swatch what if tariffs

Swatch, the Swiss watchmaker, responded to the 39% tariffs imposed by the United States on Swiss goods by launching a limited edition watch named "WHAT IF...TARIFFS?" This model features the numbers three and nine switched on the watch face, symbolizing the 39% tariff figure. The watch is priced at 139 Swiss francs (about $175) and is sold exclusively in Switzerland to avoid the high U.S. tariffs. Swatch designed this watch as a playful and provocative critique aimed at encouraging the Swiss government to negotiate a better deal with the U.S. The watch will be discontinued once the tariffs are changed or lifted. The launch highlights the challenges faced by the Swiss luxury watch industry due to these tariffs, with the U.S. being a major market for Swiss watches.