Roman Haller
DE
Loom in the Arm AG factory in Biglen, 2014Biglen
Cairns high above ZermattZermatt

Roman Haller

I come from Biglen near Bern, trained as a cabinetmaker and have lived in Zermatt since the early 1990s. For more than 25 years I have worked in hospitality, tourism and real estate.

Today, through my private office ARM, I bring together investors, developers, operators and communes.

Portrait of Roman Haller
Workbench in the Arm AG factory, 2014. Photo: Gaudenz Danuser
Workbench in the Arm AG factory, 2014. Photo: Gaudenz Danuser

Two places

In 1861 Friedrich Arm founded a reed-making workshop in Biglen. Over five generations it became a maker of treadle and pattern looms, until the 1980s. Arm AG is our family company. After my apprenticeship as a cabinetmaker I worked there in production, sales and administration.

In the early 1990s I came to Zermatt as a ski instructor and, with friends, founded the first private snowboard school in the village. I stayed for the work and the mountains, and later for my family.

In 2014 I took over Arm AG and by 2020 had converted the factory site into studio apartments. Today the company is my private office in Zermatt. The name has stayed.

Work

Factory hall before the conversion, 2014
Factory hall before the conversion, 2014
After the conversion, 2020
After the conversion, 2020

2015–2020

Biglen factory site

Conversion of the former loom factory: 3,000 m³ into studio apartments, volume CHF 8m. As owner I was responsible for the business and financial plan, the architectural concept, cost, schedule and quality. Together with the architecture magazine Hochparterre we accompanied the conversion with events on site. The property has been sold.

3100 Kulmhotel Gornergrat with the Matterhorn
3100 Kulmhotel Gornergrat with the Matterhorn

2008–2021

3100 Kulmhotel Gornergrat

Relaunch and repositioning of the highest hotel in the Swiss Alps: marketing and sales strategy, online distribution and sales trips to Europe, North America and Asia. From 2014 to 2020 I also sat on the board of Gornergrat Experience AG, the joint venture of BVZ Group and Matterhorn Group.

Grand Hotel Zermatterhof in the evening
Grand Hotel Zermatterhof in the evening
Lounge at the Grand Hotel Zermatterhof
Lounge at the Grand Hotel Zermatterhof
Hotel on the Riffelberg in winter, with the Matterhorn
Hotel on the Riffelberg in winter, with the Matterhorn

2008–2021

Grand Hotel Zermatterhof and Riffelhaus 1853

Repositioning of the Grand Hotel Zermatterhof and its restaurants, rebranding of the Riffelhaus 1853. For the Matterhorn Group hotels also a central reservation system and group-wide reporting, with 21% more revenue in 18 months.

Base camp during the rebuild of the Hörnli hut, 2014. Photo: Gaudenz Danuser
Base camp during the rebuild of the Hörnli hut, 2014. Photo: Gaudenz Danuser

2014–2015

150 years since the first ascent of the Matterhorn

Roadmap and partnership concept for the 2015 anniversary. For the Hörnli hut, rebuilt at the time, the communication, the partnerships and the website. During the rebuild a base camp stood at 2,880 m.

More work

2024–2026

Communes and developers in the Upper Valais

With Quant AG: business and operating plan for Camping Täsch, use evaluation for the Turbina site in Zermatt, roadmap and space programme for Rifugio by CERVO in Täsch.

2001–2002

Expo.02

Deputy project manager for Swisscom at the Swiss national exhibition, project controlling of a CHF 74m engagement.

Career

  1. 1989–1993Apprenticeship as a cabinetmakerSchreinerei Aeschlimann, Walkringen
  2. 1993–1996Arm AG, BiglenProduction, sales and administration in the family business
  3. 1993–1997Stoked snowboard school, ZermattCo-founder of the first private snowboard school in the village
  4. 2000Tourism Specialist HFSwiss School of Tourism, Sierre
  5. 2001–2007Swisscom AGExpo.02, European marketing at Swisscom Eurospot in Geneva, marketing manager
  6. 2008–2021Matterhorn Group, ZermattDirector Revenue, Marketing & Sales, member of the executive board
  7. 2014–2020Gornergrat Experience AGMember of the board of directors
  8. since 2014Arm AGOwner and chairman of the board
  9. 2020IMD LausanneExecutive MBA
  10. since 2024Quant AG, FlimsBusiness associate on a mandate basis

ARM – Private Office

With ARM (Arm AG, Zermatt) I bring together investors, developers, operators and public institutions, in Switzerland and internationally. The focus is on managed real estate: hotels and resorts, serviced apartments and managed residences, branded residences, workation and mixed-use sites, as well as location and destination development.

The work starts with research. Who owns a property, who decides, where is something moving? Then I approach the people directly.

Visit arm.swiss

Cycling and mountains

In August 2023 I rode from Zermatt to Bern over all 124 official Swiss road passes of the time.

124passes
21days
1,916kilometres
54,310metres climbed

Read the 21-day diary (in German)

Pass road above Gletsch, August 2023
Pass road above Gletsch, August 2023
Il Lombardia Gran Fondo on Lake Como, 2025
Il Lombardia Gran Fondo on Lake Como, 2025
On the Umbrail Pass, August 2023
On the Umbrail Pass, August 2023
Strade Bianche Gran Fondo, 2024
Strade Bianche Gran Fondo, 2024
Ronde van Vlaanderen, 2025
Ronde van Vlaanderen, 2025
Cobbles at Paris-Roubaix, 2023
Cobbles at Paris-Roubaix, 2023
Grosse Scheidegg with the Wetterhorn, August 2023
Grosse Scheidegg with the Wetterhorn, August 2023
Il Lombardia Gran Fondo, 2025
Il Lombardia Gran Fondo, 2025

Classics

  • 2023Tour de Suisse Challenge1,131 km, 18,790 m of climbing
  • 2023Paris-Roubaix Challenge170 km over the cobbles
  • 2024Strade Bianche Gran Fondo144 km on gravel, finish in Siena
  • 2025Ronde van Vlaanderen229 km
  • 2025Liège-Bastogne-Liège253 km
  • 2025Il Lombardia Gran Fondomore than 110 km, Ghisallo and Sormano

In the mountains: 21 four-thousanders and the Patrouille des Glaciers. In Zermatt I coach the MTB youth team.

Contact

E-mail is the easiest way.

rh@arm.swiss