Switzerland's Swatch Group Unveils 'What If…Tariffs?' Watch: A Unique Commentary on Trade Tariffs

The Swiss watch industry has been hit hard by a 39% tariff slapped on imported Swiss goods by the United States. The Biel/Bienne-based Swatch Group, a standout among the vertically integrated watchmakers in Switzerland, hasn’t taken this lightly. Its portfolio boasting names from Mido to Omega and Blancpain is reeling under the tariff’s impact. In retaliation, the group has launched a pointed commentary on this scenario — their latest, limited-edition offering called ‘What If…Tariffs?’

The tariff-evoking timepiece is exclusively available for purchase in Switzerland. Overseas consumers keen on this novel addition to their collection will need to travel to Switzerland if they wish to own one. The commemorative watch is easy to miss among the brand’s iconic MoonSwatches or the Swatch Fifty Fathoms, making it a sort of hidden gem within the store.

The satirical message on the royal blue dial discreetly underscores the tariff issue. The 3 and 9-hour markers, flipped in reference to the 39% tariff, serve as a constant reminder of the significant shifts in global trade policies that have disrupted established trade agreements and alliances.