Swiss watchmaker Swatch unveils its limited-edition "What If...Tariffs?" timepiece, showcasing a dial that reacts to U.S. trade policies with a shift in design.
In a bold move, Swiss watchmaker Swatch has unveiled a limited-edition timepiece, the "What If...Tariffs?" watch, as a political statement and commentary on the current US-Swiss trade relations.
The watch, priced at CHF 139 ($175), is built on Swatch's square cream Bioceramic case platform from their "What If" collection. Its dial boasts a striking blue hue, and the watch's hands glow in the dark, ensuring readability in any lighting conditions.
The design of the "What If...Tariffs?" watch is unique, with the positions of the 3 and 9 hour markers swapped to form the number "39" on the dial. This deliberate choice reflects the 39% import tariffs imposed on Swiss goods, a significant figure in the ongoing trade dispute.
The watch's availability is limited, exclusively to Switzerland, due to its protest-themed design. This exclusivity insulates it from the tariffs it's protesting, making it a rare and potentially valuable collector's item.
Swatch has committed to discontinuing the model as soon as trade relations improve. In the meantime, the watch can be purchased through Swatch boutiques and online in Switzerland.
A percentage symbol is prominently displayed on the battery cover of the watch, serving as a constant reminder of the tariffs the watch seeks to challenge. The company has also used creative design to comment on the issue, with the watch's collector's value potentially increasing due to its political significance.
The "What If...Tariffs?" watch comes with a matching cream-colored biosourced silicone strap and a fixed buckle, completing its distinctive look. This limited-edition timepiece is more than just a watch; it's a symbol of Swatch's commitment to commenting on important social and political issues.
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