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Swatch sells watch lampooning Trump's 39% tariffs on Switzerland

Swatch sold all 39 limited-edition watches within days to highlight the impact of the 39% US tariff on Swiss watch exports valued at $5.4 billion last year.

  • Swiss watchmaker Swatch has launched a special edition watch to protest US President Donald Trump's 39% tariffs on Swiss goods, reversing the 3 and 9 on the dial to reflect the tariff rate.
  • The limited-edition watch, retailing for 139 Swiss francs , was showing as out of stock on Swatch's website on Friday.
  • Swiss authorities and businesses have expressed dismay over the 39% tariff rate, which is higher than the 10-15% levied on other major trading partners like the EU and UK.
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Swiss watchmakers know how to turn time into money - and some have turned a profit on US President Donald Trump's huge tariffs on Swiss goods by releasing limited edition watches with the 39% duty on their dials.

·Vilnius, Lithuania
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Handelszeitung broke the news in on Thursday, September 11, 2025.
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