A model of Swiss Watchmaker Swatch called “What if … definitions?” Unlike the 3 and 9 numbers on its face, the 39 % import play was filmed by US President Donald Trump on Switzerland last month, on the wrist at the Swatch store in Geneva, Switzerland, September 12, 2025.
Pierre Alboy Reuters
watchmaker Swach It launched a special model of the version in the tariff of US President Donald Trump by 39 % against Switzerland.
It is called “What if … definitions?” The model, the watch’s face switchs the position of the three and nine in reference to 39 % of the US tax imposed on Swiss imports last month.
A spokesman for the CNBC, for sale, told 139 France Swiss France ($ 174) and was launched on Wednesday.
The model, which is available only in Switzerland, appears outside the stocks on the Swiss watch site on Friday.
The spokesman added that the model was intended “a positive provocation” of the authorities and pushed Hazem to the Swiss government to secure a better deal.
“In the DNA to provoke in a positive way,” they said via e -mail.
“We played with the United States by 39 % imposed by the United States on Switzerland. We hope this activation will not last long, but that will be as short as possible.”
“Once the United States changes its customs duties towards Switzerland, we will immediately stop selling this watch,” they added.
Trump announced 39 % shock fees In Switzerland on August 1, among the highest rates by the president in the world.
The measures raised a dismay from the Swiss authorities and local companies that expected average in line with 10 % to 15 % applied to the main commercial partners such as European Union and UK
Since then, Swiss negotiators have been trying to secure a better deal, with US Minister of Trade Howard Lottennik tells CNBC on Thursday that the two countries are likely to “be implemented.”
Swiss watchmakers and the most broader luxury industry through duties, given their strong dependence on American consumers.
The United States was the largest market for Swiss watches in 2024, with a total exports of 4.37 billion Swiss francs ($ 5.4 billion), according to Swiss watchmaking Federation.
The limited version is in addition to the “What if …” group for the company, which is usually characterized by colored models that are sold by about 100 Swiss francs.
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