Defiant Swatch Launches Swiss-Exclusive "What If...Tariffs?" Timepiece, An Insignia of Disapproval Against American Trade Strategy
Swatch's Latest Limited Edition Timepiece Makes a Diplomatic Statement
Swatch, the Swiss watchmaker known for its playful and culturally relevant timepieces, has unveiled its latest limited edition watch, titled "What If...Tariffs?" The unique timepiece, priced at CHF 139 (~$175), is a commentary on current U.S.-Switzerland trade relations.
Created by Nick Hayek, Swatch's CEO and the grandson of the company's founder, the watch is built on Swatch's square cream Bioceramic case platform from their "What If" collection. The watch houses a reliable quartz movement and features a blue dial that provides a clean backdrop for the glow-in-the-dark hands.
The watch's dial layout is unique, with the 3 and 9 hour markers swapped to create the number "39" when read clockwise, and a percentage symbol prominently displayed on the battery cover. The watch's strap is made of biosourced silicone with a buckle closure, and it comes with a matching cream-colored biosourced silicone strap with a fixed buckle.
The watch is part of a limited edition, Switzerland-only production. Its limited availability effectively insulates it from the tariffs it's protesting. The watch can be purchased through Swatch boutiques and online in Switzerland.
Swatch has committed to discontinuing the model as soon as trade relations improve. The watch serves as a collector's piece that captures a specific moment in international trade relations. Whether the watch's diplomatic nudge through design proves effective remains to be seen.
The "What If...Tariffs?" watch continues Swatch's tradition of turning Swiss precision into pop culture statements. For over 40 years, Swatch has been making watches that comment on various topics, including art and politics. The company's latest creation is no exception, offering a creative and thought-provoking take on the current state of U.S.-Switzerland trade relations.
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