland, UBS operates in over 50 countries and from all major international centers. UBS employs more than 80,000 people.

Credit Suisse Credit Suisse Group is a world-leading financial services company, advising clients in all aspects of finance, around the world, around the clock. Because they specialize in gaining a deep understanding of their clients’ financial needs, they know that no one’s needs are two-dimensional. The vision of Credit Suisse is to become the world’s premier bank, renowned for its expertise in investment banking, private banking and asset management, and most valued for its advice, innovation and execution. The Credit Suisse brand represents the company, differentiates it in the market and explains what they stand for. It focuses on Swiss tradition to innovate. Credit Suisse focuses on strengthening its position globally and seizing opportunities in order to generate sustained and profitable growth. Their integrated structure is the foundation from which they serve their clients and respond to the challenges the industry will face in the future.

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Kuwait Calling!

Swiss national Uwe Hilmert, Marketing & Sales Director at Hilti Kuwait, speaks about his decision to move to Kuwait My decision in June of 2005 to accept a challenging new job with Hilti in Kuwait was an easy one to make. When my wife Astrid and I made a short visit to Kuwait in April 2005, we knew then Kuwait would be a good place to live.

Uwe Hilmert

Marketing & Sales Director

Hilti Kuwait

Having lived here almost three years, our first impression has been confirmed. It took a little time to build social contacts and make friends, but in this respect Kuwait is similar to my home country. We Swiss have the reputation of not being very approachable at first, but after some time gaining our trust, we prove to be dependable and trustworthy.

I’m often asked by people, particularly my Kuwaiti friends, “you come from such a beautiful, clean country with fresh air and four distinct seasons, so why are you so interested in Kuwait?” The answer is quite simple – the people – the country – and the possibility of being part of a dynamic, growing economy. And even though it is growing rapidly, the economy has greater potential. Last but not least, hope for the people of Kuwait that with the increasing prosperity of the country in the next few years, there will be more focus on the people and their development.

My wife and I have decided to stay longer in Kuwait as we are convinced that the business and political trends will make Kuwait a leader in the region.

In any case, we are happy to be a part of it.

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What exactly is Swiss chocolate?

s e t a l o c o s Ch ous

i s c i i l e w D S th, Creamy and Smoo

”Swiss chocolate” is a completely conched chocolate or chocolate mixture made of cocoa beans, cocoa mixture, cocoa butter, sugar and in some cases milk, manufactured entirely in Switzerland. Otherwise the use of the “Swiss chocolate” label at home and abroad has to comply with the “clarity principle”.

This presupposes that any partial processing outside of Switzerland (e.g. shaping or packaging of the product) is explicitly stated on the package.

Owing to the excellent reputation of genuine Swiss chocolate, it comes as no surprise that it is constantly brazenly copied outside of Switzerland. CHOCOSUISSE has resolutely fought against the unlawful use of the “Swiss chocolate” label throughout the world for many years now and has been successful in the process.

How free is the Swiss chocolate industry with regard to manufacturing?

Everyone has heard of delicious Swiss chocolates. These tasty morsels that melt in the mouth are made with milk and cream from Swiss cows that feed on the green meadows of the Swiss countryside. Every tourist in Switzerland is sure to return with boxes of Swiss chocolates for their friends and loved ones back home. Milk chocolate is a Swiss invention that has won the hearts of food lovers worldwide, including the Swiss people who have among the world’s highest rates of chocolate consumption.

Swiss chocolate is internationally recognized for its excellent quality. The high content of superb cocoa butter, which gives chocolate its smooth, creamy, texture and the high standards of manufacturing make Swiss chocolate a sought after commodity worldwide. Chocolate is consumed all year round but there are peak seasons for chocolate including Chocolate Flowers in Spring, Chocolate Bunnies made at Easter and Chocolates Chestnuts and Mushrooms in Autumn. Winter brings Christmas and a whole bagful of Christmas goodies made of the best Swiss chocolate. Each region of Switzerland has its own specialties. In the Jura Mountains region, people who make chocolate (known as chocolatiers) make little chocolate watches while Bern specializes in chocolate bears.

The most renowned names in chocolate production are Nestle, which is the largest chocolate manufacturing company in Switzerland. Lindt & Sprüngli, more commonly known as Lindt, is a premium chocolate and confectionery company. It

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was founded in 1845 by David Sprüngli-Schwarz and his son, Rudolf Sprüngli-Ammann. Suchard is another known brand of Swiss chocolates. There are many smaller exclusive chocolate manufacturers in Switzerland, with stores across the major Swiss cities.

In Switzerland – as well as in the EU and other countries – there are strict regulations governing what is and isn’t chocolate. One section of the Swiss Foodstuffs Ordinance of 1 July 1995 contains numerous provisions pertaining to permissible labeling and the composition of products. Swiss regulations have been harmonized with those of the EU. Since 1995 chocolate in Switzerland may contain up to five percent by weight of vegetable fat other than cocoa butter.

However, the prescribed minimum cocoa content must still be maintained. Adding other vegetable fats enables the manufacture of heat-resistant chocolate, which may be significant when it comes to exports to countries with a hot climate. According to information currently available, Swiss manufacturers are not yet taking advantage of this possibility, which was introduced in adapting Swiss regulations to those of the EU.

How high is the proportion of individual chocolate varieties of the overall chocolate consumed?

The highly differentiated sales statistics of the Swiss chocolate industry distinguish between various product types (bars, chocolate confectionery like assorted chocolates, semifinished products, etc). All these product categories are comprised of dark, white and milk chocolate. Consequently, the proportion of the individual chocolate types can only be estimated.

The share of milk chocolate to total chocolate consumed in Switzerland amount to approximately 75%, with dark chocolate accounting for approximately 20% and white for 4%–5%. These proportions have been shifting in parallel to changing consumer habits, with there currently being a trend towards darker chocolate.

How much chocolate do the Swiss eat per year on average?

Approximately 90,134 tones of chocolate products (including imports but excluding cocoa and chocolate powder) was consumed in Switzerland in 2006. Based on an average population of 7.56 million means Switzerland has an average per capita consumption of 11.9 kg, in other words ranking it first among the consumer countries. However, it should be

Why is Swiss chocolate the best?

This frequently asked question fills the Swiss chocolate industry with pride although the assessment behind it is somewhat subjective. However, it is a fact that the products of the Swiss chocolate industry number among the best in the world. The high quality of Swiss chocolate is due to a number of factors.

What is decisive is the perfect quality of raw materials and state-of-the-art manufacturing methods combined with the strict quality requirements to be satisfied by the intermediate products. Not to forget the optimal processing into finished products and highly skilled personnel.

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borne in mind that this figure also includes the purchases of people vacationing in Switzerland and those who drive over the border just to buy Swiss chocolate.

Good Food, Good Life

How chocolate is made?

Chocolate production depends on the ancient craft of the confectioner and the chocolatier. Even today, industrial manufacturing still follows the basic stages of the original craft, although highly sophisticated technical apparatus has taken over the work at every stage. As well as making it possible to rationalise production, this also guarantees consistently high quality. Cocoa beans are the most important raw material for making chocolate. After detailed quality control checks, the raw cocoa is cleaned thoroughly, crushed, roasted and ground, to produce cocoa paste. Mixing this paste with sugar and additional cocoa butter gives the basic mixture for traditional plain chocolate. If powdered or condensed milk is added, the result is the basic mixture for milk chocolate.

For white chocolate, on the other hand, the brown cocoa paste is omitted. These three basic mixtures form the starting point for all types of chocolate. After mixing, the basic mixtures are ground very finely and refined by “conching”.

This produces a chocolate mixture, which is now ready to be made into solid bars, or bars filled with nuts, almonds, fruit or liqueur, filled chocolates, and many other specialties.

Now the delicious chocolates of various sizes are packed into wrappers and boxes, before finally being packed into large shipping cartons to be sent to the dealers’ intermediary stores and to be exported all over the world.

Since Henri Nestlé developed the first milk food for infants in 1867, and saved the life of a neighbor’s child, the Nestlé Company has aimed to build a business based on sound human values and principles. Today the company has strongly established its foothold in the food and beverage industry across the five continents of the world, employing 250,000 professionals with annual sales reaching US$80 billion, out of which US$1 billion is invested annually in Research and Development.

Quality Connoisseurs recognize quality when they break a piece from a bar of chocolate: the break is hard and crisp, the edges of the break are clean, and the surfaces do not crumble. The nose can also detect the quality: the smell of a fine chocolate is full and rounded, but never obtrusive. One then becomes very aware of true quality on the tongue: good chocolate melts like butter, does not stick to the roof of the mouth or feel gritty, and leaves hardly any aftertaste. Its flavour is fine, delicate, complete unique.

In line with Nestlé’s worldwide success, the company established its Middle East presence in early 1930 starting with Lebanon, which proved a catalyst for the company to introduce its brand across the region. As a result of its success, the Nestlé Middle East was founded in 1997 in Jebel Ali Free Zone, Dubai, which now serves as a regional

hub to fulfill the needs and demands of the GCC countries, the Levant, Iran and Iraq markets.

For decades, Nestlé has been the # 1 Food & Beverage Company in the Middle East region, bringing to local consumers more than 50 popular brands that include Nutrition, Milks, Confectionery, Coffee, Beverage Creamers, Culinary, Water and Breakfast Cereal categories. On any day, virtually all households in the region count a Nestlé food choice in their kitchen or select a Nestlé product for a snack. Nestlé’s popular brands are NIDO®, CERELAC®, NESCAFÉ®, MAGGI®, NESQUIK®, NESVITA®, NESTLÉ PURE LIFE®, NESTLÉ FITNESS®, NESTLÉ CORNFLAKES, KIT KAT® and QUALITY STREET®

Shelf-life Depending on the recipe, chocolate will remain at its best for up to 12 months, and plain chocolate for as long as 15 months. Chocolate should be kept at a temperature of between 10° and 18°C, protected from light and moisture.

Chocolate is good for you! Seldom do we find concentrated in such a small space in a single food such large quantities of valuable and energy-giving substances such as proteins, carbohydrates, trace elements, vitamins and minerals, all of them completely natural. A 100 g bar of milk chocolate provides around 2300 kilojoules or 550 kilocalories of usable energy. Chocolate is good and healthy. It supports the balanced diet, which should always be our aim, but it does not replace it.

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Give nature and life a chance Bio Suisse products from PNB

‫م�ؤ�س�سة الكويت و�سوي�سرا لال�سترياد والت�صدير‬ KUWAIT SUISSE IMP. EXP. EST. P O Box 64869 Shuwaikh 70459 Kuwait

Tel. 2415 952 - Fax 2415 950

Get Cheesy in

Switzerland Swiss Cheese is another of Switzerland’s culinary specialties, which tourists are sure to enjoy sampling on tours to Switzerland. Extremely popular with the Swiss people, for whom diary farming and cheese making are important traditional occupations, Swiss Cheese is more than just a food item, it is a way of life. Eaten with almost every meal, Swiss cheese is known for its distinctive taste, its characteristic appearance of a yellow slice with holes and its aromatic smell.

The holes in Swiss cheese are due to the air that escapes as the cheese is left to ferment and mature. Just like Swiss Chocolate, Swiss cheese too is a product that is exported from Switzerland to delight the palates of food lovers around the world.

usually fermented for a longer while. There are believed to be 450 different varieties of cheese in Switzerland. You can enjoy tasting the different types of Swiss cheese when you travel

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The environment-friendly products are produced under quality control by the Swiss Vitamin Institute and follows the rules and regulations of the Swiss health authorities. Bio-Suisse products are licensed from the Ministry of Health, Switzerland and registered at the Ministry of Health in Kuwait.

Health and beauty is everybody’s dream, but it is not impossible, by giving a little attention to improve our lifestyle and our daily intake of food.

Switzerland.

Health and Beauty needs:Swiss cheese is traditionally made in the Alpine region where dairy farming is a hereditary occupation. The ritual of cheese making is a ceremonial one with entire families participating in the cheese making process. Cattle are led to pastures on the Alpine slopes in summer where they feed to their hearts content. The rich creamy milk produced by these wellnourished cows is used to make cheese. These hand-made

What is popularly called Swiss Cheese is known as Emmental Cheese in Switzerland. The most popular cheeses are Emmental, Gruyere, Appenzell and Sprinz. Emmental is characterized by its yellow color, distinctive taste and air holes. It is left to ferment in circular blocks for several months.

Gruyere is another cheese with a hard consistency, which is

Bio Suisse preparations contain the maximum of bio-natural active ingredients which are produced with the greatest respect of the environment, by using bio-agri-technological and high-quality scientific materials. BioSuisse avoids the use of chemically synthesized manufacturing agents and wastes damaging to the environment.

cheeses are shaped into flat round shapes and left to mature.

