The Swiss government’s acquisition of Norman Rockwell’s painting “What Makes It Tick? (The Watchmaker),” is a compelling story of cultural pride and strategic rebranding. Commissioned and painted in 1948, it vividly captures a Swiss watchmaker engrossed in his precise work, symbolizing the meticulous craftsmanship for which Swiss watchmakers are renowned. The decision to purchase this painting was driven by several intertwined motivations, reflecting the Swiss government’s broader cultural and economic strategies during the mid-20th century.

At the core of this acquisition was the promotion of Swiss craftsmanship. Following World War II, the global market for luxury goods, including watches, was becoming increasingly competitive. That the United States led the world in innovation and production and was widely recognized. The U.S. was the country to emulate. Recognizing this, the Swiss government sought to secure its own niche in the growing global economy and to adapt to the new world order.

While Switzerland had a long-standing reputation for excellence in watchmaking, many of the brands we recognize today as dominant, such as Patek Philippe, Audemars Piguet, Longines, and Rolex, primarily focused on creating intricate, sophisticated, and elegant designs for a a limited and extremely wealthy clientele. Due to the costly, complex movements and design featured in these watches, the market for them was limited. Their production lines were not scalable, making it challenging to reach a broader audience. To generate significant economic impact, modernization in design and manufacturing was a necessity.
For example, in even a seemingly simple component, such as a screw, there were significant differences between the American approach and the Swiss approach. The American watch industry was known for its early adoption of mass production techniques. Companies like Waltham Watch Company and Elgin National Watch Company were pioneers in using machinery to produce watch components on a large scale. This approach had the advantage of higher output and consistency. Many small, family-run workshops in Switzerland focused on hand-polishing and fine-tuning screws to meet the exacting standards required for high-end watches. Even in larger Swiss factories, there was often more manual intervention in the finishing processes. The Swiss government knew that unless its watchmakers adopted modern, “American style” manufacturing processes, their impact on and their share of the world market would be limited.

American watch manufacturers focused on precision engineering and interchangeable parts. The use of standardized components, including screws, was central to their approach. This standardization meant that these components had to be produced with very tight tolerances to ensure they would fit perfectly into any watch of the same model. While Swiss watchmakers focused on precision, they were more likely to individually match components to the specific watch being assembled, resulting in maintenance problems and higher costs, putting the Swiss at a further disadvantage.

In the post-war period, the Swiss wanted to present themselves to the world as manufacturing leaders, rather than, as some critics suggested, a nation heavily compromised by economic self-interest arising from its failure to take a stronger moral stance against Nazi atrocities. The Swiss saw in the watch making industry an opportunity to be seen as a nation of innovation and excellence in the new world order.
The purchase of Rockwell’s painting fit neatly into this broader narrative. Following the lead of the U.S., the Swiss government wanted to project an image of a country that valued tradition, while also being at the forefront of innovation and modern industry. The watchmaking industry fit well within this strategy.
Rockwell, born on February 3, 1894, in New York City, was an internationally acclaimed painter and illustrator, known for his ability to capture the essence of everyday life with warmth and relatability. The painting may have been foreshadowed as Rockwell’s great-grandfather, Samuel Rockwell, apprenticed to a watchmaker in Manhattan at the age of fifteen and by the time he had turned twenty-six, had purchased the business. It is unknown to what degree that the exposure to his grandfather’s trade influenced the painting, but there are no doubt parallels between the painting, the timeline, and the attention to detail required to be a watchmaker and to paint as Rockwell did.

His works were not only popular in the United States, but they were also admired worldwide. By purchasing a piece from such a celebrated American artist with a knack to capture the essence of everyday life, the Swiss government would leverage Rockwell’s global reputation and use the symbols of American excellence to spearhead Switzerland’s rebranding. Rockwell’s portrayal of a Swiss watchmaker was seen by an international audience as an endorsement of the values of precision, quality, and meticulousness that the Swiss watchmaking industry wished to exhibit, while maintaining the tradition, artistry, and craftsmanship for which they had always been known.

The painting, about which Rockwell once remarked was, “One of my best, I think”, also served an educational purpose by inspiring future generations of Swiss watchmakers. By highlighting the dedication and precision required in the craft, the painting helped foster a sense of pride among young artisans. In acquiring this painting, the Swiss government set the path that its now globally recognized watch industry followed.
The painting was displayed in various prominent locations for years, reminding both Swiss citizens and international visitors of the country’s position in the world of watchmaking. It was a cultural investment that paid dividends by focusing on Switzerland’s watchmaking reputation while supporting its economic interests. At the World’s Fair 1964-1965 in New York, the Elgin Watch Company displayed “The Watchmaker” prominently as part of their exhibit. The fair, which was known for showcasing innovations and cultural artifacts, provided an ideal setting for Elgin to highlight the craftsmanship and precision associated with their timepieces.

After acquiring the uniquely American Rockwell painting, the Swiss were able to use the watchmaking industry to encourage cultural pride, strategic promotion, and enhance its global image. The painting has come to symbolize the precision, quality, and dedication that has become synonymous with Swiss watchmaking. It serves as a tribute to artisans, while having become a powerful tool for national branding. With this acquisition, Switzerland effectively utilized art to celebrate and perpetuate its cultural legacy, reinforcing its reputation as a leader in watchmaking craftsmanship and innovation.