Swatch has taken a playful yet bold stand against the new 39% tariffs imposed by the U.S. on Swiss imports. The Swiss watchmaker released a special edition timepiece called “WHAT IF…TARIFFS?”, designed to be a cheeky protest and a “positive provocation.”
The watch looks simple and clean at first glance, but with one clever twist: the numbers three and nine are reversed on the dial. This design directly references the 39% tariff and turns a political issue into a witty design statement.
Priced at 139 Swiss francs ($175 USD), the watch is being sold only in Switzerland, avoiding the very tariffs it mocks. Swatch has also said it will stop selling the watch as soon as the U.S. changes its tariff policy toward Switzerland.
A company spokesperson described the model as a wake-up call for the Swiss government, urging them to negotiate better trade conditions. Despite its limited release, the watch has already become a hit — demand is so high that delivery delays are being reported.
This unusual timepiece shows how Swatch has combined humor, creativity, and protest in a single product. Even in serious trade disputes, design can send a strong and memorable message.
Detail Info
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Name: Swatch “WHAT IF…TARIFFS?”
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Price: 139 Swiss francs ($175 USD)
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Release Date: 2025 (Limited Release)
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Where to Buy: Exclusively in Switzerland
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Special Note: The watch will be discontinued once U.S. tariffs are lifted or reduced.
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