When politics meets pop design, Swatch knows how to turn a headache into a headline. Facing a punishing 39% import tax imposed by the Trump administration on Swiss goods, the brand responded the only way it knows how, with a tongue-in-cheek timepiece called “ET SI… DES TARIFS ?” (“WHAT IF… TARIFFS?”).
Since August, U.S. imports of Swiss watches have been hit with one of the harshest trade tariffs in years. The U.S. is Switzerland’s top export market, over CHF 4.3 billion in 2024, so the blow is real.
Swatch’s answer? A playful but pointed design: the dial flips the numbers 3 and 9, a subtle jab at the “39%” in question. On the back, a bold “%” engraving drives the message home.
Priced at CHF 139 (about €149), the watch was sold only in Switzerland, both online and through a dozen flagship stores in Geneva, Zurich, and beyond. On its website, Swatch called it “hopefully, just a limited edition,” a witty reminder that the brand hopes the tariff is as short-lived as the watch’s availability.
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Consumers got the message. Within days, the watch sold out online, with delivery delays piling up to two weeks. Demand wasn’t just for the design; it was for the statement: a global brand daring to poke fun at trade wars while staying true to its playful DNA.
Beyond style, the launch is a clever act of creative diplomacy. It resonates with the public, signals to Swiss authorities still negotiating with Washington, and proves once again that brands can turn political roadblocks into cultural talking points.
Swatch didn’t just make a watch. It made a point.