The cheese develops a distinctive flavor as it ripens and delights cheese lovers with its taste, texture and aroma. Enjoy tasting the various varieties of Swiss cheese when you travel to Switzerland.

- Healthy environment - Nutritious food i.e. balanced diet.

- Avoid stress and tension by organizing your time.

- Daily half-hour exercises (walking, swimming, aerobics etc) - Food supplements like vitamins, minerals etc.

In our daily intake, our bodies need vitamins and minerals that are important for metabolism, energy, immunity etc which our body does not produce and what we take from our food does not cover the needs of the body. Because the nutrition value of the food is less nowadays due to pollution, fertilizers, fungicides, pesticides, chemical preservatives and coloring agents and hormones in beef and chicken.

Due to these factors, we are obliged to add supplements to our daily intake.

GUARANTEE Bio Suisse products are essentially fabricated with biological ingredients and are highly concentrated with natural elements, which offer the following guarantees: 1- All Bio-Suisse products are: Not pasteurized; without chemical emulsifiers; without colorants; without solvents, without mineral oil etc.

2- Swiss quality fabrication and development, a result of long-term hard work.

3- Biological quality rich with natural ingredients such as: Royal jelly, honey, pollen, beeswax, collagen, chamomile etc.

4- Rich in vitamins, amino acids, minerals and other active biological principles, without chemical conserving agents.

(Contains natural conversation agents).

5- Contains minimum water quantities.

6- Fabricated, conserved, conditioned and stocked according to state-of-the-art methods.

7- Highly controlled before and after each fabrication.

h c i r u Z e f r i l f o o f y t i l a est est qu

worth a stay, even for a day if you have a crammed to-do list.

The city has a vast amount of excursion points and recreation possibilities, as well as shops, museums, hotels, restaurants and diverse nightspots.

ZThe city with the b

Here are ten places you shouldn’t miss: 1. The Lake Zurich area

Where else in Europe, except in Lake Geneva, can you swim in pleasant water as you appreciate the view of stunning Alp tops? The Seefeld zone, near the lake, is one of Zurich’s most sought-after living areas and Strandbad Tiefenbrunnen, a well-known bathing place, is crowded during hot summer days. Don’t forget a stroll along the lake towards the center of the city to relish the sights, sounds and smells of the lake area, or enjoying the peaceful atmosphere in the Chinese Garden on Bellerivestrasse at Zurichhorn. The garden was a gift to the inhabitants from Zurich’s twin town Kunming in southwest China.

2. The Botanical Garden

The Botanical Garden of the University of Zurich is located in the Seefeld zone at Zollikerstrasse 107. The three uniquely bubble designed greenhouses show three sorts of vegetation: humid tropical, warm humid, and tropical to subtropical. The surrounding garden is huge, and a calming place to have a picnic or read a good book.

3. Zurich Zoo

Zurich lies at the end of Lake Zurich, which is 27 km long and up to 4 km wide. Zurich is situated in an open valley, which extends from the south-east to the northwest. The valley is bordered on the west by the ‘Uetliberg’ mountain (871 m) and on the east by the ‘Zurichberg’ mountain (676 m) and the ‘Käfer-berg’ mountain (578 m). Zurich has two rivers, the ‘Limmat’ which flows out of Lake Zurich and the ‘Sihl’, which flows into the Limmat below the main train station. Zurich covers an area of 91.9 sq km and has a population of 359,073 inhabitants. The city of Zurich is divided into 12 districts, called ‘Stadtkreise’.

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Quite a few people think Zurich is boring and too tidy.

Otherz appreciate its uncluttered milieu, and believes the orderliness adds to the city’s charm. The Swiss efficiency is most apparent in Zurich, noted for its safe, clean and effective public transportation system. S-bahn (local train), buses, trams and boats for the river and lake are included in the punctually network and moving from one point to another could probably not have been easier.

Traveling to other Swiss and European cities is not any problem either. Trains are scheduled regularly from Hauptbahnhof, the

main train station, located at the end of Bahnhofstrasse. The tourist city Luzerne is only forty-five minutes away, the capital Bern one hour, world class skiing in Klosters and Andermatt less than two hours, and Paris approximately six hours.

Vacationers who prefer air travel have Zurich International Airport, Switzerland’s largest and busiest airport, merely 20 minutes from Zurich with the S-bahn.

A report from Mercer Human Resource and Consulting the 3rd April 2007 confirms that Zurich once again was considered the city with the best quality of life in the world. Mercer’s annual worldwide survey placed Zurich as the winner, Geneva 2nd, and Vancouver 3rd. Although, with quality comes price, and it’s not cheap. Another Mercer survey, “The world’s 50 most expensive big cities”, put Zurich on the 9th position, right after Geneva and Copenhagen. Even though the city is expensive, that’s not a reason to travel somewhere else. Zurich is well

The Zoo about 15 minutes with the tram from the center of the city is an excellent excursion, even if you travel without kids. Explore a part of Madagascar in Masoala Rainforest, Europe’s largest indoor rainforest, protected by a great glass hall and watch the animals, trees and flowers in the warm and humid tropical ecosystem.

4. Uetliberg Take the Sihltal Zurich Uetlibergbahn (SZU) to the end station and walk up to Uetliberg (871m) and admire the view from the 30-m viewing tower at the top. Alternatively, take the S-bahn from Zurich Hauptbahnhof to Adliswil where a 300-m cable-car climbs up to the station at Falsenegg. From there you can follow the popular hiking path running along a crest overlooking Lake Zurich.

5. Bahnhofstrasse Bahnhofstrasse is one of the most exclusive shopping streets in the world, lined with elegant designer shops. The renowned

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10. The Lindt Chocolate Factory Shop

What would Switzerland be without its delicate chocolate?

Lindt’s Shop, located at Seestrasse 204 in Kilchberg, has always special offers on the most sublime chocolate. You can reach the chocolate factory shop via S-bahn, or lend a bike for free at the main train station for a pleasant tour along the lake.

Satisfaction guaranteed.

shopping avenue starts at the main train station and continues down to the lake. In the middle of the street is Paradeplatz where several Swiss banks have their headquarters, and the city’s oldest pastry shop Sprungli has its flagship store.

6. Hiltl

Hiltl has operated since 1898 and is the first vegetarian restaurant in Europe. They offer savory international and Indian food, as well as a splendid salad buffet. A reservation is recommended as it’s usually rather crowded. The address is Sihlstrasse 28, not far from Bahnhofstrasse.

7. Lindenhof square

Lindenhof square is an oasis of serenity, avid chess players’ meeting place, and offers the best view over the city. The square is situated on the small hill on the left bank of river Limmat in Lindenhof, the historic center of Zurich. Look for the neighboring, impressive St Peterskirche that has the largest clock face in Europe.

8. Niederdorf

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Typical Zurich

Experience Zurich

Discover Zurich and its unique characteristics.

Whether Luxemburgerli, Freitag Tower, the Uetliberg or Kolonialwaren Schwarzenbach – thanks to our tips, you will become a real Zurich expert.

Christmas Season

Zurich inexpensive

Allow yourself to be transported into the magical world of fantasy by Zurich’s Christmas shows. There is a broad program of concerts to be enjoyed, while various Christmas markets provide inspiring gift ideas.

Health

Medical care is among the many criteria that have made Zurich’s quality of life the best in the world. When it comes to first-class medicine, Zurich Tourism places its faith in the private hospital group, Hirslanden.

Even those on a tight budget can enjoy the city with the world’s highest quality of life to the fullest.

ZürichCARD The ZürichCARD entitles holders to free travel on the local public transport, free admission to 46 museums, complimentary welcome drinks in certain Zurich restaurants and much, much more!

Culture

Zurich is a major art gallery center, offering a choice of over 50 museums. Innovative theater productions and concerts – from classical to modern – are just some of the highlights featured on the tightly-packed calendar of events.

Shopping

From extravagant articles made in Zurich right through to international luxury labels sold at the Bahnhofstrasse stores: shopping in Zurich inspires the fashion-conscious and delights lovers of luxury.

The oldest part of Zurich attracts young people, and is a cool nightlife district with lots of bars, restaurants, and clubs. During the day, Niederdorfstrasse and the surrounding narrow alleys and courtyards have a calm medieval atmosphere. Make sure to visit the trendy fashion shops, antique bookstores and the eateries along the main street offering food from nearly every corner of the world.

Sport & Fun

9. Zurich West

There is exercise and fun to be had on the city’s ice tracks, along its river banks, in the lakeside sauna, in Europe’s largest indoor water park or in a hamam: Zurich has state-of-the-art infrastructure in a truly idyllic setting.

This former industrial area is now a hip district, overtaken by yuppies and people who are devoted to night life and in-places, or simply like the creative ambiance. X-Tra Palais at Limmatstrasse 118, on the beginning of the multicultural Langstrasse, is the only club in the city with its own restaurant, lounge, hotel, and music label. For suggestions and upcoming events in zone 5, grab a free issue of the magazine “20 Minuten” from the bar counter.

motto, “Please touch or nothing will happen!” Moreover, there are countless excursions that are ideally suited to families.

In Zurich, everyone can find a way to get – and stay – in shape: from the free rent-a-bike service, to swimming in Zurich’s rivers and lake, right through to adventure sport – the choice is yours!

Wellness

Family Zurich welcomes children whatever the time of year. Museums are increasingly designing their exhibitions according to the

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Eating & Drinking In Zurich, a total of around 2,000 restaurants pamper guests’ palates with culinary delicacies from all over the world.

Moreover, between spring and fall these are supplemented by some 480 open-air restaurants. The ways in which innovative ideas are implemented are more remarkable than ever before, ranging from the “Blinde Kuh�, the first restaurant in the world to be run by blind people, to cuisine-with-a-difference by the water, to top culinary creations by internationally renowned chefs, served in elaborate surroundings.

Whether you prefer the lifestyle restaurants of Kramer Gastronomy, trendy gourmet temples inside old factory walls or Zurich specialties in a traditional guild hall setting: Zurich has just the right ambience for you!

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WATCHES Swiss Masterpieces

‫�ســــاعــــات‬ ‫قطع �سـويـ�سريـة ممتازة‬

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Switzerland is one of the world’s largest watch manufacturers.

In terms of value, it is responsible for about half of all world production. The average price of a watch exported from Switzerland in 2006 was $410. But along with its luxury output, Switzerland is also known for the world’s best selling plastic watch: the Swatch. The watch industry exports 95 percent of its products, according to the export promotion body, OSEC.

From the roots until today’s achievements...

‫ و من حيث‬.‫�إن �سوي�سرا واحدة من �أكرب دول العامل �إنتاجا لل�ساعات‬ ‫ و قد بلغت القيمة‬.‫ ف�إنها م�س�ؤولة عن تقريبا ن�صف الإنتاج العاملي‬،‫القيمة‬ ‫ و‬.‫ دوالر �أمريكي‬410 ، ‫ م‬2006 ‫املعدلة ل�ساعة �صدرت من �سوي�سرا يف عام‬ ‫ �إال �أن �سوي�سرا معروفة �أي�ضا كواحدة‬، ‫بالرغم من رفاهيتها يف الإنتاج‬ ‫ ووفقا لهيئة‬.‫ �سووت�ش‬:‫من �أكرث دول العامل مبيعا لل�ساعات البال�ستيكية‬ ‫ من منتجات �صناعة ال�ساعات‬%95 ‫ ف�إن‬، »‫ترويج ال�صادرات « او �إ�س �إي �سي‬ ‫ال�سوي�سرية يتم ت�صديرها اىل اخلارج‬

... ‫من اجلذور اىل الإجنازات حتى يومنا هذا‬

The Swiss watch and clock industry appeared in Geneva in the middle of the 16th century. In 1541, reforms implemented by Jean Calvin and banning the wear of jewels, forced the goldsmiths and other jewellers to turn into a new, independent craft: watchmaking. By the end of the century, Genevan watches were already reputed for their high quality, and watchmakers created in 1601 the Watchmakers’ Guild of Geneva, the first to be established anywhere.

