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E' stato redatto in svizzerotedesco, e non in tedesco, il rapporto annuale presentato da Swatch agli azionisti, perché "Das isch wahri Swissness" (questa è vera 'svizzeritudine'), ha detto ironicamente la presidente del Consiglio di amministrazione Nayla Hayek.
"Abbiamo fatto qualcosa al di fuori delle regole, ma che rappresenta bene l'azienda", ha proseguito la manager.
La provocazione non ha risparmiato nemmeno la busta nella quale il dossier è stato consegnato: Swatch è stata raffigurata come 27esima regione elvetica a fianco dello slogan "Non un cantone, bensì un modo d'essere". Il gruppo leader del mercato festeggia quest'anno i 30 anni dell'orologio da cui ha preso il nome ed ha chiuso l'esercizio 2012 con un fatturato di 8,16 miliardi di franchi e un utile di 1,61.
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