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Biel-based watchmaker Swatch<\/strong>, led by Nick Hayek, keeps launching low-cost marketing stunts. In spring 2026, its collaboration with Audemars Piguet<\/strong> sparked strong demand. Its \u201cWhat if\u2026?\u201d series regularly pokes fun at current events.<\/p>\n Since Thursday 5 November 2026<\/strong>, Swatch has been selling a collection of 27 cantonal watches<\/strong>. The coats of arms of the 26 cantons have been playfully redesigned. The 27th model depicts an imaginary canton<\/strong>, shown as a red, pirate-like bird.<\/p>\n According to 20 minutes, the \u201cWhat if 27 cantons?\u201d collection is inspired by\u00a0Expo.02<\/strong>, which had launched the idea of a utopian 27th canton. The watches are sold only at the Swatch Drive-Thru<\/strong> in Biel, the group's headquarters, until the end of the year. Buyers must show a number plate from the canton they choose.<\/p>\n 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.<\/p>\nThe key points<\/h3>\n
Key figures<\/h3>\n
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What it means for businesses<\/h3>\n
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Read also<\/h3>\n