‫ظهرت �صناعة �ساعات اليد و احلائط ال�سوي�سرية بجنيف يف و�سط القرن‬ ‫ �أجرب كل من �إ�صالحات فر�ضها جني‬، ‫ م‬1541 ‫ و يف عام‬.‫ال�ساد�س ع�شر‬ ‫كالفني و حظر على لب�س املجوهرات ال�صائغني و بائعي املجوهرات على‬ ‫ و حتى نهاية‬.‫التوجه �إىل حرفة جديدة و م�ستقلة هي �صناعة ال�ساعات‬ ،‫ م‬1601 ‫ و يف عام‬.‫ ذاع �صيت ال�ساعات اجلنيفية جلودتها العالية‬،‫القرن‬ ‫�أ�س�س �صانعو ال�ساعات « نقابة �صانعي �ساعات جنيف « و هي �أول نقابة‬ .‫�أ�س�ست يف العامل‬

One century later and because Geneva was already crowded with watchmakers, many of them decided to leave the city for the receptive region of the Jura Mountains. Watchmaking in the Jura remains indebted to a young goldsmith called Daniel Jeanrichard (1665-1741), who, for the first time, introduced the division of labour in watchmaking. In 1790, Geneva was already exporting more than 60,000 watches. The mass

‫ قرر كثري منهم‬، ‫و بعد قرن و لإن جنيف كانت مكتظة ب�صانعي ال�ساعات‬ ‫ و يعود ف�ضل �صناعة‬.‫مغادرة املدينة �إىل منطقة « جبال جورا « املتفتحة‬ – 1665( ‫ال�ساعات يف « جورا « �إىل �صائغ �شاب يدعى دانيال جني ريت�شارد‬ .‫ م) الذي طرح و لأول مرة �أق�ساما من الأعمال يف �صناعة ال�ساعات‬1741 ‫ و قد بد�أ‬.‫ �ساعة‬60,000 ‫ كانت جنيف ت�صدر ما يزيد عن‬،‫ م‬1790 ‫و يف عام‬ ‫الإنتاج الكبري من ال�ساعات خالل القرن الع�شرين و ذلك بف�ضل البحوث‬ ‫و التقنيات اجلديدة التي طرحها �صانعو ال�ساعات ذوو �سمعة جيدة من‬

55

production of watches began at the turn of the 20th century, thanks to the researches and new technologies introduced by reputed watchmakers such as Frédéric Ingold and Georges Léchot. The increase of the productivity, the interchangeability of parts and the standardization progressively led the Swiss watch industry to its world supremacy.

Since more than four centuries now, tradition, craftsmanship, high technologies and permanent innovation have allowed Swiss watchmaking industry to keep its leadership in the world watch market. Because or thanks to the different crisis it had to go through, Swiss watchmaking industry has always been in a position to answer the many technological, economical and structural challenges it was confronted with.

Its exceptional dynamism and creative power have made it a state-of-the-art industry, and the many inventions or world records in its possession are so many evidences: the first wristwatch, the first quartz watch, the first water resistant wristwatch, the thinnest wristwatch in the world, the smallest or the most expensive watch in the world, etc.

An industry with rural and regional roots Watches used to be made in winter, when there was less work to do on the farms. Even today, many luxury watches are produced in rural areas, like the Vallée de Joux in the Jura mountains of Canton Vaud. However, the main watchmaking industry is concentrated in towns along the Jura, like La

56

‫ و قد �أدي كل من زيادة الإنتاج‬.‫�أمثال فريدريك �إنغولد و جرج�س لي�شوت‬ ‫و قابلية تبادل القطع و التوحيد القيا�سي �صناعة ال�ساعات ال�سوي�سرية‬ .‫�إىل هيمنتها على العامل �أجمع‬ ‫ فقد �سمح كل من التقليد و احلرفة‬،‫و الآن و منذ �أكرث من �أربعة قرون‬ ‫و التقنيات العالية و الإبتداع الدائم ل�صناعة ال�ساعات ال�سوي�سرية ب�إبقاء‬ ‫ و ب�سبب �أو بف�ضل الأزمات املختلفة التي‬.‫قيادتها يف �سوق ال�ساعات العاملية‬ ‫ ف�إن �صناعة ال�ساعات ال�سوي�سرية قادرة دائما على الرد على‬، ‫مرت بها‬ ‫العديد من التحديات التكنولوجية و الإقت�صادية والرتكيبية التي قد‬ ‫ و قد جعلها كل من ديناميكيتها الإ�ستثنائية و قوتها الإبداعية‬.‫واجهتها‬ ‫ و الإخرتاعات العديدة �أو القيا�سات العاملية التي بحوزتها‬.‫�صناعة ع�صرية‬ ‫ �أول �ساعة اليد و �أول �ساعة كوارتز و �أول �ساعة‬:‫خري دليل على ذلك و هو‬ ‫اليد �ضد املاء و �ساعة اليد الأدق يف العامل و �أ�صغر �ساعة �أو �أغلى �ساعة‬ . ‫ �ألخ‬، ‫يف العامل‬

‫�صناعة ذات جذور ريفية و �إقليمية‬ ‫كانت ال�ساعات ت�صنع لت�ستعمل يف ال�شتاء الذي يكون خالله عمل قليل‬ ‫ تنتج كثري من ال�ساعات الكمالية يف املناطق‬، ‫ و حتى اليوم‬.‫يف احلقول‬ ‫الريفية مثل « فايل دي جوك�س « يف جبال « جورا « الواقعة يف « كانتون‬ ‫ ف�إن �صناعة ال�ساعات الرئي�سية مركزة على البلدان‬، ‫ على كل حال‬. « ‫فاود‬ ‫ من �أمثال « ال �شاوك�س دي فوند�س « و « يل لوكلي « يف‬.‫على طول جورا‬

Chaux-de-Fonds and Le Locle in Canton Neuchâtel, Biel in Canton Bern and Grenchen in Canton Solothurn.

The Swiss watch industry today The watch and clock industry, Switzerland’s third largest exporter after the machine and chemical industries, has only one market: The World. Swiss made timepieces are to be found in all the countries of the globe. And, what is no less surprising, to suit all pockets, or almost so: from quartz fashion watches for a modest price to mechanical masterpieces, made of gold and decorated with precious stones, costing several million francs. It is this wide variety and its worldwide vocation, which together have ensured the survival of the industry over the course of centuries.

Few raw materials, plenty of work The most complex watch in the world is probably the Calibre 89 made by Patek Philippe for its 150th anniversary in 1989. It contains 1728 parts, and four people spent nine years working on it from initial research and design to final assembly. The quality of Swiss products is the basis of a successful export economy. The Swiss have a reputation for hard work and a tendency towards precision. A luxury watch consists of more

58

« ‫« كانتون نيو�شاتيل « و « بيل « يف « كانتون برين « و « غرين �شني « يف‬ .« ‫كانتون �سولوثم‬

‫�صناعة ال�ساعات ال�سوي�سرية اليوم‬ ‫ هي ثالث �أكرب �صناعة ال�صادرات يف‬، ‫�إن �صناعة �ساعات اليد و احلائط‬ ‫ و لي�س لها �إال �سوق‬.‫�سوي�سرا و ذلك بعد �صناعتي املاكينات و الكيماويات‬ ‫ توجد ال�ساعات ال�سوي�سرية ال�صنع يف جميع دول‬. ‫ العامل‬:‫واحدة و هو‬ .‫ و العجيب يف الأمر هو �أنها تنا�سب جيوب جميع طبقات النا�س‬.‫العامل‬ ‫�إبتداء من �ساعات كوارتز ب�أ�سعار ب�سيطة �إىل �ساعات ميكانيكية م�صنوعة‬ ‫ �إن‬.‫من الذهب و مزخرفة ب�أحجار كرمية بقيمة ب�ضعة ماليني فرنك‬ ‫ت�شكيلتها الوا�سعة و مهمتها العاملية النطاق هما اللتان قد �ضمنتا معا‬ .‫بقاء ال�صناعة منذ القرون املا�ضية‬

‫مواد خام قليلة و �أعمال كثرية‬ ‫ « قام ب�صنعها باتيك‬89 ‫لعل ال�ساعة الأكرث تعقيدا يف العامل هي « كاليرب‬ ‫ �إنها حتتوي على‬.‫ م‬1989 ‫ يف عام‬150 ‫فيليب و ذلك مبنا�سبة ذكراها اﻠ‬ ‫ �إ�شتغل على �صنعها �أربعة �أ�شخا�ص ملدة ت�سع �سنوات �إبتداء‬. ‫ قطعا‬1728 ‫ و من اجلدير بالذكر‬.‫من البحث الأويل و الت�صميم �إىل التجميع النهاﺌﻲ‬ .‫�أن جودة املنتجات ال�سوي�سرية هي �أ�سا�س �إقت�صادها و جناح �صادراتها‬ .‫�إن ال�سوي�سريني لهم �سمعة طيبة يف بذل جهودهم و ميلهم �إىل الدقة‬

than 300 parts. A great deal of thought and meticulous work is put in to fitting the most complex mechanisms into the smallest casings. The materials used for a watch make up just a fraction of the cost of the finished product.

‘Swiss made’

60

‫ و حتتاج عملية تركيب‬.‫ قطعة‬300 ‫حتتوي �ساعة كمالية على ما يزيد عن‬ ‫الآليات الأكرث تعقيدا يف �أ�صغر الأغطية �إىل �أكرب قدر من الأفكار و‬ ‫ و املواد امل�ستعملة يف �ساعة تكون فقط جزء من‬.‫العمل ال�شديد التدقيق‬ .‫تكلفة املنتج املنجز‬

"‫"�سوي�سرية ال�صنع‬

Watches, clocks and alarm clocks manufactured in Switzerland bear the designation “Swiss made” (or its abbreviation “Swiss”) as well as the logo of the producer or distributor. This label (“place of origin” in legal terms) enjoys a solid reputation throughout the world. And globalization of trade has done nothing to diminish its importance. On the contrary, the modern consumer is looking for a maximum of information when he or she goes shopping for a new timepiece.

« ‫حتمل �ساعات اليد و احلائط و املنبهات املنتجة يف �سوي�سرا عالمة‬ ‫�سوي�سرية ال�صنع « (�أو ب�إخت�صار « �سوي�سري « ) و �شعار امل�ص ّنع �أو املوزع‬ ‫ و تتمتع هذه الرقعة ( « مكان املن�ش�أ « يف امل�صطلح القانوين) ب�سمعة‬. ‫ ومل تعمل عوملة التجارة �شيئا يف التقليل‬.‫طيبة يف جميع �أنحاء العامل‬ ‫ يبحث الزبون الع�صري عن �أكرب قدر من‬،‫ و على العك�س متاما‬.‫من �أهميتها‬

What lies behind this reputation? What does a label like this mean for the consumer?

‫ماذا يكمن يف هذه ال�سمعة؟ و ماذا تعني مثل هذه الرقعة‬ ‫للزبون؟‬

“Swiss made” embodies a concept of quality that has been forged over the years. It includes the technical quality of watches (accuracy, reliability, water-resistance and shockresistance), as well as their aesthetic quality (elegance and

‫تت�ضمن رقعة « �سوي�سرية ال�صنع « ت�صور جودة متت �صياغته منذ �سنني‬ ‫ �إنها تت�ضمن اجلودة التقنية لل�ساعات (الدقة و الثقة و املقاومة �ضد‬. ‫املاء و املقاومة �ضد ال�صدمة) و جودتها اجلمالية (الإناقة و �إ�صالة‬ ‫ �إنها تغطي كال من الإنتاج التقليدي و التكنولوجيات اجلديدة‬.)‫الت�صميم‬

.‫املعلومات عندما يخرج هو �أو تخرج هي لت�س ّوق �ساعة جديدة‬

originality of design). It covers both traditional manufacturing and new technologies (micro-electronics).

The Swiss are not the only watchmakers to manufacture highquality timepieces and are consequently faced with strong competition. However, thanks to their unique infrastructure and to their knowhow and spirit of innovation, they have succeeded in maintaining their leading position. The intrinsic value of the “Swiss made” label, therefore, is the result of considerable efforts on the part of watchmaking companies, who are ultimately responsible for maintaining its reputation.

While prestigious brand names have thrived, they have never relegated the “Swiss made” label to a secondary place. The brand names and “Swiss made” have always worked together in an alliance that provides the consumer with the best of guarantees. A law “regulating the use of the name ‘Swiss’ for watches” sets out the minimum conditions that have to be fulfilled before a watch merits the “Swiss made” label. Certain regions in Switzerland have their own “place of origin” labels.

