Zurich, September 12, 2025 — Swiss watchmaker Swatch has unveiled a limited-edition timepiece satirizing the 39% import tariffs imposed by U.S. President Donald Trump on goods from Switzerland. The duties, among the highest introduced by the Trump administration, have stirred frustration within the Swiss luxury sector.
A Watch with a Message
The new model, titled “WHAT IF…TARIFFS?”, features the numbers 3 and 9 reversed on its dial — a playful nod to the 39% tariff rate.
Priced at 139 Swiss francs (about USD 175), the watch is currently available only in Switzerland. Swatch reported that the launch has been a “huge success,” with overwhelming demand causing delivery delays of up to two weeks.
The company also announced that sales of the edition will end once the U.S. government adjusts the tariff rate on Swiss imports.
Wider Impact
Swatch’s move is seen as both a satirical response and a commercial strategy, capitalizing on national sentiment while drawing global attention to the trade dispute.
The Swiss government is continuing talks with Washington in hopes of securing tariff relief. In the meantime, Swatch’s cheeky timepiece has become both a collector’s item and a symbol of resistance against protectionist trade measures.
