Our brands

Since 1890 the "Julius Bär" brand has stood for mutual trust, professional competence at the highest level and the passion to ensure the complete satisfaction of our clients. The credo of our founder - "When human interaction is based on trust and absolute integrity, both sides benefit" - has imprinted itself into the current culture of our company. At Julius Baer, like-minded professionals come together with the goal of putting forth extraordinary effort in the practice of private banking and asset management in its purest form. That this singular goal exists within the framework of huge cultural diversity is no contradiction, because we consider it one of our strengths to be able to serve the varied needs of an internationally oriented clientele across barriers of language, geography and professional specialties.

This goal is made explicitly clear through the strategic market positioning and the claim, which sums up the brand promise: "COMMITTED TO EXCELLENCE" contains the pledge of the Julius Baer Group to impress clients by means of outstanding effort, innovative products and services. This claim should communicate a positive force in today's highly competitive environment, internally and externally, as well as serve as an orientation guide and a lasting summation of company success.