Editorial comment: 'Alex' gets the axe
Last month Structured Products magazine revealed in its article ‘Say hello to Alex’ that the Swiss Exchange and Deutsche Börse would be aggregating their structured products trading in a joint exchange dubbed Alex. Sadly – for now at least – nobody will be greeting Alex, as the new bourse is currently in a trademark dispute over the use of the name.
The exchange will now initially be called Börse Frankfurt Smart Trading in the German market and SWX Quotematch in Switzerland. The lengthy names, which are temporary, hardly trickle off the tongue. By operating under different names in different markets it will be difficult for the partnership to achieve its goal of becoming a true pan-European venture as initially planned.
In December, the
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