Editor’s Note
This article highlights Raymond Weil’s clever, limited-edition response to recent U.S. tariffs—a watch series where every detail, from case size to discount, reflects the 39% tariff figure.
The Geneva-based brand Raymond Weil, as if to ward off the 39% additional tariffs imposed by the United States, has released a small limited edition series. A response made of “creativity and precision,” as stated in the presentation of the Millesime Limited Edition 39% model. Everything revolves around the number: a 39 mm case, limited to 39 pieces, sold with a 39% discount off the normal price in this collection – that is, 960.75 Swiss francs, compared to 1,575 francs. It took just over thirty-nine minutes to sell them all.
The watch primarily poses a question, inscribed in red on the dial like a timeline: “5% – 14%? – 39% – ???” It concludes, at the twelve o’clock position, with a slogan:
Trump’s tariffs have erased all visibility on market evolution. Stock was prioritized for shipment to the United States before the 39% rate came into effect. For the company’s leader, Elie Bernheim, it is now a waiting game.