DOHA • A musical concert to launch Switzerland's leading bank here?

Why not, if only to celebrate the launch with a big bang, say officials of Bank Sarasin-Alpen, a subsidiary of Switzerland's leading private banking institution, Bank Sarasin & Company Ltd, together with its associate company, Alpen Capital Investment Bank. Set for November 7, the concert dubbed "Global Fusion" which features world-renowned artists from a wide variety of genres, integrated in a single musical experience was originally broached during the bank's launch in Dubai in 2005.

"Supporting art and music is an integral part of the Sarasin culture and the Global Fusion is a brand in itself promoting Sarasin name across the GCC region," said Rohit Walia, CEO and Executive Vice Chairman of Bank Sarasin-Alpen and Alpen Capital. "The event serves as an ideal platform for client interaction and is a fitting expression of pursuit of excellence where musicians who have attained the highest levels of critical acclaim come together to create an unforgettable musical experience".

Walia pointed out the concert underlines not just the multi-cultural nature of its client base but also the increasingly globalised nature of the business world.

"Recognition of the cosmopolitan nature of the region and a taste for high art amongst its clients and business associates led the bank to create an unparalleled celebration of world class music and culture, featuring the greatest personalities from across the world", he said.

The "Global Fusion" features violin maestro Dr L Subramanian, who is collaborating with several other world class artists.

These include Corky Siegel, Hubert Laws, Brahim Fribgane and Saeid Shanbehzadeh.