To protest against the 39% tariffs imposed by the United States on Switzerland, Swatch has chosen humour. The brand has launched a special edition in which the numbers 3 and 9 on the dial are inverted, forming the famous “39,” with the percentage sign inscribed on the back.

This watch, sold for 139 Swiss francs (€148), is only available in the brand’s country of origin. On its website, Swatch states, not without irony: “Hopefully, just a limited edition.”

“This advertisement is to be understood as a positive provocation, a nod to the current situation,” a Swatch group spokesman told AFP on Thursday. “As soon as the United States changes its customs duties against Switzerland, we will immediately stop selling this watch,” he added, hoping that this provocation “will not last long.”

Swatch is not the only one to use mockery. Raymond Weil has also come up with an unusual response: a limited edition of one of its flagship models, available in 39 pieces, in 39-millimetre format, offered at a 39% discount. “Instead of adding 39%, we preferred to deduct 39%,” explains its managing director, Elie Bernheim, who assumes a “humorous reaction to a complicated situation.”

Because behind these creative gestures lies a real concern. The American market remains the leading outlet for Swiss watchmaking, accounting for almost 17% of exports in 2024. Aware of what is at stake, economy minister Guy Parmelin travelled to Washington last week to try to calm tensions. On his return, he spoke of “constructive discussions,” without giving any further details.

This article was originally published in French.