For decades, Swissair was known as the “Flying Bank” — a symbol of reliability, safety, and Swiss precision. Founded in 1931 through the merger of two regional carriers, it became one of the world’s most respected airlines. But Swissair’s story is not one of steady flight. It is a dramatic tale of over-diversification gone wrong, culminating in one of the most infamous airline bankruptcies in history. Horizon 1: The Core – A National Treasure Swissair’s foundation was built on premium passenger service, connecting Zurich and Geneva to the world. In the 1950s–70s, Swissair established itself as one of the most efficient and profitable airlines globally. It operated modern fleets, gained a reputation for safety, and became a preferred airline for business travelers. Its financial discipline and profitability earned it the nickname “Flying Bank.” Lesson: A strong, profitable core brand can create unmatched trust — but it must be defende...