The watch, called ‘WHAT IF...TARIFFS?’, displays reversed threes and nines to represent the tariff rate. A company spokesperson described the watch as a ‘knowing wink’ intended to encourage the Swiss government to negotiate reduced tariffs.
“We have engaged with the 39 per cent tariffs enforced by the United States. Our hope is that this situation will be brief,” the spokesperson said.
“Once the US changes its tariff policy regarding Switzerland, we will immediately stop selling this watch.”
Due to high demand, delivery of the beige and blue watch may be delayed by one to two weeks; however, it remains available at several Swatch stores, including those at Zurich and Geneva airports. Swiss watch retailers in Lucerne have struggled since the tariffs were imposed, as tourist interest, which is a key driver of watch sales, has noticeably declined.
Priced at $USD175, the model went on sale on Wednesday. Swatch has not disclosed the number of units sold; however, it described it as "a huge success." Switzerland is negotiating with the Trump administration to lower tariffs.
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