Swatch Mocks U.S. Tariffs with a New Watch

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Summary

  • Swatch has launched a new watch to protest a 39% US tariff
  • The “WHAT IF…TARIFFS?” timepiece has the numbers three and nine reversed
  • It is being sold exclusively in Switzerland to avoid the tariffs

Swatch, the Swiss watchmaker, has responded to the U.S.’s new 39% tariffs on Swiss goods with a playful protest. They’ve released a limited-edition watch called “WHAT IF…TARIFFS?” designed as a clever and direct statement about the tariffs, aiming to spark conversation in a positive way.

This watch has a minimalist design with a unique twist: the 3 and 9 on the face are swapped. This subtle change is a deliberate nod to the 39% tax impacting Switzerland’s luxury goods market. Priced at 139 Swiss francs (about $175), the watch is only available in Switzerland, cleverly avoiding the tariffs it’s meant to highlight.

A company representative says this watch is meant to pressure the Swiss government into lowering tariffs, as previous efforts have been unsuccessful. Swatch plans to stop selling the watch as soon as the U.S. adjusts its tariffs on Switzerland, meaning it will likely be a limited-edition item. The unusual protest has been incredibly popular for the brand, leading to high demand and shipping delays. This watch demonstrates that even serious trade disagreements can be addressed with a little bit of clever design and a strong message.

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2025-09-15 09:56