How does a person open a Swiss Bank Account?

In the event someone stumbled upon this particular post after searching Google, here's a CNN Money report from 1997 which still applies in 2012.
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It should be noted that after 9-11, the U.S. Government can now request and receive information about a specific individual's bank account under the U.S.-Swiss Income Tax Convention (January 2003).

Update: Obama Campaign Attacks Romney Over Swiss Bank Account?
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