A mannequin 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 final month, is pictured on wrist at a Swatch store in Geneva, Switzerland, September 12, 2025.
Pierre Albouy | Reuters
Watchmaker Swatch has launched a particular version mannequin in a dig at U.S. President Donald Trump’s punitive 39% tariffs towards Switzerland.
Dubbed the “WHAT IF…TARIFFS?” mannequin, the watch face switches the place of the three and 9 in reference to the 39% U.S. levy imposed on Swiss imports final month.
Retailing for 139 Swiss francs ($174) and launched on Wednesday, the watch is meant as a restricted version product, a firm spokesperson instructed CNBC.
The mannequin, which is simply accessible in Switzerland, was exhibiting as out of inventory on the Swiss watchmaker’s web site Friday.
The spokesperson added that the mannequin was meant as a “positive provocation” to authorities and a agency nudge to the Swiss authorities to safe a higher deal.
“It’s in the DNA of Swatch to provoke in a positive way,” they mentioned through e-mail.
“We have played with the 39% tariffs imposed on Switzerland by the United States. We hope that this activation will not last long, but that it will be as short as possible.”
“As soon as the United States changes its customs duties towards Switzerland, we will immediately stop selling this watch,” they added.
Trump introduced shock 39% levies on Switzerland on Aug. 1, among the many highest set by the president globally.
The measures provoked dismay from Swiss authorities and home companies who had anticipated a fee in line with the ten% to fifteen% utilized to different main buying and selling companions just like the European Union and the U.K.
Swiss negotiators have since been attempting to safe a higher deal, with U.S. Commerce Secretary Howard Lutnick telling CNBC Thursday that the 2 international locations have been more likely to “get a deal done.”
Swiss watchmakers and the broader luxurious business have been hit particularly onerous by the duties, given their heavy reliance on U.S. customers.
The U.S. was the largest abroad marketplace for Swiss watches in 2024, with exports totaling 4.37 billion Swiss francs ($5.4 billion), according to the Federation of the Swiss Watch Industry.
The restricted version marks an addition to the corporate’s “WHAT IF…” assortment, which generally options vibrant fashions that retail for round 100 Swiss francs.