Fribourg is not the first place that springs to mind when one thinks of luxury, prestige and exclusivity. But appearances can be deceptive. The canton is, in fact, home to a fascinating range of companies and institutions that unostentatiously pride themselves on their attention to detail, mastery of age-old techniques, and commitment to quality. In the following interview, Jerry Krattiger, Managing Director of the Fribourg Development Agency, highlights a different side to the region that has always valued excellence and discretion.

You wouldn’t necessarily say Fribourg and luxury in the same breath?
That is precisely what makes the subject so intriguing. Luxury doesn’t jump out at you or flaunt itself here. It’s ‘quiet’. But as soon as you look a little closer, you discover a host of actors whose standards are on another level. They include companies, craftspeople and designers who transform materials with technical precision, turn every gesture into an art form, and strive for excellence without shouting about it. It’s not about ostentatious luxury. Rather, the focus is on understated, practical, ageless elegance. That is a very Swiss, and very Fribourg attitude!

Which sectors best exemplify this high-end ambition?
The most obvious example is the watchmaking industry. Cartier assembles its iconic watches here. The independent Mauron Musy crafts its exclusive timepieces in the Broye. There is also Mestel which specializes in cutting-edge watch components, and Rolex is building a major new plant in Bulle. But it’s not all about watches! In the luxury food sector, we have firms like Ladurée, Nespresso and Villars Maître Chocolatier, as well as artisans like Maison Amarella and Notes de fèves. Cellap and Margy’s specialize in premium cosmetics, while Gainerie Moderne designs luxury presentation boxes and packaging solutions. All share the same attention to detail and the same exacting standards, both in terms of their work and the end product.

You mentioned gastronomy. Is there a place for regional produce in this luxury line-up?
Yes, indeed. The canton boasts six PDO specialties, meaning they meet the label’s exacting specifications, themselves a guarantee of quality. Take also Gruyère double cream served with homemade meringues, for example. On the face of it, these are simple products. Yet, they constitute a form of luxury that is all about authenticity and elevating local produce. This excellence can be expressed through taste, of course, but also through touch, aesthetics and emotions. Luxury is more than just a monetary value: it’s above all an experience, a rare moment, an exquisite interlude.

Can we say that Fribourg has a luxury ecosystem?
Yes, and it’s getting stronger. There is a real spirit of emulation among artisans, SMEs and major companies who work together or share the same requirements. Take companies like Bcomp or Johnson Electric: they are key partners for the likes of BMW, Porsche and Volvo. They are discreet but essential links in international value chains that demand the highest standards. If we look a little further afield, there is Scott Sports, a Fribourg company whose top-of-the-range bikes and accessories are renowned the world over. There is now a whole network of engineers, suppliers and local partners. It’s a complete ecosystem that is moving upmarket and holding its own.

With innovation as its driving force?
Exactly. In a country with a strong currency, the only way the export sector can survive is through the delivery of innovative and high-value-added products. That is the economic reality. Fribourg’s excellence is underpinned by a scientific ecosystem of the highest caliber. The canton is home to unique research centers such as iPrint in Marly and the Michelin site in Givisiez, both of which play a key role in technology transfer. Institutes like the Adolphe Merkle Institute (AMI), ROSAS and ChemTech push back the frontiers of knowledge and directly support the needs of industry. This scientific expertise is a form of excellence, one that is intangible and indispensable. The ability to think, design and prototype what others cannot yet do is a rare and precious commodity. It is exactly what international companies, and many Fribourg SMEs, are looking for.

Does this excellence extend to the quality of life in Fribourg?
Of course. Mountain biking in the Pre-Alps in the morning, swimming in a crystal-clear lake in the afternoon, then dining in a fine restaurant: these are also examples of luxury. Maybe even the greatest luxury of all! This quality of life adds to our canton’s appeal. There are other examples like the Attila Boutique Boatel, Three-Lakes cruises and hiking in the majestic Gastlosen mountain range. There is also the Murten Festival of Lights, a major cultural event in a stunning setting.

The last word?
Fribourg is a land of values, like the cantonal motto says. But it is also a land of value, a tangible value accrued over time and sustained by high performance, quiet ambition and an eye for detail. This is not an image we’re trying to manufacture but reality. And it is high time that we recognize it. We should accept our good fortune, celebrate it and let it shine. Let’s be proud but let’s stay humble, too.