Swiss watchmaker Swatch is poking fun at the 39% tariff the US slapped on Switzerland by launching a watch that swaps the positions of the 3 and 9 numerals on its dial. The limited-edition piece, called “WHAT IF … TARIFFS?”, is billed as a tongue-in-cheek response to global politics.
A design with a message
The flipped numbers “3” and “9” are meant to reference the 39% tariff, while a percentage sign engraved on the battery cover drives the point home. Swatch says it hopes the watch remains a “limited edition,” available only in Switzerland and therefore exempt from the tariff itself.
Demand surges for the satire piece
Swatch described the watch as a “positive provocation,” noting that production is running at full speed because demand has spiked. The company says it will stop sales once Washington and Bern reach a trade deal.
Tariffs hit Swiss watch exports hard
The US is Switzerland’s largest market for watches, worth $5.4 billion in 2024. The steep tariffs have rattled the Swiss government, which is still scrambling to repair ties with the Trump administration.
Wider Swiss industry response
Rolex, Switzerland’s other heavyweight in watchmaking, has been working its own channels. The brand hosted Trump in its suite at the US Open men’s final, where his presence drew a mixed reception.
Signs of possible progress
US Commerce Secretary Howard Lutnick said last week he’ll “probably get a deal done” with Switzerland, though he gave no timeline.
