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Q&A with Michael Kühn, Senior Consultant Nordic Countries & UK at Switzerland Global Enterprise (S-GE)
BSCC: Which industries in Switzerland and the UK present the strongest potential for collaboration, and what are the key drivers of these opportunities?
MK: Switzerland and the UK have a long history of working together across many industries. Today, several industries show strong potential for further collaboration, such as Life Sciences, Financial Services, Fintech, and other technology-driven sectors. Key drivers for further business opportunities include fast developments in cutting-edge research, a shared interest in digital transformation, the rise of fintech, and the increasing demand for high-technology machinery. The tech industries in both countries are growing rapidly, with a focus on AI and cybersecurity. The increasing demand for AI-driven solutions and the digitalisation of businesses offer great opportunities for Swiss companies looking to enter the UK market.
BSCC: What are the primary challenges Swiss companies face when entering the UK market, and what strategic adjustments can they make to navigate these barriers more effectively?
MK: In general, business between Swiss and UK companies runs well. In my daily work as a consultant for Swiss SMEs, I see the main challenges in regulatory differences and the competitive market environment. The UK's regulations and standards can differ from those in Switzerland and/or EU (e.g. UKCA vs CE marking), particularly after Brexit. We strongly advise companies to conduct thorough research before starting new export projects. Of course, we at S-GE, along with our partners such as The BSCC, can assist in finding relevant information and contacts in Switzerland and the UK.
Both countries have highly developed markets in many industries. The UK market is particularly competitive in sectors like finance, tech, or retail, where local companies often have a strong foothold, making it harder for newcomers to gain market share. Swiss companies should focus on niche markets or offer unique, high-quality products and services to stand out. A clear differentiation strategy is key to success in a crowded market and having a strong local partner is crucial for a successful market entry. Together with the Swiss Business Hub and our local network in the UK, we help Swiss companies access potential distribution partners.
BSCC: What untapped opportunities exist for UK businesses to expand into Switzerland, and how can they capitalise on Switzerland’s business environment to enhance their market presence?
MK: Many international EMEA and global headquarters are based in Switzerland, clustered closely together. For companies looking to enter or expand into the EU market, Switzerland is a well-positioned strategic location. Once a headquarters approves a product, service, or software, it can be rapidly launched across Europe, reducing time to market.
Switzerland is ranked as a leading nation for innovation, and Swiss companies benefit from world-class innovation and research expertise that can boost their business and innovation capabilities. The country’s innovation ecosystem is easy to access, offering a large pool of highly motivated talent from all over the world. Additionally, managing intellectual property and research in Switzerland comes with such benefits as tax reductions or grants.
Finally, Switzerland is an ideal location for strategic business development, whether for international supply chain management or optimisation of international functions. International managers in Switzerland confirm that they have more time to focus on work thanks to the country’s lean administration, pragmatic approaches and effective interactions with government and administration.
BSCC: How can S-GE support Swiss businesses expanding into the UK, and vice versa?
MK: For exporting companies in Switzerland and Lichtenstein, we offer a wide range of services along the internationalisation journey. One of our most popular services is our free consulting session, available both online and in person, where we discuss export projects and provide our initial advice on entering not only UK but also global markets. This session is often followed by further clarifications of open questions, a market analysis or a search for a distribution partner in the UK. Together with the Swiss Business Hub UK, located at the Embassy of Switzerland in London, and its vast network, we support companies across all industries in developing their UK market presence. Furthermore, we offer a wide range of online service such as our GoGlobal Cockpit or thematic dossiers about Brexit, Free Trade Agreements, Customs and much more. Get in touch with us and we’ll guide you through our offerings!
As for inbound business, S-GE acts as a business concierge, offering a one-stop shop for companies, where we make sure they meet with the right partners, regions, cantons and experts. We open doors and provide advice on the first stages of doing business in Switzerland. This service is free of charge.
We’re always happy to support companies based in Switzerland or Lichtenstein with export matters, and UK companies looking to establish a presence in Switzerland. We maintain a vast network in both countries with important stakeholders such as industry associations, experts, the Swiss and British Embassies, and of course The British-Swiss Chamber of Commerce! We are convinced that joining forces with all relevant players is key to the success of the member companies of both our organisations and to enhancing bilateral trade relations between our countries!
Contact Michael Kühn
