Swiss company Swatch has decided to respond to new US trade Trump tariffs in the style of its signature humor. Following the introduction of 39 percent tariffs on Swiss watches, the brand has released a model called “WHAT IF… TARIFFS?” — with the numbers 3 and 9 on the dial reversed.
As Swatch explains, this reversal symbolizes the number 39 and, together with the image of the percentage on the back of the watch, directly refers to American tariffs. The company’s website specifies that the model was created as an “ironic commentary on modern events of Trump” and will be released in a limited edition.
The watch will be sold only in Switzerland — thus, they will be able to avoid tariffs. Representatives of the brand call the new product a “positive provocation” and emphasize that production is proceeding at an accelerated pace due to the rush demand.
“We want to draw the attention of the authorities, who seem to have forgotten about the problem,” Swatch said, adding that production of the model will be discontinued as soon as the Trump and Switzerland reach an agreement.
The irony is not without merit: the United States is the largest market for Swiss watches, with exports worth $5.4 billion in 2024. For the Swiss industry, such high Trump tariffs have come as an unpleasant blow.
Last month, local media reported that the country’s authorities are still looking for a way out of the situation and ways to establish dialogue with Washington.
Meanwhile, another industry giant, Rolex, is also trying to “soften the edges” in relations. At the US Open final, the company invited Donald Trump to its VIP box, where his appearance caused a mixed reaction from the public.
US Commerce Secretary Howard Lutnick said in an interview that “a deal with Switzerland is likely,” but the timing remains uncertain.
