Swatch makes fun of Trump's tariffs on Switzerland Using a special watch, of course

In a world where trade tensions between the United States and Europe are intensifying, Swatch, the Swiss king of pop and irreverent watchmaking, continues to transform customs barriers into opportunities for irony. After targeting US tariffs on Switzerland last September, the brand has relaunched the challenge with a limited edition dedicated to Italy: "Swiss Made e Made in Italy – Fratelli di Pasta!". Launched today, October 25, coinciding with World Pasta Day, this watch is not just an accessory, but a manifesto of "positive provocation": a way to smile in the face of tariffs that could cost dearly to Italian exports.

Pasta and Protectionism

Imagine a square watch with a minimalist blue dial and a shiny silver strap, where the numbers not only mark the hours but become a geopolitical commentary. At the center, the figure 91.74%—that is, the exact reproduction of the preliminary antidumping tariff imposed by the US Department of Commerce on 13 Italian pasta brands—transforms into a time indicator, an invitation to "reflect lightly" on global challenges. Add to that the 15% tariffs announced last summer (which would bring the total to a salty 107%), and the message is clear: even trade barriers can become a "game," if approached with fraternal spirit between Switzerland and Italy. The name itself, "Fratelli di Pasta!", evokes affectionate stereotypes to speak of the unity between the two countries, both hit by Trumpian protectionism.

Available in Swatch stores in Italy and online at an accessible price of 139 euros, the edition is (hopefully) strictly limited. Swatch describes it as part of its "What if" series, a line of disruptive communications that mixes economics, patriotism, and web memes: "Because provoking positively is in the DNA of those who know that responding to provocations with lightness is always a good idea", the brand's creatives quip on the Instagram profile @Swatch_IT, where the model was teased a few weeks ago.

From "What If… Tariffs?" to the Italian Encore: The Swatch Strategy

This is not the first time Swatch has donned the garb of the jester of global trade. In September, in response to the 39% tariffs threatened by the US on Swiss imports (including, of course, watches), the brand had launched "WHAT IF… TARIFFS?", a bioceramic model with the numbers 3 and 9 inverted on the dial (a clear wink to 39%) and the % symbol on the battery compartment. Sold exclusively in Switzerland for 139 Swiss francs (about 145 euros), the watch was a "contingent" edition: Swatch had promised to withdraw it from the market as soon as the tariffs were revised or eliminated. The result? An immediate sold-out, viral on Reddit and Hodinkee, with collectors willing to pay up to 1,500 francs on the secondary market. "A way to highlight the absurdity of tariffs, with Swiss humor", Reuters commented at the time.

Now, with the "Fratelli di Pasta", Swatch exports the formula to Italy, tying it to a universal cultural icon. It's a reminder that, in times of trade wars, creativity can be the best antidote: not a boycott, but a toast—or a plate of spaghetti—to European resilience. As the watch makes its debut in stores, who knows if it will become the new must-have for pasta lovers (and tariff-watchers). One thing is certain: Swatch knows that, against tariffs, time is a gentleman... as long as it's measured with irony.