Language and the reputation of the location

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The language question also affects the canton's reputation among international companies. Rankings of business locations and surveys of executives include criteria such as the ease of doing business, the availability of English-speaking staff and services, and the openness of the local society. For Zug, the first two criteria are the easier ones to meet, while the openness of the local society is harder to shape through policy. International companies that consider a move to the canton weigh these factors together with taxes, costs and access to markets.

For the canton, the lesson is that the English-speaking business environment is a necessary but not a sufficient condition of its attractiveness. Companies also need their employees and families to feel welcome, to find housing and schools, and to be able to build a life in the canton. The language question is part of this larger picture. A canton that offers an excellent English-speaking business environment but a closed local society will attract companies that send employees for short stays. A canton that combines both will attract companies and people who stay. Zug's future as an international location depends on which of these two paths it takes, a question that Part K examines.

For general information only. This article does not constitute legal or tax advice, does not replace advice on an individual case and creates no lawyer-client relationship. It reflects the legal position as of September 2025.

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Dr Alexander Ressos, TEP

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I am a Swiss attorney-at-law and also admitted as a solicitor in Hong Kong and in England & Wales, with almost 25 years of experience.

Together with my multilingual team, including Chinese, Japanese, Korean, Russian, Ukrainian and French native speakers, I advise companies and their owners from around the world on the full range of banking, corporate, commercial and tax law matters in Switzerland, including international tax planning, fiduciary services, and legal family office services including immigration & relocation or real estate investments. My practice has a particular focus on clients from growth and frontier markets in Greater China, Central Asia and the Caucasus, the rest of Asia, the Middle East, Africa and Latin America, and I equally advise clients from Europe and North America. Through an affiliated Swiss trust company, we also take care of the incorporation and ongoing administration of their companies and other structures, including accounting, tax returns and corporate secretarial services, and I serve as a professional director where required. With the support of a network of first-class cooperation partners, I also implement solutions worldwide.

My approach is to act as a trusted advisor who works directly with decision-makers, on an equal footing: I start from what you want to achieve and shape every structure, contract and tax decision around your commercial goals and how it improves your after-tax return. As “lawyers who make it happen”, my team and I stay involved until your company is set up, your structure is in place and your transaction has closed, and we remain available for any follow-on work that may be required. You benefit from bespoke solutions and personal attention, and sound, friendly and practical advice. We are not the lowest-cost provider in the market, nor do we intend to be; our aim is to deliver well-founded, proper solutions and excellent value for money.

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