Michel Hueter (*1972) completed an apprenticeship as a qualified waiter, attended commercial college and training to become an expert in PR. After seven years in public relations for various Swatch Group AG brands, he expanded his practical experience in a Zurich PR agency specializing in public affairs and corporate communications.
From 2001 - 2008 he worked for the nation branding organisation Presence Switzerland of the Federal Department of Foreign Affairs. Responsible for West and Southeast Asian markets, he also developed the nation branding training program for the embassies and consulates.
From 2004, he was responsible for the marketing communication of national appearances at major international events such as the World Expo 2005 in Aichi, Japan.
In the course of a brand repositioning, he returned to the Swatch Group brand RADO as Head of Communications International. Between 2011 and 2017, he worked as Managing Director and Curator for the Swiss Design Prize. In 2018, together with two other partners, he assumed responsibility for the organization.