A Switzerland of 27 Cantons

What if the Swiss Confederation woke up to a 27th canton? Swatch takes the utopian idea to its fullest with its brand-new collection of 27 watches, WHAT IF… 27 CANTONS?, launched on 5 November. Twenty-six models reinterpret the cantonal flags in true Swatch style — irreverent and humorous — while a twenty-seventh celebrates an imaginary canton: a territory of creativity and optimism, without borders, an official language… or taxes! More a “state of mind” than a state in the traditional sense, as the brand explains.

This playful vision first took root 25 years ago, with a project conceived by Nick Hayek Jr. and brought to life through a manifesto in the form of a political and advertising hoax, in the context of Expo.02. Collectors are invited to hit the road to Biel without delay, heading straight for the Swatch drive-thru, currently the only place where the watches are available. But be sure to arrive in the right vehicle: only the watch corresponding to the canton on your licence plate can be purchased!

The collection will become available nationwide in all Swatch boutiques from 1 January 2027, and will continue to make its way across the country with a travelling Swatch bus, ensuring everyone gets their very own cantonal watch.

swatch.com