Business · Companies · 7 hrs ago
Swatch launches 27-watch collection reimagining Switzerland’s cantons
Swatch has launched 27 watches inspired by Switzerland’s cantons, although the country has 26 cantons.
The collection gives each of the 26 cantons a playful redesign, including a rubber duck on the Zurich watch and a pacifier in place of Obwalden’s key.
The extra design represents an imagined 27th canton, which Swatch describes as an idea celebrating creativity and a joyful outlook.
Its symbol is a parrot with a wooden leg and an eye patch, first introduced at EXPO.02 in 2002.
Each watch costs 100 francs, and the collection’s sale began on Thursday morning.
Buyers must initially go to Swatch’s drive-through in Biel and show a license plate from the canton whose watch they want; an invented plate is allowed, particularly for the 27th design.
Swatch has launched a collection of 27 watches reimagining Switzerland’s cantons.
The collection includes 26 designs based on the country’s cantons and a fictional 27th canton.
The designs alter familiar canton symbols, including a rubber duck on Zurich’s coat of arms and a pacifier in place of Obwalden’s key.
The watches initially are available exclusively at Swatch’s drive-through in Biel.
Customers must show a matching canton licence plate to buy a watch, though an invented plate is also allowed.
- Who
- Swatch, the Swiss watchmaker, launched the collection.
- What
- The “What if … 27 Cantons?” collection has 27 watch models with unconventional canton-inspired designs.
- When
- Sales began on Thursday morning; the article was published on November 5, 2026.
- Where
- The watches are initially available exclusively at Swatch’s drive-through in Biel, Switzerland.
- Why
- Swatch says the fictional 27th canton represents a joyful, imaginative mindset. The collection aims to celebrate creativity.
This story does not have two clearly opposing sides.
The 27th canton was first presented at EXPO.02.
Sales of the collection began on Thursday morning.
A small traffic jam had already formed outside the drive-through, according to ajour.ch.
- Collection
- What if … 27 Cantons?
- Number of models
- 27
- Fictional canton
- The 27th canton is represented by a parrot with a wooden leg and an eyepatch.
- Price
- 100 Swiss francs per watch
- Initial sales location
- Swatch drive-through in Biel
- Purchase requirement
- Show a matching canton licence plate; an invented plate is also accepted.
What people are saying
The 27th canton is a Swatch-created utopia in which everything is possible.
a mindset full of joie de vivre, positive provocation, fantasy, enthusiasm and emotions