Swiss watchmaker Swatch has introduced a special edition timepiece titled “WHAT IF…TARIFFS?” in reaction to the recent 39% tariffs imposed by US President Donald Trump on Swiss imports. Not for profit This unprecedented model went live Wednesday. As inclusion in Swatch’s colorful, artistic and exuberantly imaginative “WHAT IF…” collection — maker of the world-famous colorful Swiss watches retailing under 100 Swiss francs. But the “WHAT IF…TARIFFS?” model sells for 139 Swiss francs, about $174.
The design of this limited edition watch features a playful twist: the numbers 3 and 9 on the watch face are reversed, serving as a direct nod to the 39% levy. From a creator’s perspective, this artistic choice supports the humorous tone while expressing the more serious impact of the tariffs on Swiss exports. In-depth model only available in Switzerland. It became ever so popular, selling out within hours on Swatch’s website on Friday.
Swatch’s actions are particularly notable given the recent evidence showing the devastating effect that US tariffs have had on the Swiss watch industry. In 2024, the US was highlighted as the biggest overseas market for Swiss timepieces. Exports were at a record high of 4.37 billion Swiss francs, roughly $5.4 billion. Retaliatory high tariffs have added a huge burden on Swatch and other such competitors. Third, their sales depend on American consumers almost exclusively.
According to a Swatch spokesperson, the launch of the “WHAT IF…TARIFFS?” model represents “a positive provocation.” Through this action, Public Eye hopes to put pressure on the banks and the Swiss government to enter trade negotiations so as to obtain better terms.
“It’s in the DNA of Swatch to provoke in a positive way.” – Swatch spokesperson via email.
The spokesperson further elaborated on their intentions, stating, “We have played with the 39% tariffs imposed on Switzerland by the United States. We hope that this activation will not last long, but that it will be as short as possible.” They announced that sales of this smartwatch would end effective immediately. This will take effect as soon as the US lowers its tariffs on Swiss products.