Originally Posted by
number_6
Switzerland is not part of the EU, so the EU rule does not apply. You would be charged the ex-Swiss price instead of the ex-UK price (probably much higher). Buying from AA has the advantage of lower fuel surcharges. You may be able to get the AA RTW desk to issue the ticket on the French side of Geneva airport -- making it an EU purchase. Otherwise a quick trip to FRA and the AA ticket counter there may be the cheapest solution for you. A Swiss TA would need to have an affiliate in the UK to get the ticket issued in the UK. I'd discuss your options with the AA RTW desk and see what they are willing to do for you, but ZRH is probably out unless you accept the higher price.
Apart from Air France and possibly Easyjet, there's no ticketing facilities that I can recall on the French side of GVA.
All the same, with the various bi-lateral agreements making Switzerland almost an EU member, it would be interesting to see how OW treats it. Equally for Norway and the other EEA members.
For
JanoS-, I'm sure that the UK origin for the LONEx will mean that the UK price applies, although I believe it would be charged in CHF (converted at BSR - Business Selling Rate) if ticketed in Switzerland, e.g. by AA Zürich.