Swatch Mocks Trump's 39% Tariff With Limited-Edition Watch

Geneva — Swiss watch manufacturer Swatch has indulged in a lighthearted jab at the surprise 39% import tariffs announced by U.S. President Donald Trump for Switzerland in a new limited-edition watch.

The watch, titled "WHAT IF.TARIFFS?", has the digits 3 and 9 reversed on its dial, a nod to last month's 39% tariff. Priced at 139 Swiss francs ($174), the watch went on sale this week and sold out in quick time on Swatch's website.

A spokesperson for the company termed the launch as a "positive provocation", both towards U.S. officials and towards persuading the Swiss government to negotiate improved trade terms. "It's in the DNA of Swatch to provoke positively," the representative stated, adding that the watch will be withdrawn if tariffs are eliminated.

Trump’s tariff decision on August 1, far higher than the 10–15% duties faced by the EU and U.K., sparked criticism in Switzerland, where the U.S. remains the largest market for Swiss watches. In 2024, exports to the U.S. totaled 4.37 billion francs, making the American market vital to the country’s luxury industry.

Washington-Bern talks are under way, with U.S. Commerce Secretary Howard Lutnick hinting this week that a resolution could be near. In the meantime, Swatch's playful watch injects humor and protest into a contentious trade war.