Good morning from Zurich, Switzerland, where we got snow! Not too much, 5 cm maybe, but still: Winter is here in its glory and with its hassles. I guess I won't take the bike to the factory today as usually, the roads are cleared from snow and ice but the right side of the road where the bikes are supposed to move are the area where all the snow and ice goes....

So... I am a Swiss brand, working in Zurich. Yesterday, I published this picture on facebook, saying "Exgüsi" which translates into "sorry" but without really apologizing deeply. A typical Swiss German word. I did so together with some text in Swiss German that won't translate by Goggle translation software. Ha!

Switzerland is small, and although Google has a headquarter here in Zurich, they won't invest into translating Swiss German.

I am running a small venture here in Zurich, but the amazing thing is (and it is quite typical for small Swiss brands): I am selling about 95% abroad. That's why I published the picture, figuring: " Hey! It is time to tell my fellow Swiss perfume lovers that I am out there, too". I always refer to the prophet in his land: Overheard or not listened to up to the moment when outsiders praise him/her. Having said that: Switzerland is one of the major players when it comes to fragrances, scents and aroma.

I'd bet: a good portion of the food you find in your fridge has some aroma molecules coming from Givaudan. And I'd bet that a good portion of your perfume collection (not tauer) was created in the Swiss laboratories of IFF etc.

Here comes the irony: Many perfumes these days are marketed as "French" (or any other country that you wish), they are designed in Switzerland, sometimes made in China or at least filled and packed into Chinese boxes and bottles, with some of the production still being in France to get the label "made in France".

Switzerland is small and thus we Swiss have a tradition of looking outside of our country for opportunities and news. For instance, the Swiss TV news brings on average more news about what is happening in the world compared to the German TV news stations. Maybe it is simply because there's not enough happening in Switzerland, too.

Which -these days- is a blessing!

And now: wish me luck that my fellow Swiss perfume lovers will look for scented goodies inside Switzerland.


4 thoughts on “Exgüsi”

  • As an expat from the large canton I often struggle with the tension between the proud Swissness approach and the overall low self-confidence of this country. For me it's hard to predict if in any occasion the first or the latter model will be pulled.

    Best New Year wishes to you!

    PS: Same here, gave the bicycle a rest, too much snow up in Witikon.
    PPS: New glasses? Nice.

  • Marcus, that's pretty much perfect how you describe "our way". Being half German I can totally relate. And quite often, I feel this struggle myself .... There's work to be done there.... and the glasses: These are my computer (and canvas painting glasses): Perfect for about 1 meter distance :-) the other glasses correct closer distance and further away. A complicated life when you are 50+ ....

  • Switzerland is small, but lots of good things come out of there. I follow prefessional road cycling, and there are several very good racers, including an olympic gold medalist. Several excellent sailboat racers too. When I think of Switzerland, I think of pride in excellence and independent thinking. Both admirable qualities!

  • ha, Tara! You know more about Swiss racers on bikes or in boats... I am totally clueless there :-) About independent thinking: There is some truth to that. I often compare our situation to Germany as we are sort of close, and what I consider a German "Leithammel mentality". You have a cancellor, declaring a welcome culture, and then there is little room to ask critical questions... Then it takes a year and the "Leithammel" declares a tough line... but I guess I am leaving the scope of this blog now :-)


4 Item(s)

Leave a Reply