One of the most renowned is “Genève”, which identifies topquality timepieces made in the city and canton of Geneva. Like

61

‫احلالة ‪ ،‬ف�إن �إ�ستخدام مادة الن�شاط الإ�شعاعي يحدد بحزم من قبل قيا�س‬ ‫« �آي �إ�س �أو ‪ « 3157‬الذي ي�سمح بنوعني فقط من « راديونوكاليد�س « ‪« :‬‬ ‫الرتيتيوم ‪� 3‬إت�ش « و « الربوميثيوم ‪� 147‬إم « ‪ .‬و من اجلدير بالذكر �أن‬ ‫هذه اﻠ « راديونوكاليد�س « ت�صدر �إ�شعاعا منخف�ض الطاقة‪.‬‬ ‫و عبارة « تي �سوي�س ميد تي « تعني �أن ال�ساعة �سوي�سرية و حتتوي على‬ ‫كمية معينة من الرتيتيوم التي ت�صدر �أقل من « ‪� 227‬إم بي كيو (‪7.5‬‬ ‫�إم �سي �آي ) « و عبارة « �سوي�س تي > ‪ « 25‬تعني �أن ال�ساعة �سوي�سرية‬ ‫و حتتوي على كمية معينة من الرتيتيوم التي ت�صدر �أقل من « ‪925‬‬ ‫�إم بي كيو ( ‪� 25‬إم �سي �آي ) « ‪ .‬و ت�ستخدم �أغلب ال�ساعات ال�سوي�سرية‬ ‫�إ�صدارا خفيفا من نوع اﻠ « فوتولوميني�سنت « ‪ .‬و حتمل بع�ضها العالمة‬ ‫الإختيارية و هي « �إل �سوي�س ميد �إل « للإ�شارة �إليها‪.‬‬

‫‪Timepieces featuring radioluminescent emission are mostly‬‬ ‫‪designed for very specific uses: military watches, professional‬‬ ‫‪divers watches, etc. In this case, the use of radioactive material‬‬ ‫‪is strictly defined by ISO 3157 Standard, which allows only‬‬ ‫‪two types of radionucleides : tritium (3H) and promethium‬‬ ‫‪(147 Pm). It is important to specify that these radionucleides‬‬ ‫‪emit a radiation of low energy.‬‬ ‫‪The indication “T Swiss made T” means that the watch is‬‬ ‫‪Swiss and contains a certain quantity of tritium that emits‬‬ ‫”‪less than 227 MBq (7,5 mCi).The indication “Swiss T<25‬‬ ‫‪means that the watch is Swiss and contains a certain quantity‬‬ ‫‪of tritium that emits less than 925 MBq (25 mCi). Most of the‬‬ ‫‪Swiss watches use a light emission of photoluminescent type.‬‬ ‫‪Some of them bear the optional marking “L Swiss Made L” to‬‬ ‫‪indicate it.‬‬

‫(الإلكرتونيات ال�صغرية)‪.‬‬ ‫�إن ال�سوي�سريني لي�سوا �صانعي ال�ساعات فح�سب لي�صنعوا �ساعات عالية‬ ‫اجلودة بل و يواجهون �أي�ضا مناف�سة �شديدة بناء على ذلك‪ .‬على كل حال‪،‬‬ ‫ف�إنهم قد جنحوا بف�ضل البنية التحتية التي ميتلكونها و براعتهم و‬ ‫روحهم الإبداعية يف املحافظة على مكانتهم البارزة‪ .‬لذلك‪ ،‬ف�إن القيمة‬ ‫احلقيقية لرقعة « �سوي�سرية ال�صنع « هي نتيجة جهود كبرية تبذلها‬ ‫ال�شركات املنتجة لل�ساعات و امل�س�ؤولة �أخريا عن املحافظة على �سمعتها‪.‬‬ ‫و على الرغم من جناح �أ�سماء العالمة ذات ال�سمعة‪� ،‬إال �أنها مل تنزل رقعة‬ ‫« �سوي�سرية ال�صنع « �إىل مرتبة دنيا‪ .‬لقد عملت كل من �أ�سماء العالمة‬ ‫و رقعة « �سوي�سرية ال�صنع « معا يف حلف يقدم مل�ستهلك �ضمانات �أف�ضل‪.‬‬ ‫و ي�ضع قانون « ينظم �إ�ستخدام �إ�سم «�سوي�سري» لل�ساعات « �شروطا �أقل‪،‬‬ ‫يجب �إ�ستيفا�ؤها قبل �أن ت�ستحق �أي �ساعة رقعة « �سوي�سرية ال�صنع «‪ .‬و‬ ‫مناطق معينة يف �سوي�سرا لها رقعات « مكان املن�ش�أ « خا�صة بها‪ .‬و �إحدى‬ ‫�أ�شهر الرقعات هي « جنيفي « التي ت�شري اىل �ساعات عالية اجلودة م�صنوعة‬ ‫يف املدينة و كانتون جنيف‪ .‬و كما هي حال رقعة « �سوي�سرية ال�صنع « ‪ ،‬ف�إن‬ ‫هذه الرقعة �شائعة بني املزورين و لذلك فت�ستفيد من حماية م�ستمرة يف‬ ‫�إطار الربنامج املناه�ض للتزوير و اخلا�ص ب « �إف‪�.‬إت�ش ‪.‬‬

‫�ساعة �سوي�سرية‬

‫‪63‬‬

‫‪“Swiss made”, this label is very popular with counterfeiters‬‬ ‫‪and therefore benefits from continuous protection within the‬‬ ‫‪framework of the FH’s anti-counterfeiting programme.‬‬

‫‪A Swiss watch‬‬

‫ال ميكن �أن حتمل �أي �ساعة عبارات "�سوي�سرية ال�صنع" �أو " �سوي�سرية‬ ‫" �أو �أي عبارة �أخرى تت�ضمن كلمة « �سوي�سرية « �أو ترجمتها على جزئها‬ ‫اخلارجي‪� ،‬إال �إذا كانت تلك ال�ساعة �سوي�سرية فقط‪ .‬و طبقا لق�سم « ‪� 1‬إيه‬ ‫او �إ�س �إم « ‪ ،‬ال تعترب �أي �ساعة �سوي�سرية �إال �إذا كانت‪:‬‬ ‫• حركتها �سوي�سرية‬ ‫• حركتها مغطاة يف �سوي�سرا‬ ‫• و يقوم امل�ص ّنع ب�إجراء الفح�ص النهاﺌﻲ يف �سوي�سرا‪.‬‬

‫‪Only when it is Swiss, may a watch carry the indications “Swiss‬‬ ‫‪made” or “Swiss”, or any other expression containing the‬‬ ‫‪word “Swiss” or its translation, on the outside. According to‬‬ ‫‪Section 1a OSM, a watch is considered to be Swiss if:‬‬ ‫;‪• its movement is Swiss‬‬ ‫;‪• its movement is cased up in Switzerland‬‬ ‫‪• and the manufacturer carries out‬‬ ‫‪the final inspection in Switzerland.‬‬

‫« تي �سوي�س ميد تي « �أو « �سوي�س تي ‪ : « 25‬ما‬ ‫معناهما؟‬

‫‪‘T Swiss Made T’ or ‘Swiss T 25’: what does it‬‬ ‫? ‪mean‬‬

‫و من �أجل �أن تقر�أ ال�ساعات يف الظالم‪ ،‬ت�ستخدم مادة مت�ألقة على‬ ‫�أرقام امليناء و الأيد‪ .‬و ب�صراحة‪ ،‬ف�إن �إ�صدار ال�ضوء هو �إما من‬ ‫نوع « فوتولوميني�سنت «(يحدده �إ�شعاع م�ضيء قائم) �أو من نوع «‬ ‫راديولوميني�سنت «(حتدده �إ�شعاعية املادة)‪.‬‬ ‫ت�صمم �ساعات ذات �إ�صدار» راديولوميني�سنت « غالبا ما لإ�ستخدامات‬ ‫معينة جدا ‪� :‬ساعات للجي�ش و �ساعات للغوا�صني املهنيني‪� ،‬ألخ‪ .‬و يف هذه‬

‫‪In order for timepieces to be read in the dark, a luminescent‬‬ ‫‪material is laid on the dial indexes and hands. Generally‬‬ ‫‪speaking, the emission of light is either of photoluminescent‬‬ ‫‪type (determined by a exciting luminous radiation) or of‬‬ ‫‪radioluminescent type (determined by the radioactivity of‬‬ ‫‪the material).‬‬

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Structures of Swiss Watches Historically, the Swiss watch and clock industry has always had a specialized horizontal structure in which suppliers, craftsmen and sub-contractors supply movements and external parts to assemblers called “établisseurs”, who put the final product together. However, to a lesser extent, the industry has also developed a vertically integrated structure in which watches and clocks are sometimes made entirely by the same company, in this case called a “manufacture”.

‫ �صناعة �ساعات اليد و احلائط ال�سوي�سرية لها تركيب �أفقي‬،‫تاريخيا‬ ‫متخ�ص�ص يزود فيه املوردون و احلرفيون و املقاولون الفرعيون املركبني‬ ‫بحركات و قطع خارجية و يقال لهم « �إيتابلي�سيور�س « الذين ي�ضعون‬ ‫ فقد طورت ال�صناعة‬،‫ و �إىل نطاق �ضيق‬،‫ على كل حال‬. ‫املنتج النهائي معا‬ ‫�أي�ضا تركيبا متكامال عموديا ت�صنع به �ساعات اليد و احلائط يف بع�ض‬ « ‫الأحيان – كليا – من قبل ال�شركة نف�سها و تدعى يف هذه احلالة‬ .«‫�سلعة‬

During the 1970s and early 1980s, technological upheavals (appearance of the quartz technology) and the difficult economic situation resulted in a reduction in the size of the industry: the number of employees fell from some 90,000 in 1970 to a little over 30,000 in 1984, a figure which has remained stable over the last thirteen years (40,000 employees in 2004) while the number of companies decreased from about 1,600 in 1970 to about 600 now.

‫ �أ�سفر كل من الثورات‬،‫و خالل ال�سبعينات و يف م�ستهل الثمانينات‬ ‫التكنولوجية (بروز تكنولوجية كوارتز) و الظروف الإقت�صادية ال�صعبة‬ ‫ حيث �إنخف�ض عدد املوظفني من نحو‬.‫عن نق�ص يف حجم ال�صناعة‬ ‫ �إنه عدد ظل‬.‫ م‬1984 ‫ يف‬30,000 ‫ م �إىل �أكرث قليال من‬1970 ‫ يف‬90,000 .)‫ م‬2004 ‫ موظف يف‬40,000( ‫ املا�ضية‬13 ‫ثابتا منذ �أكرث من ال�سنوات اﻠ‬ 600 ‫ م اىل نحو‬1970 ‫ يف‬1,600 ‫بينما �إنخف�ض عدد ال�شركات من نحو‬ .‫الآن‬ ‫ و هو �أقل من‬.‫و قد ظل العدد املتو�سط من املوظفني يف كل �شركة ثابتا‬ ‫ علما ب�أن الأغلبية‬. ‫ م‬1970 ‫ م كما كان يف‬2004 ‫ موظف يف كل �شركة يف‬70 ‫العظمة من �شركات ال�ساعات هي �شركات ذات احلجم ال�صغري (يوجد بها‬ ‫ �شركات يوجد يف كل واحدة‬10 ‫ يف حني �أقل من‬.)‫ موظف‬100 ‫�أقل من‬ .‫ موظف‬500 ‫منها �أكرث من‬

The average number of employees per company has remained constant, at just under 70 people per company in 2004, as in 1970. The great majority of watch companies are small sized companies (employing less than 100 people) while a very little number (less than 10) are each employing over 500 people.

Products

‫املنتجات‬

One of the great strengths of the Swiss watch and clock industry, by comparison with its foreign competitors, is its ability to offer the consumer a genuinely comprehensive choice of products. Would you like a mechanical watch (handwound or automatic) or a quartz watch (with analog or digital display)? Do you prefer a diamond-set watch of precious metal or one made of stainless steel, wood, plastic or even high-tech ceramic?

‫و �أحد �أ�سباب قوة �صناعة �ساعات اليد و احلائط ال�سوي�سرية – مقارنة‬ ‫مع مناف�سيها الأجانب – هو قدرتها على تقدميها للم�ستهلك �إختيارا‬ ‫ هل تعجبك �ساعة ميكانيكية (تعبئة باليد‬.‫�شامال حقيقيا من املنتجات‬ ‫�أو �أوتوماتيك) �أو �ساعة كوارتز (مع الأيد �أو عر�ض رقمي)؟ هل تف�ضل‬ ‫�ساعة مر�صعة باملا�س ذات معدن ثمني �أو �ساعة م�صنوعة من �إ�ستانلي�س‬ .‫�إ�ستيل �أو خ�شب �أو بال�ستيك �أو �سرياميك عايل التكنولوجيا‬

Are your more attracted by a sober classic appearance, a sporty look or a fashionable and trendy design? Whatever you want, you will always find something to satisfy you amongst the products of the Swiss watch industry. And if you prefer an alarm or other type of clock to a wristwatch, you will have difficulty in choosing from amongst the vast range of models offered by the Swiss manufacturers of this type of product.

