Swatch Trolls Trump with Quirky Tariff-Themed Timepiece

By Danial Martinus  •  22 Sep 2025 in Tick Talk

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Swatch is a household name, even if you’re not that into watches. Their products have always been on the more accessible end of the scale, and they often put out fun designs that appeal to a wide variety of people.

But more importantly, Swatch is a sort of rebel or troublemaker in the Swiss watch industry. While other brands focus on luxury, heritage, and investment value, Swatch has always been more interested in making a statement.

Case in point: a new timepiece aimed squarely (literally and figuratively) at Trump’s 39% tariff on Swiss goods, the ‘WHAT IF…TARIFFS?’ watch.

Telling more than just the time

Aside from functioning like a regular watch, the WHAT IF…TARIFFS? also tells a story. Inspired by the hefty 39% import tariff recently slapped on Swiss goods, Swatch has reimagined the dial of the watch itself. Where you’d usually find the “3” and “9” hour markers, the brand has swapped them around.

When you read them clockwise, they cheekily form the number 39. And in case the reference isn’t already obvious enough, a bold percentage symbol sits on the back of the battery cover.

It’s basically satire in wristwear form, blending Swiss precision with an equally surgical wit. The design itself sits on Swatch’s square Bioceramic case from the “What If” line, featuring a cream-coloured 41.8mm case and a neat blue dial.

Glow-in-the-dark hands keep it functional, while the cream biosourced silicone strap keeps things casual. It’s stylish enough to wear every day, but with just enough quirk to start a conversation.

But what makes this watch so fun is its irony: priced at 139 Swiss Francs (roughly RM735), the WHAT IF…TARIFFS? is only available in Switzerland.

This means it’ll never face the 39% tariffs it’s directly mocking. Consider it a little victory for the Swiss and a small jab at US trade policy that collectors will scramble to get their hands on.

Swatch even claims that production of the watch will end once tariffs on Switzerland are reduced, turning the timepiece into both a protest and a ticking time capsule. It’s Swatch’s way of fighting tariffs with humour as opposed to sanctions and spreadsheets.

Beyond the satirical nature of the watch, the WHAT IF…TARIFFS? is a reminder of why Swatch has remained relevant for over four decades. They don’t just sell watches, they sell cultural commentary.

Whether Trump takes notice or not (probably not), there’s no denying that for collectors, design nerds, and anyone with a taste for irony, this watch is a real statement piece.

For more watches, head to JUICE Malaysia.