Summary
- Swatch has launched a new watch to protest a 39% US tariff
- The “WHAT IF…TARIFFS?” timepiece has the numbers three and nine reversed
- It is being sold exclusively in Switzerland to avoid the tariffs
In a bold and cheeky protest against the new 39% tariffs imposed by the U.S. on Swiss imports, Swiss watchmaker Swatch has released a special edition watch titled “WHAT IF…TARIFFS?” The watch, which is meant to be a “positive provocation,” makes a very clear and clever political statement through its design.
The watch features a simple, clean face, but with one crucial detail altered: the numbers three and nine are reversed. This playful subversion is a direct reference to the 39% tariff that has sent shockwaves through Switzerland’s luxury goods industry. The watch, which costs 139 Swiss francs ($175 USD), is being sold exclusively in Switzerland, ensuring it avoids the very tariffs it is protesting.
According to a company spokesperson, the watch is a wake-up call for the Swiss government, which has so far failed to secure a reduction in the tariffs. Swatch has pledged to immediately stop selling the watch as soon as the U.S. changes its tariff for Switzerland, making the model a short-lived product. This creative form of protest has proven to be a massive success for the brand, with a spokesperson stating that the watch is in “very high demand,” causing delivery delays. This unique timepiece is a testament to the fact that even in high-stakes trade disputes, a bit of cheeky design can make a powerful statement.
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