Thanks for the link. I was only looking at their press release page and couldn't find any indication on Orell Fuessli being the distributor in Switzerland.
OK, found the link @ books.ch:
http://www.books.ch/shop/action/prod...artiId=6544336
1048 CHF is around 635 EURO.
Interestingly the official iRex store recognizes my IP as coming from Switzerland, and they offer the e-reader for 949 CHF (575 EURO) -- that's a whole 10% less!