We are riders — that fact has guided our every decision since 1974. When quality tires weren't around, we strove to make the best. When people wanted to ride cruisers in the dirt, we made the first production mountain bike. When roadies wanted to go faster, we doubled-down on carbon and built our own wind tunnel.

Back in February 2009 Specialized first opened an office space in Switzerland. In 2012 the Swiss team launched the first E-Bike in the history of Specialized. Today, the E-Bike is one of the most important category of the company and the global Turbo Headquarter is located in Cham near by Zug. With the new and independent organisation of the Swiss market (Hünenberg/ZG) established in 2021, we want to have a stronger regional presence in the future and take on the role of a relevant industry player.