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It is not unusual for a country to be shaped in the public gaze by some of its most stereotypical facets. For some, France will always be the Eiffel Tower, a striped T-shirt and a baguette in a bicycle basket. Germany’s image will forever have something to do with beer and sausages. As for Switzerland, the next three words choose themselves. Mountains. Clocks. And, depending on the sweetness of your tooth, cheese or chocolate.
What connects footballing superstar Lionel Messi, A-lister George Clooney and TV personality Chloe Madeley? No, it’s not the surprise line-up for the next celebrity reality television series, rather they have all been patrons of Crans-Montana – the Swiss ski resort that’s staging a remarkable comeback after falling into obscurity.