Swiss watchmaker Swatch last month unveiled a limited-edition watch that indirectly pokes fun at the 39% high tariff U.S. President Donald Trump imposed on Swiss-made products.
According to Reuters and others on the 12th (local time), the new model, named "WHAT IF…TARIFFS?," cleverly represents "39% tariff" by swapping the positions of the numerals "3" and "9" on the dial.
Instead of the conventional round shape, it features a refined square bio-ceramic case with an integrated bio-based strap for a modern, eco-friendly design.
Through its official website, Swatch said it was "inspired by events taking place around the world" and explained that, combined with the percentage (%) symbol engraved on the battery cover, it satirizes the high tariff the United States imposed on Switzerland.
The watch is sold only in Switzerland, so it is not subject to U.S. tariffs.
The United States is the largest market for Swiss watch exports. According to the Federation of the Swiss Watch Industry (FH), exports to the United States reached $5.4 billion (about 7 trillion won) last year.
Earlier, President Trump announced he would impose a 39% tariff on Swiss-made products, dealing a major shock to the Swiss government and industry. This is 8 percentage points higher than the 31% foreshadowed on Apr. 4th, and falls into a tariff range similar to or higher than that of some developing countries, including Brazil, Syria, and Laos.
Major Swiss media criticized it as "an unprecedented discriminatory measure that ignores an economic alliance," saying "the sparks of trade conflict have concentrated on Switzerland."