New Swiss start-up FlyA
 

FlyA (Geneva Cointrin (GVA)) is planning to launch operations in 2013 with three A330s operating from London and Paris to destinations such as Boston General Edward Lawrence Logan International (BOS), Miami International (MIA), Montréal Pierre Elliott Trudeau International (YUL) and New York. The new carrier is led by former FlyBaboo (F7, Geneva Cointrin (GVA)) founder and CEO Julian Cook who is currently raising funds for the launch of FlyA.

Source: CH-Aviation

Presumably this is not a Swiss carrier. They would need to be EU to operate from the EU wouldn't they? Fifth freedom wouldn't apply.

(As far as I know CH carriers don't have the same traffic rights as EU carriers, who can operate to, from, between and within any EU country/ies)

Would have to check the fine print but this is almost cerrtainly doable under the EU-US and EU-Canada Open Skies bilaterals. Switzerland is very closely associated with the Single Aviation Market, although not fully integrated like Norway and Iceland.

Doable? probably.

Is it wise in an already saturated market in current conditions? doubtful.

Still, good luck to them, hope it works!