‫هل يجذبك مظهر كال�سيكي وقور �أو مظهر ريا�ضي �أو ت�صميم حديث‬ ‫ جتده دائما من بني منتجات �صناعة ال�ساعات‬،‫الطراز؟ مهما تريد‬ ‫ و �إذا كنت تف�ضل منبها �أو نوعا �آخر من �ساعة احلائط �أو‬.‫ال�سوي�سرية‬ ‫ جتد �صعوبة يف الإختيار من بني ت�شكيلة وا�سعة من موديالت‬،‫�ساعة اليد‬ .‫يقدمها ال�صانعون ال�سوي�سريون من هذا النوع من املنتج‬

Markets and Competition While the Swiss watch industry is present all over the world (it exports nearly 95% of its production), it does not carry equal weight everywhere. Asia and Oceania take 44% of Swiss watch exports in value, Europe 34%, Americas 21% and Africa 1%...and the top fifteen countries represent over 82% of these exports. With their worldwide reputation for quality

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‫تركيبات ال�ساعات ال�سوي�سرية‬

‫الأ�سواق و املناف�سة‬ ‫بالرغم من �أن �صناعة ال�ساعات ال�سوي�سرية متواجدة يف جميع �أنحاء‬ ‫ من �إنتاجها تقريبا) �إال �أنها ال حتمل وزنا‬% 95 ‫العامل (�إنها ت�صدر‬ ‫ من‬%44 ‫ ت�أخذ كل من �آ�سيا و اجلزر البا�سيفيكية‬.‫مت�ساويا يف كل مكان‬ ‫ و �أمريكا‬%34 ‫�صادرات �سوي�سرا من ال�ساعات من حيث القيمة و �أوروبا‬ ‫ من هذه‬%82 ‫ دولة ممتازة ما يزيد عن‬15 ‫ و متثل‬%1 ‫ و �أفريقيا‬%21 ‫ و بالرغم من �أن ال�ساعات ال�سوي�سرية لها �سمعة عاملية من‬.‫ال�صادرات‬ ‫ �إال �أنها تواجه مناف�سة من �أجل ك�سب �إ�ستح�سان‬،‫حيث جودتها و �إناقتها‬

Rado True Pure Jubilé.

High-tech ceramics.

and styling, Swiss watches are not however the only ones to compete for the favours of customers. They have many competitors in the markets, the most serious of these being the Japanese and Hong Kong producers.

In Short According to a number of economic analysts, the Swiss watch industry was moribond in the middle of the 1970s, having missed out the electronic revolution and being strongly affected by the economic crisis. But what is the situation now, thirty years later? Having successfully completed its structural reconversion, the watch industry is today, as it was yesterday, one of the brightest stars in the Swiss economic firmament.

Better still, during the last five or six years, it has taken the leading position amongst the country’s most successful industries, breaking its own records in exporting each year and going from 4.3 billion francs in 1986 to 13.7 billion in 2006.

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‫الزبائن و لها مناف�سون عدة يف الأ�سواق و �أغلب املناف�سني اجلادين هم يف‬ .‫اليابان و هونغ كونغ‬

‫ب�إخت�صار‬ ‫ كانت �صناعة ال�ساعات‬،‫و وفقا للعديد من املحللني الإقت�صاديني‬ ‫ال�سوي�سرية هاجعة يف و�سط ال�سبعينات حيث فاتتها الثورة الإلكرتونية‬ ‫ و لكن كيف حالها الآن و ذلك‬.‫و �أثرت عليها ب�شدة الأزمة الإقت�صادية‬ ‫ �إنها‬،‫بعد ثالثني عاما؟ بعد �أن عادت بنجاح �إىل و�ضعها الرتكيبي ال�سابق‬ .‫ �إحدى �أملع النجوم يف �سماء �سوي�سرا الإقت�صادية‬،‫اليوم كما كانت بالأم�س‬ ‫ فقد ح�صلت على مكانة بارزة‬،‫و خالل ال�سنوات اخلم�س �أو ال�ست املا�ضية‬ ‫ حمطمة �أرقامها القيا�سية‬،‫من بني �أكرث ال�صناعات ال�سوي�سرية جناحا‬ ‫ باليني فرنك‬4,3 ‫ �إذ �إرتفعت قيمة �صادراتها من‬.‫يف ال�صادرات يف كل عام‬ .‫ م‬2006 ‫ بليونا يف‬13,7 ‫ م �إىل‬1986 ‫يف‬

Exceeding Customers’ Expectations

Group, the Richemont Group and many independent brands.

Special relation between a watch and the person who wears it: The Morad Yousuf Behbehani Group is a major corporate entity in Kuwait, with business interests in trading, motors, travel, engineering and investments. The group’s trading division accounts for electronics, luggage, projects, watches and jewellery.

Morad Yousuf Behbehani is the agent in Kuwait for more than 30 world-class watch and jewellery brands, including: A. Lange & Sohne, Breguet, Blancpain, Baume & Mercier, Balmain, Cartier, cK, Caran d’Ache, Certina, Cover, Glashutte Original, Hamilton, Hublot, IWC, Jaeger-LeCoultre, Jaquet Droz, Korloff, Leon Hatot, Mido, Montegrappa, Movado, Omega, Oris, Panerai, Piaget, Roamer, Sector, Tissot, Ulysse Nardin, Ventura and Zenith.

Hari Menon M., General Sales Manager

In this exclusive interview, Mr. Hari Menon M., General Sales Manager of the Trading Division, comments on the role that his group plays in the context of the branded watches and jewellery in Kuwait.

In this exclusive interview, Mr Hari Menon M, General Sales Manager of the Trading Division, comments on the role that his group plays in the context of the branded watches and jewellery in Kuwait.

Raising brand awareness: is raising brand awareness, especially when it comes to complicated movement watches. Even though people in Kuwait are very brand-conscious they still have somewhat sketchy knowledge about some very important watch brands. In this regard, we strive to remedy this situation by hosting special events to introduce the brands to the general public and potential customers. For instance, in

Morad Yousuf Behbehani Group officially began as a company in 1935, by the late Mr Morad Yousuf Behbehani.

The Group has several ‘firsts’ to its credit in Kuwait – including radio broadcasting in 1948, Air-conditioning Equipments in 1949, Television Broadcasting in 1951.

school in Kuwait, which came for the first time out of

Even though our Group officially began its operations in 1935, we were already representing Omega in Kuwait since 1933 – which makes us one of the first and the oldest agents for Omega in the world. Since then our association with International Watch Brands has grown and today, we represent in Kuwait several watch brands from the Swatch

After-sales service: Mr Morad Yousuf Behbehani, the late president of our group, before signing on with any new brand would always insist on after-sales service even before receiving the brand’s products. This high esteem for excellent aftersales service continues to this day. We have a very good, well-equipped and professionally staffed after-sales watch centre. This unit is certified by the top watch brands that we represent.

Brand dynamics:

The main challenge for us today and for some of our brands

From early on:

Relationship with watches:

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A watch is not merely an instrument to tell time. It is a part of the personality of a person. There is a great relationship between the personality of a person, his position in the society, his knowledge and education with the type of watch he wears. Apart from being an integral part of every person, a watch for connoisseurs (watch lovers) perhaps has a deeper relation. It is closer to their hearts. They like to observe even the minute detail of each component which goes inside its making. When they pick up a mechanical watch, they begin winding it as though to awaken it.

or on a particular day, we actually have customers who will gladly wait or visit the showroom the next day in order to be served by this particular staff member. What is important in this example is the level of trust between our customers and us.

2005, we presented a Glashutte Original watch making Germany. During this one-week long event, people had an opportunity to actually see six watchmakers at work – right before their eyes. Events like these, including crosspromotions and product launches, educate people in Kuwait about the watchmaking brands.

Dealing with customers: Sophisticated buyers of luxury items – such as watches and jewellery – need personal and special attention. If this aspect is taken care of, it is very easy to sell luxury. We enjoy a very special relationship with our customers. For example, if one of our sales staff is busy at a particular time

Each of our watch and jewellery brand is focused by us, with a highly experienced brand manager who is solely responsible for each individual brand within and outside the showroom or boutique, as well as the business-tobusiness segment.

We are opening 3 New Boutiques in the Avenues Phase II viz: Omega Boutique, Dunhill Boutique, Samsonite (Black Label) Boutique and a Behbehani Watches Luxury Showroom.

Growth despite constraints: In spite of difficulties that affected the local market in the past, we have grown during the past 5 years by bringing greater visibility to all the brands and acquire a greater market share for each of them and have also improved on our process, systems and emerged as the leader in the watch and jewellery sector in Kuwait. In recognition of our quality control systems and processes we were awarded in September 2006 the coveted ISO 9001:2000 Certification from Bureau Veritas, UK.

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Truly an Amazing World Basel transforms itself for eight days as the global capital of the luxury goods industry. Basel is the place where the whole world of watches and jewellery congregates to present new and innovative products and to set novel trends. It is the only place where we can find such a broad selection of products from the entire industry all in one place.

It is always fascinating to see what the manufactures have year on year shown how their brands can awaken sustainable enthusiasm in customers.

From their exciting stories, tradition, innovation, design, feature, vision and with the combination of the creative talents of many craftsmen, master watchmakers, new creations are born year after year.

This year it was the 36th Watch and Jewellery show held from 3rd -10th April ’08, attracting more than 100,000 people from more than 100 countries, 2,700 journalists provided coverage to the event, participated by 2,100 exhibitors presenting their new products over a surface area of 160,000 m2.

BaselWorld ‘2008 was not an exception. There was only one word on everyone’s lips when it comes to demand, orders, models on offer - ‘growth’.

The reason for growth is the demand for watches has increased across the globe, undeterred by the international climate, while Asia stands clearly as the sector’s priority market, the continued demand from Middle East, European countries and United states confirms that the luxury watch sector is in good health.

The watchmaking industry has a great significance in the Swiss economy as such the Swiss state plays a vital role in creation of a framework in which the industry can develop.

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1

The novelties of BaselWorld 2008 A Watchmaking Legend 1

Breguet presents an identical version of the Marie–Antoinette At this year’s BASELWORLD, Breguet revealed a real surprise: After nearly two hundred years, the prestigious brand presented an identically reproduced version of the famous Marie-Antoinette pocket watch. This amazing time piece is said to be one of the most complicated in the history of watch making. Its amazing story begins at the French King’s court at the end of the 18th century.

French Queen Marie Antoinette was driven by a true passion for Breguet. In 1783, one of her admirers commissioned Abraham-Louise Breguet to produce the most spectacular watch possible. The timepiece had to be made of gold and to feature every complication known to watchmakers at that time – a perpetual calendar that adjusts to leap years, a minute repeater, both solar time and mean time as well as a thermometer and power–reserve

indicator. Unfortunately, Marie Antoinette never had the opportunity to admire her custom-made pocket-watch since it was completed 34 year after her death, in 1827.

Over the following centuries, it was owned by several collectors before it was handed to a Jerusalem museum, where it was stolen in 1983. In 2005, Nicolas G Hayek set himself the challenge of reproducing it identically. The master watchmakers of Breguet started re-designing the original. They only had documents and pictures of the original to work from as sources of information. Despite this, they managed to reconstruct the unique mechanism with its minute repeater striking the hours, quarters and minutes on demand, its full perpetual calendar, its equation of time and jumping hours as well as its power reserve and its thermometer.

The self-winding perpetual movement comprises 823 components and is finished according to the company’s traditional high standards. Not only are the mechanics special, the yellow gold of the 63 mm diameter case was

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cast in specific alloy in order to match the period hue and the glass for the dial and case is made of rock crystal. Even the presentation box is rich in history: the re-make of the Marie Antoinette rests in a precious casket made from the wood of an oak, which was allegedly Marie Antoinette’s favourite tree in the garden of Versailles.

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Omega

Omega Double Eagle Mission Hills World Cup Chronograph.

The production of the watch is to commemorate the contribution of the company to the evolution of golf throughout the world. Powered by Omega’s exclusive Calibre 3313 complete with a Co-Axial escapement, these self-winding Double Eagle Co-Axial Chronographs provide unparalleled performance for sportsmen who understand the value of precision matched with power. The highly tactile aesthetics of these 41 mm watches are achieved by contrasting surface finishes, a stunning carbon patterned dial and black rubber coated features making them a perfect ally for outdoor sports. Actually the design resembles the collection Constellation, created in 1982.

4a

4a

Glashutte

The duplex swan neck fine regulation is not only a highlight from a technical viewpoint, the functional element is also an optical eyecatcher. Glashutte Original displays this regulation instrument in the new Panoinverse XL. This necessitated the reworking of the movement in numerous areas and the development of new individual parts and components, with the result launched as the new caliber 66. On the dial the wearer has a clear view of the handengraved balance wheel bridge with the duplex swan neck fine regulation positioned upon it. The watch is available in polished rose gold or white gold case.

