Swissair used to fly many long-haul routes from Geneva, but operating long haul from two cities a few hundred miles apart (if that) was cumbersome and unproductive, so after decades of evaluation, they finally bit the bullet and moved everything to Zurich (maintaining only the now infamous SR110/111 New York link, aka the UN Shuttle). Geneva was absolutely horrified, since it's long haul links were a big reason for it's high standing in the international community. Plus, French-speaking Switzerland has always been a little bit resentful of the German-speaking community (Zurich)'s hegemony in Swiss politics etc. The Swissair withdrawal was seen as part of a deliberate ploy to undermine Geneva and the French-speaking regions.
So a bunch of Geneva-based businessmen decided to start their own airline, and it was a very good idea. Just because Swissair consolidated their operation in Zurich didn't mean that their Geneva flights had flown empty or anything. Anyway, in the wake of the SR withdrawal there were dozens of lucrative long-haul destinations they could have flown to: Washington being the obvious one, also Dubai, Tel Aviv, Rio, Singapore and Tokyo. So which one do they serve? THE ONE CITY SWISSAIR MAINTAINED SERVICE TO! And whoever said Swiss World's load factors were high was talking out of his arse, since if this was the case, Swiss World would still be with us. No, they were running load factors of about 20%. A 757 would have been way too big. Who would you fly with, one of the world's top three airlines (SR) or some unknown where you had to pay for your meal (!) and fly into the US's most congested airport (while SR use the relatively smooth-flowing JFK)?
It amazes me that Swiss World were offered a monopoly on routes to and from one of the world's most wealthy cities, and blew it in such spectacular fashion. I mean, why start up on the ONE ROUTE where there is competition? They started up to fill the city's desperate need for air transport, and chose to serve just one single route, the only one that already had a well-established daily widebody flight. Morons.
Anyway, that was that. It's a miracle they lasted as long as they did. Bye bye idiots.
Talking of well established: it's the UN Shuttle, how many other flights in the world have a nickname known to the whole industry? I can think of: The Kosher Klipper (New York to Miami), the Kangaroo Route (Sydney to London)...mmm, there must be a couple of others.
fly Saha Air 707s daily from Tehran's downtown Mehrabad to Mashhad, Kish Island and Ahwaz