In response to the 39% US surcharge imposed on Swiss watch exports, Swatch has chosen to respond with humor via a watch whose dial reverses the numbers 3 and 9, in direct reference to the controversial percentage.
Swatch Group has managed to turn the US surcharge on Swiss watches into a point of contention with a limited edition watch. Engraved on the back of the watch, the number “39%” has become a symbol of a trade dispute that has been rocking the industry for several months…
Priced at 139 Swiss francs (148 euros), this unique piece is only available in Switzerland. This is a deliberate choice, explains Swatch, adding : “Let’s hope it’s only a limited edition.” For the brand, this watch should only exist for the duration of the dispute. “As soon as the United States changes its customs duties on Switzerland, we will immediately stop selling it,” said the group, describing the move as “positive provocation.”
When Swiss watchmaking responds with humor
The initiative illustrates a well-established strategy: combining bold communication with political activism. By subverting watchmaking conventions, Swatch has transformed an everyday object into a manifesto against American protectionism. And the public is responding : demand is so high that deliveries could be delayed by one to two weeks, according to the watch brand.
Discover our plans
- Every day, keep up to date with the latest business news from the world of luxury.
- Receive the essential luxury business news by email every week
- Access all our events
- The Luxury Journals and Luxus Magazine in print and digital versions
Subscribe for 1€
Become an active member of the community of luxury leaders.
Read also > Swatch Group : Patrick Aoun is the new CEO of Longines
Featured photo : © Swatch Group