4b

4b

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Breguet

BREGUET HERITAGE TOURBILLON is a wristwatch with tonneau-shaped case, curved in two axes, in platinum 950.

Hand-wound mechanical movement with tourbillon. 18carat silvered gold dial, hand-engraved on a rose-engine and curved in two axes. Chapter-ring in Roman numerals cut-out in one piece and applied on the dial. Small-second on the tourbillon carriage at 6 o’clock. The “tourbillonbarrette” is shaped to serve as index number 6. 50 hours power-reserve. Sapphire-crystal caseback. Also available in 18-carat rose gold.

The Senator Tattrapante by Glashutte Original comes in a warm glowing red gold case, unlike its platinum predecessor.

The domed sapphire glass, double dereflected on both sides, provides a clear view of the well-structured dial. The watch’s elegant look is rounded off by the red numerals, as in previous models, forming a discreet frame around this artistically designed watch dial.

5

5

Leon Hatot Heartbreaker

An addition time zone display at the 3 o’clock position can be adjusted using two small pushers - moving the time forward and back. A small window also reveals a daynight display. Pilot therefore see the time at the start and destination points as well as the local time at a glance.

The time is adjusted using a conventional crown secured using Oris’ own quick-lock system. The watch comes with a characteristic pilot strap in gaucho leather with striking stitching detail. A viewing glass on the base provides a view of the movement and the typical Oris rotor.

As if conjugated in the past, present and future, time comes in three shades at Léon Hatot: black, Silver and chocolate.

Three versions of the Heartbreaker all highlight its selfwinding movement “trapped” within a heart. This heart beats to the rhythm of the counters and pounds wildly on women’s wrists, making it easy to follow and measure the palpitations of time. And to set the finishing touch to this enchanting model, Léon Hatot has adorned the bracelet with a heart-shaped buckle that also casts its spell on time.

A genuine invitation to let emotions guide our vision of time, the Heartbreaker watch is rich in contrasts: the refined and gentle curves of the heart are counter-balanced by the strength of the steel and the imposing size of the watch.

An iron fist in a velvet glove, a watch that is both asculine and feminine, sporting and elegant: the Heartbreaker chronograph, the very first chronograph in the Léon Hatot watch line, displays a radiantly modern approach to timekeeping.

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Jaquet Droz

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Grande Seconde Ceramique Blanche adopts one of the brand’s historic design, housed in a case crafted in a challenging material: ceramic. Its beauty is underscored by its white grand feu enameled dial. Powered by an automatic movement, it is available in a limited edition of 88 pieces.

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Movado

Movado Fiero Chronograph Mens Watch 0605992.

Polished Tungsten Steel Case & Bracelet. Swiss Quartz Fiero Movement. Black Dial. Scratch Resistant Sapphire Crystal. Water Resistant to 30M/100ft.

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Certina

Certina is expanding its popular collection with a large sporty watch. The new DS Podium Valranges is characterized by its size, sporty look and exclusivity. The large movement combines technical craftsmanship and precision. The timepiece is also available with as solid satinated stainless steel strap and safety clasp.

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Korloff

Dynastie 1920 Collection. 18 Ct pink gold. Movement quartz. Dial white black guilloche with pink gold plated guilloche. Frame white diamonds. Top vesseltion Vs. Strap - black genuine alligator. Buckle 18 ct pink gold buckle

Flying high across three time zones

With its new BC4 Flight Timer, Oris is sure to make the hearts of flying enthusiasts beat that bit faster. The watch is water-tight down to 10 ATM and can also be used for navigation purposes. A compass scale on the inner ring of the watch dial helps with orientation and can be rotated with the vertical crown at the 2 o’clock position. A second time zone can also be set on this inner bezel.

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10

Oris

Just 1,800 Formula enthusiasts will have the opportunity to acquire one of the new TT3 Grand Prix from Oris, the dial of which is inscribed with the names of all 2008 Formula 1 racing courses. Its Swiss automatic movement is housed in a case of grey titanium. It has a diameter of 43.5 mm, is water resistant up to depth of 100 m and boasts a window in the screwdown back that provides a view of the red winding rotor, which is patented for Oris. The high compressive resistance is enabled via the addition of a screwed crown.

Oversized, movable lugs, blending in to a black rubber strap, serve to highlight the distinctive nature of the TT3 Grand Prix.

Zenith

Finding the system that will do for wristwatches what the tourbillon did for the pocket watches is one of the great challenges of the 21st century. With this in mind, Zenith has created the Zero-G systems, whose gyroscope tourbillon cage comprise an escapement mounted on suspended joints to ensure constant horizontal position.

Ulysse Nardin

Ulysse Nardin is a pioneer in new materials. The new Sonata Silicium perfectly illustrates the point: a silicon wafer as the dial, silicon pallet fork, balance spring, and escape wheel, and two combined silicon etched parts constitute the use of new materials within this limited-edition, dual-time alarm watch.

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Hublot

Hublot’s successful Big Bang is being released in an attractive new chronograph at BaselWorld. Housed in the characteristic case of the line combining both sharp and round angles, the Big Bang Aero Bang is made entirely of tungsten. Its mechanical heart, a manufacturer

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chronograph movement with automatic winding, is visible through the skeleton â&#x20AC;&#x201C; like cut-out dial as well as through the open worked back. The 44 mm case is worn on a smooth black rubber strap.

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Hamilton

Hamilton is now playing ever more decisively with its American design legacy. The US 66 Power Reserve celebrates on the 70th anniversary of Route 66 the American dream of automobile freedom in an unusual steel case with which Hamilton set trends as early as in the sixties. The Code Breaker presented at BaselWorld is far more courageous. Even the black version of the chrono, and certainly the golden variation, appear to come from a Hollywood science fiction movie.

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Balmain

This year, Balmain has sought inspiration from the world of high class fashion. The house is presenting ladies watches in rose gold and brown shades. Delicate floral motifs are also found in new ladies chronographs such as the Arcade Lady Chrono or the Jolie Madame Chrono. So they both do not really suit going out engaging in sport; with them time is measured at far more elegant occasion.

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Tissot

Tissot Can look back on more than 150 years of history - and can therefore quote many different things in its Heritage series. This year, the house us presenting a classic, reserved three-hand watch, whose role model was created in 1944 with a dial designed in two satinated silver tones.

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Conversely, there is pronounced avant-garde style presented in the Quadra-to-Chrono, whose angular, contrasting form has now been supplemented by a variation with automatic drive.

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CK

Urban. Artful. ck biz. Combination of classic elements of watch-making with some references to modern art, architecture and design. This watch is for a young city working guy, ambitious and career oriented, status conscious; fascinated by power, success and wealth; urban, classic, and conservative dressed for success. Worn at work and to accessorize a complete fashion business look.

The octagonal polished stainless steel case is completed with cool grey or metallic sunbrushed dial, and finished by a sapphire glass with a date magnifier. Polished hands with white luminova show the hours, minutes and seconds. The thick masculine strap is offered in classic black leather or in polished stainless steel bracelet. Available in gent size with date. Water-resistant up to 30 m.

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Jaeger-Le Coultre

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Reverso Squadra Lady Duetto Since each Reverso Squadra is first and foremost a swivel watch, how could the makers deprive the new collection of the fabulous Duetto concept, which simultaneously reveals two faces of time? The principle is the same as ever, with one face set with diamonds and featuring a date display and an exquisite day/night disc adorned with sun and star symbols.

The back, which is devoted to a straightforward hour and minute display, also pays tribute to Jaeger-LeCoultre Calibre 968, through a discreet aperture in the centre of the dial that reveals the movement’s oscillating weight adorned with the “côtes soleillées” motif. Once again, Reverso Squadra enthusiasts will be spoilt for choice, since the new Duetto is available in steel with gem-setting on the back along with white and black dials, or in a pink gold version with gemsetting on both sides, along with white and black dials.

Panerai

SIHH 2008 a Success The 18th Salon international de Haute Horlogerie 7th -12th April ’08 in Geneva ended on an exceptionally high note, with record visitor numbers and the volume of orders reflecting the thriving fine watch sector. The SIHH was rated highly satisfactory by all 16 exhibiting brands. Welcomed close to 14,000 visitors from around the world.

Extending over 24,000 sq m, this “City of Fine Watches” showcased collection and new models, highlighting their quality and the infinite creativity of designers, watchmakers and jewellers.

will be this manually wound Portuguese, which was designed as tribute to first IWC Portuguese from 1939, with a manually woundpocket watch movement. A platinum version has been created for a limited series of 500 pieces.

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Panerai Luminor Marina The distinguishing feature of this watch, with its 44 mm diameter and material flair, is the stark contrast between the polished bezel and the satiny steel of the watch case. A purist, however, will notice the presence of new strap designed perfectly to complement the contours of the watch. An osmosis effect resulting from the strap being joined to the case serves to amplify the substantiveness of the instrument, which is fitted with the now-renowned compression key.

This key, in accordance with its design, ensures that the mechanical self-winding Op III calibre is water-resistant up to 300 metres.

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A. Lange & Sohne

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A. Lange & Sohne presents a delicate tourbillon mechanism set inside the Cabaret watch’s rectangular case. True to form, the manufacture’s watchmakers have given it a subtle but infinitely sophisticated twist: this particular tourbillon can be stopped and time set to the nearest second.

For the craftsmen at A. Lange & Sohne, beauty is not enough. The company’s elegant wristwatches have always distinguished themselves with a technical refinement which, though small, often makes a considerable difference. These timepieces almost always conceal a mysterious and carefully considered mechanism whose advantages quickly reveal themselves to the proud owner of the watch in question. The new Cabaret Tourbillon is no exception to the rule.

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Some of the novelties in SIHH were as follows:

IWC Portugaise Remontage Manuel

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The brand from Schaffhausen is revisiting its past with the launch of a Vintage collection. Among the pieces presented

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West End and Yacob Behbehani Sons

A Successful Partnership Yacob Yosef Behbehani’s commercial partnership with West End the house of high-class Swiss watches was started 70 years ago. It is going on to this day, by the virtue of Allah, through his son, Aqeel Yacob Behbehani. Mr. Yacob received the first collection of West End Watches in 1938. In 1946, he got the official right to represent the Company’s trademark in Kuwait. It did not take long before he acquired the agency for the brand in a number of Middle East countries.

Oil wealth brought about many benefits for the people of Kuwait, and combined with the commercial charisma with which Mr. Yacob was adorned, the sales of West End in Kuwait and the Middle East witnessed a huge increase.

Soon, Mr. Yacob became one of the biggest agents on the international level. By the end of 70’s he was selling around one million watches per year. This brought about great profits for West End Co. The company, at that time, was employing 500 skilled watchmakers and the fame of the brand spread from the Red Sea to China through the Indian subcontinent.

descendent of the «Queen Anne» model, though slightly different in technology (automatic vs. hand-wound movement, scratchproof sapphire vs. mineral crystal) and styling (several colors of dials and straps vs. one militarytype dial and a rough leather strap) is an elegant and reliable watch that is built to last a lifetime.

INTERNATIONAL & COMMERCIAL BACKGROUND

Mr. Jerome Monnat- Owner of West End and Mr. Jerome Monnat Jr.- CEO

BACKGROUND Mr. Foex, who was CEO of West End Watch Co. from 1916 to 1973, wrote a history of the company in which he also recounted relations with the Behbehani family.

«Mr. Yacob Behbehani was born in 1916, so he was 22 when we delivered the first watches in 1938, through California House. 1944 saw the end of our dealings with this firm. In 1946, Mr. Morad Behbehani, Mr. Yacob’s second brother visited us. He created a sensation, not only in our offices, but throughout the town, in his Arab costume. He came to ask for sole distribution of our watches for his brother in Kuwait. We said «yes». Extraction of petrol was beginning and the perspectives of development in Kuwait were tremendous, he said. We made a wise choice, as was later proved.» Deliveries to Yacob Behbehani grew from 102 watches in 1938 to 229,835 watches in 1972.

Up till now, more than 15 million watches have been sold in several countries. Among them is Kuwait. Millions of letters sent by the company’s clients appreciating the brand are witness to this. These letters reside at the head office of the company situated in Switzerland. Some of these letters date back to 1912.

It is worth mentioning that the West End Company has experience in the field of high-class watches since 1886.

The company always reflected the latest fashions without undermining its distinguished technology and efficiency.

These are the two elements that have distinguished the watches of this company ever since it was established.

West End witnessed two world wars and a number of international economic crises, political conflicts and technical revolutions. Also, vicious attacks from cheap quartz watches from Far East countries affected largely and negatively on the sales of Swiss watches in the beginning of the 80’s, when the market witnessed a complete turn in which the consumer was targeted either by offering high-class watches in limited quantities manufactured in Switzerland or by introducing fashionable watches at cheaper rates in bulk quantities manufactured in Far East countries. But despite this all, the company has maintained its balance.

