FWIW: I am a 2nd-time entrepreneur. I bootstrapped a company in Germany from 2004-2011, and sold it to Google then. As part of that I moved to Switzerland. I started another company in early 2018 in Zurich, believing the hype about it being a good place to do business.

I won't go into details publicly, but: If your market and your potential acquirers are primarily in the US, and you think your startup will have a long-term focus in the US, avoid incorporating in Zurich. Go to London, Berlin, Paris, pretty much anywhere but Zurich. If you absolutely have to incorporate in Switzerland, move yourself to a startup-friendly Canton such as Zug. Do not incorporate in Zurich, and do not open an office in Zurich.

My experiences have been resoundingly negative, and I am not the only one - founders just avoid talking about the negative experiences for fear of causing more problems.

If your market will be primarily Switzerland and the immediate neighbors, starting here is likely fine (albeit you will get better price/performance on engineering in neighboring countries).

Feel free to reach out in private.