⏱ 1 min 30 read
Background
Biel-based watchmaker Swatch, led by Nick Hayek, keeps launching low-cost marketing stunts. In spring 2026, its collaboration with Audemars Piguet sparked strong demand. Its “What if…?” series regularly pokes fun at current events.
The key points
Since Thursday 5 November 2026, Swatch has been selling a collection of 27 cantonal watches. The coats of arms of the 26 cantons have been playfully redesigned. The 27th model depicts an imaginary canton, shown as a red, pirate-like bird.
According to 20 minutes, the “What if 27 cantons?” collection is inspired by Expo.02, which had launched the idea of a utopian 27th canton. The watches are sold only at the Swatch Drive-Thru in Biel, the group's headquarters, until the end of the year. Buyers must show a number plate from the canton they choose.
On launch day, a queue formed in front of the shop, according to local media outlet Ajour, quoted by 20 minutes. The collection is available only in Switzerland.
Key figures
- CHF 100 : price of each cantonal watch
- 27 : number of models, one per canton plus an imaginary canton
- 139 francs : price of the “What if…Tariffs?” edition launched on 10 September 2025
- Less than 48 hours : time taken for this edition to sell out
- 39 % : US tariffs on Swiss goods targeted by this edition
What it means for businesses
- Swatch : sales are limited for now to its Biel headquarters, where a queue formed at launch.
- Other outlets : Swatch has not yet said whether it will sell the collection in other branches, according to Blick.
