WHAT IF…TARIFFS?

Swiss watchmaker Swatch has taken a less-than-subtle swipe at President Trump with its latest tongue-in-cheek release.

The “WHAT IF…TARIFFS?” watch (yes, you heard that correctly) swaps the three and nine on the dial in a dig at Trump’s 39% tariffs imposed on imports from Switzerland by the States last month.

As the brand itself happily puts on the description of the watch on its website: “The inversion of Arabic numerals 3 and 9 on the dial subtly references the number 39. Paired with the percentage symbol found on the battery cover, this inversion hints at the US tariffs imposed on Switzerland.”

A spokesperson for Swatch acknowledged that the watch was made with a knowing “wink” to send a message to the Swiss government, which has so far failed in its attempts to secure better terms with Trump’s administration.

The watch is only on sale in Switzerland at select Swatch stores and online,  and costs (you guess it) 139 Swiss francs (roughly $174 / £129).

There was cause for some optimism earlier this week when U.S. commerce secretary Howard Lutnick told CNBC that his government would ‘probably get a deal done with Switzerland.’