Switzerland’s watchmakers turn US tariffs into timepieces
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Swatch (left) reversed three and nine on the dial to mark US President Donald Trump's 39 per cent tariffs, while Raymond Weil made a limited edition "39%" version - just 39 pieces - of its classic models.
PHOTOS: SWATCH, RAYMOND WEIL
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- Swatch released a limited-edition watch referencing the 39% US tariff on Swiss goods, reversing the "3" and "9" on the dial as a "positive provocation".
- Raymond Weil created a limited run of 39 watches showing “39%” on the dial, reacting with humour and discounting the price instead of increasing it.
- The US tariff impacts Swiss watchmakers, as the US was their top export market in 2024; both companies aim to sell the watches for a limited time.
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ZURICH - Time is money for Swiss watchmakers – some are cashing in on US President Donald Trump’s massive tariff on goods from Switzerland with limited-edition watches featuring the 39 per cent duty on their dials.
Swatch launched on Sept 10 a model that reverses the position of 3 and 9 on the dial, a reference to the tariff rate Mr Trump has imposed
“Hopefully, just a limited edition,” the company’s website says, under a picture of the watch, which is available only in Switzerland.
A Swatch spokesman called the offer “a positive provocation, a nod to the current situation”.
“As soon as the United States changes its customs duties on Switzerland, we will immediately stop selling this watch,” he added.
The watch is already listed as being temporarily out of stock on the firm’s website, and the spokesman said Swatch hopes the offer “won’t last long, in fact as short as possible”.
Luxury watchmaker Raymond Weil also announced a limited-edition version of one of its classic models with the “39%” figure on the dial.
It has produced just 39 watches, which have already sold out.
“In Swiss watchmaking, adversity doesn’t stop the hands of time,” said Raymond Weil, adding that it believes “challenges are best faced with creativity”.
The company said it wanted to react to the complicated situation with humour “by saying that instead of adding 39 per cent to the price, we’re going to lower by 39 per cent”, chief executive Elie Bernheim told AFP.
The 39 per cent tariff rate will hit Swiss watchmakers hard as the US was their top export market in 2024. AFP
