Swatch makes some of the most culturally relevant watches in the world, turning Swiss precision into pop culture statements for over 40 years now. The brand has built its reputation on making playful timepieces that comment on everything from art to politics. That tradition continues with their latest limited edition, which takes direct aim at current U.S.-Switzerland trade relations through creative design.
Political Provocation, Swiss Style
Enter the “What If…Tariffs?” — a special edition that flips the script on traditional dial layout to make a pointed commentary about the 39% import tariffs recently imposed on Swiss goods. Where you’d typically find the 3 and 9 hour markers on a standard dial, Swatch has swapped their positions to create the number “39” when read clockwise, with a percentage symbol prominently displayed on the battery cover for anyone who might miss the reference.
Built on Swatch’s square cream Bioceramic case platform from their “What If” collection, the watch sticks with the 41.8mm size, housing its reliable quartz movement. To deliver its message, the brand opted for a blue dial, which creates a clean backdrop for the glow-in-the-dark hands, although a red and white might be more on-theme considering the nation’s colors. Lastly, the timepiece gets a matching cream-colored biosourced silicone strap with a fixed buckle.
Swiss Precision Meets Trade Tension
The irony isn’t lost that this sub-$200 timepiece is exclusively available in Switzerland, effectively insulating it from the very tariffs it’s protesting. Swatch has committed to discontinuing the model as soon as trade relations improve. Whether this diplomatic nudge through design proves effective remains to be seen, but Swatch has successfully created a collector’s piece that captures a specific moment in international trade relations.
Spec Sheet
Case Size: 41.8mm
Case Thickness: 10.5mm
Case Material: Bioceramic
Water Resistance: 20m
Movement: Swiss quartz
Bracelet/Strap: Biosourced silicone with buckle closure
Limited Edition?: Yes, Switzerland-only; production ceases when tariffs are reduced
Pricing & Availability
Priced at CHF 139 (~$175), the WHAT IF…TARIFFS? watch is available exclusively in Switzerland through Swatch boutiques and online.
Recap
Swatch What If…Tariffs? Watch
Swatch has released a limited edition “What If…Tariffs?” watch that swaps the 3 and 9 hour markers to reference the 39% U.S. tariffs on Swiss goods, with a percentage symbol on the battery cover.
