Rex-Royal Strengthens the Swiss Market with New Technical Support
Swiss premium coffee machine manufacturer Rex-Royal is expanding its technical support capabilities. The new Technical Support Switzerland department has been operational since January and provides targeted support to the Swiss sales and service teams. With this step, Rex-Royal underlines its strong commitment to the Swiss market.
With the establishment of the new Technical Support Switzerland department, Rex-Royal sends a clear signal of quality and reliability for its premium fully automatic coffee machines while further strengthening the Swiss market in a targeted and sustainable manner. Acting as a central point of contact for technical matters, Technical Support assists both external partners and internal departments. The department plays a strategically important role within Customer Service and serves as a link between service, sales and end customers. Short communication channels, in-depth technical expertise and close collaboration ensure fast, practical and efficient support.
Michel Krüttli has taken over the management of the new department. He brings his many years of experience in technology and product management directly into operational support. He is supported by Oliver Fitze, who complements the team with his strong technical expertise.
«I am very much looking forward to this new challenge and to contributing my experience from product management and engineering to the development and further expansion of the new Technical Support department.»
Michel Krüttli | Head of Technical Support Switzerland
«Strengthening the Swiss market is a conscious commitment to our home market. With the new Technical Support structure, we ensure that our Customer Service is optimally positioned to provide the best possible support to our customers.»
Martin Alfeld | CFO
Expertise of Technical Support Switzerland
Technical Support provides targeted assistance to the service team in handling complex, specialized and demanding technical issues. Through in-depth expert knowledge, structured analysis and practical solution approaches, fast and sustainable solutions are achieved. In addition, Customer Service teams and partners are trained. Technical Support ensures that service technicians and partners have up-to-date product and system knowledge and are competently supported in their daily work. Structured training programs, technical consulting and continuous support guarantee a high level of service quality throughout the entire partner network. Technical Support also oversees field tests of new solutions and provides technical support for selected key accounts.
Support as an Internal Competence Center
The scope of responsibilities includes the configuration and technical support of payment systems. In addition, Technical Support is responsible for topics such as telemetry, preventive technical measures, data-based analyses, as well as maintenance and service concepts. Statistical settings and analyses are used to optimize system availability, operational reliability and performance.
As an internal competence center, Technical Support Switzerland provides advisory support to employees from sales, service, product management and other departments. By consolidating technical know-how, processes are simplified, interfaces optimized and collaboration within the company strengthened.
About Rex-Royal
Rex-Royal AG is a Swiss family-owned company based in Dällikon (Zürich) that specialises in the deve-lopment and production of professional coffee machines. Since the company was founded in 1937, Rex-Royal has stood for quality, reliability and innovation. The portfolio ranges from fully automatic machines for maximum capacity to modular solutions for individual coffee concepts. With its own research, production and service, Rex-Royal offers everything from a single source – Swiss Coffee Excellence.
Daellikon, January 2026
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Rex-Royal AG
Marco Schwarzenbach
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