STUDER AG’s 2026 annual press conference in Thun, Switzerland

Attending STUDER’s annual press conference in Thun, Switzerland was more than just another work trip — it was an experience.

There’s something about flying halfway across the world, stepping into a completely different environment, and immersing yourself in a Western industrial culture. It stretches you. It widens your perspective. You listen more carefully. You observe more closely. Somehow, all your senses are switched on.

Of course, there was the jetlag. The 20+ hours of travel. The sudden change in weather. And that constant internal battle to stay fully alert during back-to-back technical presentations.

But maybe that’s exactly what makes it powerful.

When you’re slightly out of your comfort zone, you start paying attention differently. You don’t just hear the presentations — you begin asking yourself: What are they really trying to say? What is the deeper message?

STUDER’s “Swiss Made” wasn’t just a slogan printed on slides. It was visible in the details — in the story behind Granitan®, in the precision and positioning of the new S23, in their digital direction, in their investment in apprentices, and even in the subtle cultural elements woven into the event.

That’s when I realized — the real takeaway wasn’t just the machines.

It was about understanding the strategic signals behind their Swiss Made philosophy.

Grateful for the journey, the insights, and the chance to translate those “between the lines” moments into something meaningful for our readers.