The fame of West End watches has spread all over the world in the past 120 years due to its legendary durability and high efficiency in the Middle East region and specially in Kuwait due to successful promotional and marketing efforts exerted by Yacob Behbehani Sons Company, which aims at acquainting Kuwaitis with the brand and introducing high quality watches.

AT PRESENT Great projects around the West End brand are now under development, notably with the opening of a network of luxury boutiques in Kuwait and with the launch of several new watch lines placing a stronger accent on today’s lifestyles and tastes. One of these new lines that will be available at the end of this year is the new “Queen Anne” model which will be produced in limited quantities.(100 pcs) in 18 K gold.

STRONG PENETRATION It is said that «West End» watches reached the Middle East region for the first time in 1916 during the First World War when a large group of British and Indian soldiers were sent to the Middle East in a mission to attack Iraq in a

Mr. Yacob passed away in 2004. In gratitude and in his memory the West End Company redesigned the Queen Ann model and produced a series of 1000 watches called Yacob Limited Edition. West End had manufactured the «Queen Ann» watch for the first time nearly 100 years ago.

The watch was one of the most selling watches in the early 1900’s. This watch was a favorite for those who searched for durability and superior quality. It was revolutionary for its time. It was wearable on the wrist, dust and damp proof and came with an extra-thick crystal glass, all in a small 40mm diameter case, unlike the bulky pocket watches of those days.

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bid to eliminate the German-Turkish alliance at that time.

Bulk quantities of this watch were purchased for these forces. What distinguished this watch was its outstanding durability at that time, resisting even the most difficult war circumstances. The brand became famous among thousands of soldiers by virtue of the sale of 50,000 of the «Queen Anne» model to these soldiers.

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Diversity of styles, permanence of quality The year 1929 will remain in memories for the greatest crash in the stock market of all times. Many bankrupt speculators, who were once aristocracy, committed suicide by jumping out of buildings. Even bank patrons who had not invested in shares became broke as $140 billion of depositor money disappeared and 10,000 banks failed.

the bracelet. Only very skilled and enthusiastic watchmakers could achieve such a performance.

Producing watches was somewhat easier than selling them in depressed markets. Financial risks were enormous, and collecting money of sales was always a big question mark as even a reputable company could become bankrupt from one But not so in the quiet little town of La Chaux-de-Fonds, in the day to the other. But our intrepid founders believed strongly Northern part of Switzerland and home of the Swiss tradition in their skills and set off to many European countries and the of quality and innovation in watch manufacturing! In spite of Middle East to show and sell their watches. Success was slow the Great Depression which followed the stock market crash but steady. of 1929, a small group of bold watch lovers and technicians stubbornly ignored the financial turmoil and proudly founded Gradually, watchmaking became more and more industrial. the Jovial watch company.

Instead of producing all parts of the watch in one single That was the time when every part of the watch had to be factory, small production shops were established, each one produced in house, from the movement, case, dial, hands to specialized in its own product, such as case, dial, hands,

bracelet, and so on. Parts of the movements were produced with semi-automatic machines but were still assembled in the watch company. As such -for that time- «modern» production units increasingly developed in Bienne, Jovial factory recognized the need to be closer to them and moved to that city in 1946, just after the end of Second World War.

Jovial also participated in Baselworld 2008, held in Basel, Switzerland from April 3 to 10, 2008. jovial launched its latest collection in a great innovation of display and stand in the Hall of Fascinations.

From that time, the skill and success of the company resided in choosing the right component at the right price and depended The company is also well represented in duty free shops largely upon the general design of the watch, which had to in different countries in the world, adding constantly new reflect the right mix of traditional and progressive ideas. outlets.

Gradually, the company had to hire more and more watchmakers to follow up with demand. Besides normal watches, customers began to ask for specialized ones, such as those used by nurses, railway personnel or sportsmen.

The Jovial collection surprises one at first glance by its extremely broad diversity. Classical, sports or designer look models; self-winding or quartz movements; round, square or rectangular cases, leather straps or metal bracelets & Diamond collections.

Going with the new changes in the world, Jovial has kept up its high quality and creative craftsmanship.

All watches are produced in accordance with the highest standards of precision and reliability, with tremendous attention to detail and using rigorously selected materials.

Jovial is taking part since long time in the world’s most renowned international watch fair, Baselworld, in its own designed large stand, where new models are unveiled every

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year. Other fairs include United States, Ukraine, India, Middle East, and so on.

In fact, Jovial has always been attentively listening to requests and comments of the markets and the clients in order to fulfil their needs and expectations. At the same time, Jovial is constantly designing new models in conjunction with tomorrow’s fashion trends. Maybe this attitude of listening and innovating is one of the reasons why Jovial not only survived the difficult times, but steadily grew to become one of the undisputed market leaders, especially in the Middle-East.

Having established in this area more than 55 showrooms exclusively devoted to the sale of Jovial watches, perfumes, neckties, sunglasses and leather accessories, Jovial is now expanding to other world markets to respond to an increasing demand for good quality branded products at a reasonable price. Connections are now being established in the United States, the Caribbean, Central and South America, Eastern Europe and Asia. Agents are carefully selected to meet the high demands of Jovial for a quality, fast and irreproachable after-sales service, which is the key to customer satisfaction and uninterrupted success of the brand since 1929.

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Switzerland Your Health Destination

and rivers are so clean that they safe to drink from. A perfect environment, then, in which to promote your own health and beauty to the highest level. Choose the natural option- come to Switzerland.

A label that guarantees quality

“Alpine Wellness” is new seal of quality that will help you on your personal journey. It applies to wellness hotels in the alpine region (Switzerland, Austria, Germany and Italy).

Five Swiss hotels have so far met the strict criteria and won certification. All enjoy a close connection to their own religion in terms of cuisine, the herbal treatments they use or their choice of construction materials. And central to their activities is the promotion of health and beauty.

Mountain oases and southern sunshine

The pursuit of “Alpine Wellness” in the Swiss mountains is becoming more and more fashionable, and the number of devotees is rising steadily. Particularly popular with guestsof which an increasing proportion are men- are the new hammams. Alongside the high alpine spas, those in sunny southern canton of Ticino are providing to be a big draw, thanks to their incomparable Mediterranean flair and lush natural beauty of their setting.

Active Wellness – Relax as your pulse races

All you need is a pair of skates, skis or hiking boots- and you’re off! Switzerland’s mountains offer the perfect backdrop for an energizing holiday.

Get high and get happy

Let others worry about day-to-day practicalities – the cablecar attendant, the landlord of the alpine inn or the ranger.

They are there so you can concentrate on enjoying the glorious nature all around – whether you’re freewheeling on a mountain bike, hiking a trail, or gliding on inline skates along a riverbank path. For nature is the best wellness product of all, especially in incomparably beautiful Switzerland. Then come back to your hotel for seductive scents, relaxing baths, restorative massages- and people who do everything to keep you far from the stresses of day-to-day life.

Come to Switzerland and let yourself be spoilt. You might come for the sake for your health but your spirit will benefit as much as your body.

Breathe in and chill out

Of course beauty comes the inside. But that’s not quite enough. You can drink lots of water and eat the healthiest of foods, but without special care our skin and body suffer with time. More and more hotels are offering a wide range of nurturing treatments to help counteract this process. These are based not only on Far Eastern traditions and oriental rituals, but also

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on techniques using local plants and herbs. The use of such natural sources of energy has a beneficial long-term effect on health and beauty- and helps promote a sense of well-being.

Land of health

The description fits perfectly. For no other country can match Switzerland’s uniquely unspoilt nature or healthy climate. The celebrated alpine air is as pure as it is invigorating; the lakes

Some like it cool

Lounging around all day long can be okay- sometimes. But it never gives you that happy feeling of fatigue that you get from a day in the great outdoors. We’re not talking about breaking any records: it’s enough just to breathe the forest air again, to listen to the sounds of the river, or to look out over the world from a mountain top. In the evening, when your muscles are pleasurably tight, a session in the wellness area is enough to bring on a deep and healthy sleep.

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Spas for a short break

Head high up in the mountains – and slow down. Enjoy the sensuousness of nature and the grandeur of the Alps. Witness the natural spectacle of the play of the elements. Take your fill of alpine energy and mountain air and feel on top of the world. And treat yourself to whatever kind of wellness takes your fancy. Alpine relaxing is all about joie de vivre and beauty; alpine fitness revolves around well-being, energy and spiritual strength; while Alpine health is geared towards alleviation of symptoms, healing and prevention. Up in the mountains, of course, you also have access to some of Switzerland’s most beautiful day spas: places that pamper body and mind and soothe the soul.

Private Spa – Luxury for body and soul

Inner peace and outer beauty: a spell in a private spa promises precious time together and a long-lasting sense of wellbeing.

Relax and reconnect

Some like it hot

There are also the extreme types- those who will get up before dawn to be the first to stand with their snowboard on slopes of untouched snow. Or who will tackle a couple of mountain passes on a racing bike, or set off on a particularly challenging trail on foot. For such people, Switzerland offers 1,001 possibilities for hitting a natural, healthy high – and for staying on top form (and it has the wellness hotels for giving you another natural boost afterwards).

Drop in and bliss out

It works almost like magic. Try it: just take it a day out, book into a day spa with friends or partner , let go – and see what happens. The moment you breathe the healing vapours, and feel the deft hands and soothing oils, day-to-day life becomes a distant memory. Any symptoms of stress seem to melt away; your body relaxes, your soul is soothed and your mind is refreshed.

The business of pleasure

Always mix business with a dose of pleasure: this should almost be a mantra for modern life. Day spas in and around Golf is addictive – but it’s a healthy addiction. As you play cities offer the perfect environment for doing just that. Their you quickly clock up the miles, in fresh air and surrounded by wellness facilities are geared up specifically to offer treatments nature. You barely noticed the effort you are putting in, until that in a short time have a long-lasting effect – so that you are you have holed out on the home green and put down your in top form to tackle the challenges of the following days. clubs in the corner of your hotel room. Then its time to have a stretch, grab the bathrobe and head for the spa. That way Shop but don’t drop you will be as relaxed as you can be later on, when its time to There’s no better wellness experience than an extended tackle the gourmet menu. shopping trip, some people say. We find that there’s no better wellness experience than the one after a shopping trip! The thrill of bagging the perfect purchase, followed by a Day spa - a taste of happiness Whether you are on a business trip, a short break or a full- massage or beauty treatment, is the ideal prelude to a happy blown holiday, treat yourself to a day out of the ordinary: even conclusion to the day – particularly when a special dinner is yet to come. a quick stint in a spa can work wonders.

Some like it green

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More and more couples are discovering for themselves this most exclusive form of relaxation, and treating themselves to a couple of hours in a private spa suite. In a sensual atmosphere and free from interruption they enjoy what is all rare in day-today life: the feeling of having all the time in the world for one another. Wellness hotels are increasingly meeting this need, providing not just the setting but also exquisite products with deep effects tailored to each ritual – and of course first class trained masseurs.

Wellness Plus: hotels with a guarantee of quality

Wellness Plus is the seal of quality for personally run, firstclass wellness hotels in Switzerland that offer consistent allround care for the most discerning of guests. The label stands for a comprehensive and clearly defined wellness programme that is based on the six wellness elements: movement and fitness, water, warmth, beauty, nutrition and relaxation. To gain the label, hotels must meet strictly defined criteria (see www.wellnessplus.ch). The power of Alpine nature also plays an important role, through the hotel’s location.

The Wellness Plus hotels have set themselves the goal not only of providing top-quality wellness services but also of bringing about a sustainable sense of wellbeing in their guests. The hotels’ Everyday Exercices guide, for example, shows how small changes to one’s daily routine can have lasting benefits on health and fitness. Guests can find further ideas on the website www.wellnesskochclub.ch, where they can download free, seasonal recipes from the light, delicious and easily digestible Wellness Plus menus of all the member hotels.

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SWISS BALANCE The Swiss Beauty Treatment BEAUTY…OUR CHALLENGE Our life-styles, stress, pollution, climate changes, exposure to sunlight, dietary imbalance, together with tobacco, alcohol and the lack of sleep upset the balance of the skin and accelerates the aging process.

The Swiss line is composed of perfectly suited products for all skin types and ages. Our combination of groups of active ingredients provides maximum hydration and, in long-term, balances sebaceous secretions, firms and tones the skin.

Detoxifying, purifying and cleansing the skin, stimulating the natural defenses, solving the problems specific to each skin type and, above all preventing and treating aging of all skin… is the challenge met by Swiss Balance!

