Ruedi Külling refers to himself as a creator, which is a good way of describing what he has remained throughout his long and varied career. Külling entered the Zürich School of Art in 1951. From 1956 he worked in Milan, London, Chicago and Zürich. His job in Zürich was at the advertising agency Advico. He advanced from his position as head of the creative studio to become a member of the management team and later co-owner of this renowned Swiss agency, together with Bruno Widmer. When they sold the agency to the Young & Rubicam Group in 1989, he founded Külling Identity, a corporate identity agency. In 1996 Ruedi Külling founded Xemex Swiss Watch. With Xemex he was finally able to fulfil his wish of designing a product and following it from the name through the product itself to the communication stage. Awards include: Golden Lion, at Cannes Commercial Film Festival for Bic campaign; 17 diplomas from the Swiss Federal Department; and Xemex Offroad GMT Watch of the Year 2001.