JPMorgan Puts its Name in Lights Over Geneva

JPMorgan has been present in Geneva for almost 60 years. It's commemorating that by putting its name in lights along a prominent stretch.

The neon advertisements on Geneva's lakeside and riverfront streets have a long tradition. Not only do the famous Swiss watch brands such as Rolex, Blancpain, and Tissot illuminate the streets of the Quai des Bergues, the Quai du Mont-Blanc, or the Quai du Générale-Guisan. Financial institutions also make their presence known.

Iconic Location

Now, JPMorgan joins the string of lights on Rue du Rhône with a neon sign. «This new sign is an emblem of our commitment to Geneva,» said Peter Gabriele, the branch's general manager, said Friday. He said the firm has been operating in Geneva for nearly six decades and is an essential hub.

The sign conveys to clients JPMorgan is in Geneva to stay. It opened its second office in Geneva on Rue du Rhône about a year ago and employs nearly 1,000 people there.