Switzerland was once known for its high regard for private property rights. Recently it is has started to violate those rights by forcing banks to turn over the names of account holders to the US government. Not a great trend.
Another aspect that makes Switzerland an attractive place for people and businesses is the Swiss governemnt's neutral policy. The Swiss government is not deploying the Swiss military around the globe to fight terrorism, to spread democracy, to advance its own power, or other such murderous government programs. The Swiss people do not have to worry about the payback that arrives because of such depraved government programs.
The Swiss were traditionally extreme advocates of individual gun rights which allows the people to provide protection for themselves against others and against the government. This too is changing (read section on The Enemy Within) in a not so favorable direction.
I also belive the Swiss Franc was the last major currency to sever its tie to gold. The currency use to be highly desired due to its tie to gold. I think the currency is still highly regarded but the Swiss central bank is participating in the currency war and has attempted multiple times in the past couple of years to debase its currency so it does not appreciate against the euro or dollar.