"Enormous Success"... Why Did Swatch Release a Limited Edition Watch With the 3 and 9 Swapped?

Swatch, the Swiss Watch Brand
Aims Satire at Trump’s 39% Tariff Policy

Swiss watch brand Swatch has released a limited edition watch satirizing the tariff policies of the Donald Trump administration.

Swiss watch brand Swatch has released a limited edition watch satirizing the tariff policies of the Donald Trump administration. Photo by Reuters and Yonhap News Agency

On September 12 (local time), major international media outlets including CNN reported that Swatch launched a limited edition watch on September 10 named "WHAT IF...TARIFFS?".

The watch features a beige strap and frame with a blue dial, and its most notable characteristic is that the positions of the numbers 3 and 9 are swapped. The number 9 is placed where 3 should be, and 3 is where 9 should be. This design is intended to remind viewers of the 39% tariff imposed by the Trump administration on Switzerland. The watch is priced at 139 Swiss francs (approximately 240,000 Korean won) and is being sold for a limited time only in Switzerland.

A Swatch spokesperson stated, "This product was intentionally created as a satire and also serves as a kind of warning message to the Swiss government," adding, "We need to wake up a government that seems to have forgotten about the tariff issue." While the spokesperson did not disclose sales figures, they added, "So far, it has been an enormous success." Swatch's official website announced that due to a surge in orders for this product, delivery may be delayed by about one to two weeks. Additionally, Swatch stated that sales of this model will cease immediately if the United States changes its tariffs on Switzerland.

Previously, the United States decided to apply a 15% tariff to European Union (EU) countries, but imposed a 39% tariff on Switzerland. This was the highest tariff rate imposed by the Trump administration on any country. Switzerland, known for producing luxury watches and high-end goods, is highly dependent on American consumers, so this measure dealt a serious blow to Switzerland's export industry.

There were even reports that President Trump imposed the high tariff out of anger at the Swiss president, who showed no willingness to address the trade imbalance. Meanwhile, U.S. Secretary of Commerce Howard Lutnick expressed a positive outlook in an interview with CNBC, saying, "An agreement on tariffs with Switzerland is possible," but did not provide any specific details or timeline.