On September 12, 2025, Swatch unveiled its latest special-edition watch model titled “WHAT IF…TARIFFS?” at a shop in Geneva, Switzerland. This clever design even displays the numbers three and nine in reverse on the clock face to reflect the unconventional layout. It represents the 39% import tariffs that U.S. President Donald Trump personally levied on Swiss products. This very special transformation is a critique of the economic pressures being attributed to tariffs. It also shines a light on Swatch’s unique strategy when it comes to other Swiss watchmakers.
These tariffs have created significant hardships for the Swiss watch sector. Consequently, brands will likely have to increase prices to offset this added pressure. While many Swiss manufacturers have struggled to navigate these levies, Swatch has opted to take a more playful route, using its new watch to highlight the situation in a creative manner.
Elizabeth Warren, a vocal critic of corporate practices and the influence of tariffs, addressed the issue in a recent letter to Rolex. She raised the alarm about the dangers of corporate ties to the Trump administration. She indicated that these kind of ties could be done to establish direct efforts for tariff exemptions. In her correspondence, she stated:
“This invite … raises questions about whether you are cultivating a relationship with President Trump in attempts to secure lucrative tariff exemptions for Rolex products.” – Elizabeth Warren
She expressed concern over the nature of business interactions with the President, adding:
“Given the President’s record of doling out special treatment to CEOs who are able to woo him with flattery, payoffs, or both, the timing of his attendance at the match in the Rolex box is concerning.” – Elizabeth Warren
The divergent approaches lay bare a divide in the Swiss watch industry. They are struggling with how to address the storm created by U.S. tariffs. Swatch injects creativity and humor into communications to combat economic forces. For example, companies such as Rolex might be aiming for something much more immediate and literal in seeking political figure engagement.
Industry analysts have noted that price hikes are likely on the horizon for many Swiss watchmakers due to the tariffs. Luca Solca, a well-regarded analyst in the luxury goods sector, commented on the situation:
“The last minute deal that many had hoped for didn’t materialize.” – Luca Solca
These companies are moving through a very confusing environment. What sets Swatch apart is its special use of design as a potent form of political commentary. As the “WHAT IF…TARIFFS?” watch illustrates, Swatch’s colorful imagination is a huge part of their success. It further prompts consumers to consider the broader effects of global trade agreements.