Editor’s Note
Swatch has released a provocative new watch in Switzerland, priced at 139 francs, where the dial’s 3 and 9 are reversed to read “39”—a reference to the country’s recent vote on pension reform. The caseback is marked with a percentage symbol.
The Biel-based manufacturer Swatch has launched a model where the numbers 3 and 9 on the dial have been reversed to form 39, with a percentage sign inscribed on the back.
The watch went on sale on its website on Wednesday. Marketing is exclusively reserved for the Swiss market, priced at 139 Swiss francs.
(Juste une édition limitée, espérons-le), is specified under the photo of the model presented online.
Swatch is not the only brand to have reacted with a special edition. The Geneva-based house Raymond Weil has also launched a limited edition of one of its flagship models, produced in 39 copies, in a 39-millimeter format, with a 39% discount compared to the usual price of this model, offered at 1575 francs.
These 39% tariffs are a hard blow for Swiss watch manufacturers, who are required to produce their watches in the country to be able to affix the “Swiss made” label. In 2024, according to export statistics compiled by the Federation of the Swiss Watch Industry, the United States was the top export market, with a share of 17%.
Last week, Swiss Economy Minister Guy Parmelin went to Washington to meet with Commerce Minister Howard Lutnick and Finance Minister Scott Bessent, as well as with Trade Representative Jamieson Greer. Upon his return to Switzerland, he spoke of “constructive discussions,” without providing details.
Another highly notable fact in recent days, highlighted by the media, is that President Donald Trump attended the US Open tennis final on Sunday in the Rolex box alongside the brand’s CEO, Jean-Frédéric Dufour. However, no information has leaked about the content of their exchanges.