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12h ago

Swatch Mocks 39% U.S. Tariff With Limited Watch as Commerce Chief Signals Deal Is “Probably” Coming

Strong demand for the tariff-themed model highlights pressure for progress in U.S.–Swiss talks.

A model from Swiss watchmaker Swatch named "WHAT IF...TARIFFS?" with the numbers 3 and 9 reversed on its face, as a play on the 39% import tariffs that U.S. President Donald Trump slapped on Switzerland last month, is pictured on wrist at a Swatch shop in Geneva, Switzerland, on September 12, 2025.
A model from Swiss watchmaker Swatch named "WHAT IF...TARIFFS?" with the numbers 3 and 9 reversed on its face, as a play on the 39% import tariffs that U.S. President Donald Trump slapped on Switzerland last month, is pictured on wrist at a Swatch shop in Geneva, Switzerland, September 12, 2025. REUTERS/Pierre Albouy
A model from Swiss watchmaker Swatch named "WHAT IF...TARIFFS?" with the numbers 3 and 9 reversed on its face, as a play on the 39% import tariffs that U.S. President Donald Trump slapped on Switzerland last month, is pictured in a Swatch shop in Geneva, Switzerland, September 12, 2025. REUTERS/Pierre Albouy
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Overview

  • Swatch launched a special edition called “WHAT IF...TARIFFS?” that flips the 3 and 9 on the dial, sells for 139 Swiss francs, and is available only in Switzerland.
  • The company reported very high demand, with its website showing the model temporarily out of stock and delivery delays of one to two weeks, though units are in select stores including Zurich and Geneva airports.
  • Swatch described the release as a knowing wink and said it will halt sales as soon as the United States changes its tariffs on Switzerland.
  • Raymond Weil issued a 39-piece run featuring “39%” on the dial that has already sold out, a move the brand framed as a humorous response to the levy.
  • Switzerland is negotiating to reduce President Donald Trump’s 39% tariff imposed last month, and U.S. Commerce Secretary Howard Lutnick told CNBC the two sides will probably get a deal done.