Newscasts - Swatch sells watch lampooning Trump's 39% tariffs on Switzerland

Swatch groupAG

12/09/2025 15:05

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Source: 'Reuters - Business videos'

Description: Swiss watchmaker Swatch has begun selling a special edition watch with the numbers three and nine reversed on its face in a play on the 39% tariffs President Donald Trump imposed on U.S. imports from Switzerland last month. Francis Maguire reports.

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Video Transcript:

Swatch has begun selling a special edition watch that jokes about tariffs. It has the number three and nine reversed on its face. That's a play on the 39% tariffs President Donald Trump imposed on US imports from Switzerland last month. The tariffs are among the highest set by Trump worldwide and were met with shock in Switzerland. The watch costs CHF139, or $175, and is named "What if…Tariffs?" The company said it went on sale on Wednesday and is only available in Switzerland. It further said the watch was made with a knowing wink and sent a wake-up call to the Swiss government, as authorities have so far not managed to secure lower tariffs. Swatch said it aims to be a short-lived product. A company spokesperson said they will stop selling the watch once the US changes its import duties for Switzerland. Swatch declined to say how many watches had been sold but called the model "a huge success."