Against the backdrop of escalating trade frictions between the United States and Switzerland, the renowned Swiss watch brand Swatch has announced the launch of a highly symbolic “US tariff limited Edition” watch in response to the recent 39% tariff imposed by the United States on Swiss watches. This move quickly drew the attention of global media and consumers, not only demonstrating the resilience and creativity of Swiss manufacturing in the face of tariff shocks, but also once again highlighting the subtle interaction between the fashion industry and international politics and economy.
The trigger of the incident originated last month when the US government officially announced the imposition of high tariffs on imported Swiss watch products, with a rate as high as 39%, far exceeding the previous normal level of 10% to 15%. The reason given by the US side was to “balance the inequality in luxury trade”, but it triggered a strong reaction within Switzerland. As one of the pillar industries of Switzerland, the watch industry has long relied on exports, especially the important market of the United States. According to data from the Swiss Federal Customs, Switzerland’s watch exports to the United States exceeded 3.2 billion Swiss francs in 2024, accounting for more than 12% of its total exports. The sudden high tariffs undoubtedly have a huge impact on corporate profits and market share.
Facing pressure, Swatch did not choose to protest passively but responded in its usual artistic and humorous way. This “US Tariff Limited Edition” watch features a bold and avant-garde design. The dial is printed with a huge number symbolizing “39%”, and the background incorporates the red and white stripes and star patterns of the American flag, which not only conveys a sense of irony but also showcases ingenious design. The back of the watch is engraved with the words “Tariff Edition” (Tariff Edition) and comes with a unique serial number. It is limited to 3,900 pieces worldwide to correspond to the 39% tariff ratio.
Nick Hayek Jr., the CEO of Swatch Group, said at a press conference: “Tariffs will undoubtedly increase our export costs, but we don’t want to simply view this issue as an obstacle. Instead, we aim to transform it into design inspiration.” Swatch has always emphasized “transforming politics into art”. This time, we hope to convey a relaxed yet firm attitude through the limited edition: the Swiss watch industry will not be defeated by tariffs.
As soon as the latest news came out, public opinion in Switzerland generally praised Swatch’s response as “both smart and bold”. The Federation of the Swiss Watch Industry (FH) pointed out in a statement that although the tariff measures would bring short-term pressure to the entire industry, they could also stimulate innovation in design and marketing strategies among enterprises. The federation also called on the Swiss government to hold talks with the United States to prevent further escalation of trade frictions.
In the US market, consumers’ response was unexpectedly positive. Some young people have regarded this watch as a “political trendsetter” through social media and have expressed their willingness to purchase it to show their concern over the trade friction. A luxury retailer in New York even revealed that over a thousand limited-edition watches were snapped up on the first day of pre-sale. Industry insiders analyze that this kind of “tariff marketing” may increase the brand popularity of Swatch in the short term, but whether it can offset the impact of tariffs in the long term still needs to be observed.
Economists point out that although Swatch’s actions are highly creative, they also reflect the delicate position of the Swiss watch industry in the global trade landscape. As a high-value-added industry, its products often become the targets of trade negotiations, and the way brands respond may serve as a reference for other industries. Such “limited edition protests” are not common in history, which makes Swatch’s move particularly eye-catching.
Swiss media commented that this “US tariff limited edition” watch is likely to become a hot item in the collection market. Its value lies not only in craftsmanship and brand, but also in the era imprint it carries. As the Neue Zürcher Zeitung commented: “This watch not only records time but also the historical moments of trade frictions.”
As the tariff issue continues to escalate, the outside world generally expects that Switzerland and the United States can seek a compromise through diplomatic channels. But before that, Swatch had already taken the lead in refocusing the world on this controversy with a single watch. No matter what the outcome is, this creative action with the theme of “tariffs” has demonstrated the power of the combination of art and business, and also provided the Swiss watch industry with a unique posture of resistance.
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