Swiss private bank Bank J. Safra Sarasin has renamed its asset management arm to J. Safra Sarasin Asset Management.

The new brand will also represent sales to institutional investors and wholesale business of the bank.

The bank said that the brand reflects the importance of its asset management operations and its aim to offer long-term investment performance in key areas.

Commenting on the move, Bank J. Safra Sarasin head of asset management, treasury and trading Daniel Belfer said: “While the new brand remains part of the Bank and continues to benefit from its global competencies and infrastructure, we wish to approach the market as a distinct recognisable fully-fledged asset manager.”

Bank J. Safra Sarasin head of institutional clients and wholesale Francois Andriot added: “We are proud to cater to the most demanding institutional clients and partners across the globe, for whom we aim to deliver strong long-term performance and superior service.

“This new brand enables us to focus better on their needs and expectations, using our specialist knowledge and innovative solutions.”

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