News Swatch Mocks U.S. Tariffs with a New Watch

In a bold and cheeky protest against the new 39% tariffs imposed by the U.S. on Swiss imports since August 1 under President Trump, Swiss watchmaker Swatch has unveiled a special edition watch titled “WHAT IF…TARIFFS?” The watch, described as a “positive provocation,” delivers a clever and unmistakable political statement through its design.

“Hopefully, just a limited edition,” reads the brand’s website beneath an image of the watch, which is available exclusively in Switzerland.

Famous for its colorful plastic creations, Swatch has designed this model with a subtle but striking twist: the numbers 3 and 9 are reversed to form “39,” while the percentage symbol is discreetly engraved on the caseback.

The dial itself remains simple and clean, but this deliberate inversion is a witty nod to the 39% tariff that has rattled Switzerland’s luxury goods sector. Priced at 139 Swiss francs (approximately AED 642), the watch is sold only in Switzerland—ensuring it sidesteps the very tariff it protests.

In a further statement of intent, Swatch has pledged to discontinue the model the moment the U.S. revises its tariff on Swiss goods, making this timepiece as temporary as the political climate it critiques. This inventive protest has already proven a resounding success, showcasing Swatch’s trademark blend of humor, creativity, and cultural relevance.