THE BALANCE OF BEAUTY AND NATURE The Swiss Balance Basic Line is the result of meticulous research and was developed in the finest laboratories in Switzerland. The line was developed to offer a greater choice in natural and biotechnological products, therefore eliminating ingredients of animal origin in beauty-care products.

Our laboratories, at the cutting edge of Swiss cosmetic technology, chose natural and organic substances that are not contaminated by chemical agents. We have created a compact and perfectly balanced line by developing a concept that does not stipulate care terms of age, but is adapted to the demands of the different types of skin.

Each product is a treatment in itself. The active ingredients and the products were formulated in such a way that they can be used in synergy providing maximum effectiveness and results.

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These are Switzerland’s 9 Wellness Plus hotels

Stress Management

• Hotel Adula, Films-Waldhaus • Ferienart Resort and Spa, Saas-free • Hotel Hof Weissbad, Weissbad/Appenzell • Wellness- & Spa-Hotel Beatus, Merligen-Interlaken • Wellness- & Spa-Hotel Ermitage-Golf, Gstaad-Schönreid • Parkhotel Belleveu & Spa, Adelboden • Wellness-Hotel Chasa Montana, Samnaun • Grand Hotel Hof Ragaz, Bad Ragaz • Cresta Palace Hotel, Celerina/St. Moritz

Package for 2 nights including half board, stress test, stress reaction profiling and stress management training with a personal coach, 1 full-body massage.

USING SENSORY THERAPY IN BEAUTY Sensory therapy is the foundation of Swiss Balance skin care.

Choosing a treatment that is suitable to one’s skin type and provides comfort and well being is not easy to find. We must draw upon our senses: smell, touch, and sight. Fragrance, consistency and appearance not only give physical but also psychological pleasure. Such senses act directly at the moment of application and trigger emotions and memories, allowing one to escape into a gentle world of complete relaxation and beauty.

‫م�ؤ�س�سة الكويت و�سوي�سرا لال�سترياد والت�صدير‬ KUWAIT SUISSE IMP. EXP. EST. P.O. Box 64869 Shuwaikh 70459 Kuwait

Tel. 2415952 Fax 2415950

Swiss education system:

Diversified but coherent

have access to the traditional academic universities, or they may enter a university of applied sciences after completing a one-year internship or work placement.

Upon completion of compulsory schooling students can follow an apprenticeship which leads to a professional baccalaureate or professional maturity certificate (“Berufsmaturitat”).

Holders of this certificate are entitled to study at a university of applied sciences or, after passing a supplementary examination, at a scientific university. Higher education in Switzerland comprises both academic studies at the traditional “scientific” universities and Federal Institutes of Technology and rather more professionally oriented studies at the Universities of Applied Sciences (“Fachhochschulen”/“Hautes Ecoles Specialisees”).

Cantonal Universities and Federal Institutes of Technology

Only the 10 official cantonal universities and the 2 federal institutes of technology offer courses according to the Bologna declaration with fully recognized Swiss diplomas and are allowed to confer doctoral and PhD titles. If you want to be sure about the quality of the institution of your choice as one of the twelve Swiss universities, please watch out for their registered trademark:

Cantonal Universities

Switzerland is the European country of education. With 21 percent foreign students and 40 percent foreign professors, Swiss scientific universities are the most international in Europe. Composed of 26 cantons, Switzerland is a federal state in Central Europe. It is a nation shaped by the resolve of its citizens: it is not an ethnic, linguistic or religious entity. The culture of Switzerland, in fact, is characterised by the diversity of its geography, its languages and its religious affiliation.

Studying in four languages and cultures in reachable distance is only possible in Switzerland.

How it works

Very broadly, the Swiss education system may be broken down into three levels: primary, secondary and tertiary. A “pre-school” level can be distinguished as a preparation for primary school. Pre-school is optional, but it offers preparation for compulsory education and is an entitlement enjoyed by children in every canton.

For its part, the secondary level is subdivided into two parts, one being compulsory and the other not. Compulsory schooling is the basis of the Swiss education system. It generally lasts nine years, split between the primary and lower secondary Switzerland is internationally recognised as a leading centre for levels. In most of the cantons, primary school lasts six years. research, and is home to a number of institutes of world-wide It is followed by lower secondary school, which often lasts importance. The economy in Switzerland is based on a highly three years. Completion of this stage of education ends the qualified labour force performing highly skilled work. The obligation to attend school. main areas include micro-technology, hi-tech, biotechnology and pharmaceuticals, as well as banking and insurance Schooling at upper secondary level ordinarily lasts three knowhow. In a league table compiled by the Financial Times to four years, with an upper secondary school qualification in 2001 Switzerland was ranked highest among countries best entitling students to enter tertiary education. Holders of a placed to develop their high-technology industries. baccalaureate or maturity certificate (“gymnasiale Matura”)

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There are ten cantonal universities in Switzerland: Those of Basel, Berne, Fribourg, Geneva, Lausanne, Lucerne, Neuchatel, St Gallen, Zurich and Lugano (Italian-speaking Switzerland).

Most of them have been evolving over a number of centuries in step with social and economic needs, always in harmony with a humanist ideal. The oldest Swiss university is the one of Basel. It was founded in 1460 and has thus been in existence for over half a millennium. The Universities of Italian-speaking Switzerland and Lucerne are the most recent ones.

In addition to the institutes of higher education mentioned above, there are a number of private colleges which offer courses based on the Anglo-Saxon system. The studies and examinations offered by these colleges are not recognized in Switzerland. Some of these colleges may even offer courses which are not serious. We therefore advise anyone interested in following such a course to make careful initial investigations into the problem of recognition.

Federal Institutes of Technology

The two Federal Institutes of Technology produce highly qualified engineers, architects and scientists. Since the mid19th century, the Confederation has played an active role in national science policy. While it began by creating its own polytechnic in Zurich, the Federal Institutes of Technology now comprises six schools: the two Federal Institutes of Technology, in Lausanne (EPFL) and in Zurich (ETHZ), and four research institutes – the Paul Scherrer Institute,

the Federal Institute for Woodland, Snow and Landscape Research, the Federal Laboratory for Materials Testing and Research, and the Federal Institute for Water Supplies, Waste Water Treatment and Water Resources Protection.

Universities of Applied Sciences

Switzerland has since 1997 seven universities of applied sciences, which are organised regionally. The missions of the universities of applied sciences (UAS) cover teaching applied research and development, services to third parties and joint endeavours with other training and research institutions in Switzerland and abroad. They play an active role in the country’s economic and social life by acting as an intermediary in transferring knowledge and technologies. National networks of UAS competencies should give significant impetus to cooperation among them, as well as with universities and the economy.

High schools and hotel schools

The tradition of Swiss private schools dates back to the end of the 19th century when the first establishments opened their doors on the banks of Lake Geneva. The arrival of the Orient Express in 1880 saw demand for places increase with the influx of a well-to-do clientele to our regions. Following a few days of relaxation, parents would continue their journey onwards to Paris, London or Istanbul, trusting their children to the care

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of our fine schools. During the 20th century the reputation of private schools was reinforced by their education based on tolerance and respect for others.

Cultural diversity makes our schools truly unique. Not only do our students learn basic academics in their classrooms, everyone will get firsthand experience as young ambassadors and diplomats, meeting with children of different ethnic, linguistic, religious, family and cultural backgrounds. Everyone is a foreigner. No one nationality is a dominant majority.

Friendship is the major currency in this universe. Fluency in more than one language after a few years in our country is highly encouraged and attained.

How to Proceed When Wishing to Study in Switzerland

Contact the university or school of your choice. The preapplication procedure for some universities and schools can be done online. Please check the website of your chosen institution.

Immigration Formalities

When you have received confirmation of acceptance by a Swiss school or university, please contact the Swiss embassy in your country for information on entry formalities for Switzerland.

Language ability A good knowledge of the language of instruction (either

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German, French, Italian and, for some courses, English) is a prerequisite for admission to any Swiss university.

Foreign school or college certificates

Candidates should possess a state-recognized Swiss matriculation certificate or a foreign certificate recognized by the university as being equivalent. More information on the assessment of your certificate can be found in the list compiled by the Committee for Admissions. These requirements apply to admission to any Bachelor study. As a precondition for admission to Master studies candidates must, in any case, hold a Bachelor degree in the same course of studies. The university itself will inform applicants about further specific admission requirements to Master, PhD or Executive Master Studies.

List of venues for Euro 2008 Switzerland Basle, St Jakob Park (capacity 42,500) - the stadium capacity is being increased for the tournament from its present level of just over 33,000. Home ground of FC Basel.

Geneva, Stade de Geneve (capacity 30,000) opened in 2003 and the home ground of Servette FC.

ticket, you can make use of special Euro 2008 rail passes: the Euro 2008 General Abonnement (unlimited travelling), the Euro 2008 Half Fare Travel Card (to buy discounted tickets) and the Euro 2008 Host City Ticket (for travelling in one town only). If you have other travel needs, or if you would like to extend your visit and enjoy your holidays in Switzerland, multiple rail passes are available which are independent of Euro 2008: • Swiss Pass - Unlimited travelling for 4, 8, 15, 22 days or a month

Zurich, Letzigrund Stadion (capacity 30,000) - the stadium is due to open in September 2007 and will • Swiss Flexi Pass - Unlimited travelling on nonbe the home ground of FC Zurich. consecutive days within a month Berne, Stade de Suisse Wankdorf stadium (capacity 32,000) - the original stadium was the venue of the 1954 World Cup final, was demolished in 2001 and rebuilt, opening again in July 2005. Home to BSC Young Boys.

Austria Vienna, Ernst Happel Stadion (capacity 50,000) the stadium has held four European Cup finals.

Salzberg, Stadion Salzberg Wals-Seizenheim (capacity 30,000) - the stadium opened in 2003 and the capacity will be increased for the finals.

Innsbruck, Stadion Tivuli Neu (capacity 30,000) - home ground of FC Wacker Tirol. The stadium capacity is being increased for the tournament.

Euro 2008 Set for Kickoff The European Football Championship of 2008, Euro 2008, will be organized by Austria and Switzerland. The qualifying round was completed on 21 November 2007. The tournament starts on 7 June 2008 with the group phase. Quarterfinals take place between June 19 and 22, the semi finals on June 25 and 26 and the final match is on June 29. The host towns in Switzerland are Basel, Bern, Geneva and Zurich.

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Klagenfurt, Worthersee Stadion (capacity 30,000) - the stadium opens in 2007 and will be home to FC Karnten.

Rail Passes for Switzerland during Euro’08 The usage of public transportation is included in each match ticket. You can travel from your resort to the stadium and back for free, anywhere in Switzerland and Austria. If you do not have a match 95

Event Diary 2008

The «Top Events of Switzerland» are seven world famous events in the areas of Art, Film, Music, Golf, Track & Field, and Horse Racing.

These individual «summit meetings» reflect a certain lifestyle and by virtue of the quality of the works exhibited, the presentation of exceptional musicians or the participation of top athletes, clearly belong to the best in the world. The common denominators are the style and ambience of the appealing venues and the perfect, individually-aligned organization. These fantastic events unite Switzerland’s cultural, linguistic, culinary or scenic charms in an exceptional diversity.

Art Basel (June 4 - 8, 2008),

Montreux Jazz Festival (July 4 - 19, 2008) Locarno International Film Festival (August 6-16, 2008) Weltklasse Zürich (August 29, 2008 ) Omega European Masters (September 4 - 7, 2008) Lucerne Festival (August 13 – September 21, 2008, At The Piano, November 17 - 23, 2008)

Be sure not to miss out on any of the year’s major cultural and sporting events in Switzerland: Plan ahead and write the dates down in your dairy now. Art Basel (June 4 - 8, 2008), Art Basel (Fax +41 58-206 26 86, info@ArtBasel.com , www.ArtBasel.com, Montreux Jazz Festival (July 4 - 19, 2008), Tel.+41 (0)21 966 44 44 , info@mjf.ch , www.montreuxjazz.com, Locarno International Film Festival (August 6 - 16, 2008), Tel. +41 (0)91 756 21 21, info@pardo.ch , www.pardo.ch, LUCERNE FESTIVAL (At Easter, March 8 - 16, 2008), Tel.+41 (0)41 226 44 00, info@lucernefestival.ch, www.lucernefestival.ch, Weltklasse Zürich (August 29, 2008 ), Tel.+41 (0)44 495 80 90, office@weltklassezuerich.ch, www.weltklassezuerich.ch, Omega European Masters (September 4 - 7, 2008), Tel.+41 (0)27 481 27 02, eMail: golf@agencebarras.ch, Top events of Switzerland internet: http://www.topevents.ch

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