Throughout his life, Watson maintained a deep interest in international relations, from both a diplomatic and a business perspective. He was known as President Roosevelt's unofficial ambassador in New York and often entertained foreign statesmen. In 1937, he was elected president of the International Chamber of Commerce (ICC) and at that year's biennial congress in Berlin stated the conference keynote to be "World Peace Through World Trade". That phrase became the slogan of both the ICC and IBM.
Watson's merger of diplomacy and business was not always lauded. In 1937 Watson met Adolf Hitler in Watson's capacity as President of the International Chamber of Commerce. During the 1930s, IBM's German subsidiary was its most profitable foreign operation, and a 2001 book by Edwin Black, IBM and the Holocaust, proves that Watson's pursuit of profit led him to personally approve and spearhead IBM's strategic technological relationship with Nazi Germany. It describes how IBM provided the tabulating equipment Hitler used to round up the Jews. His Hollerith punch-card machines are in the Holocaust Museum today. The book describes IBM's punch cards as "a card with standardized holes", each representing a different trait of the individual. The card was fed into a "reader" and sorted. Punch cards identified Jews by name. Each one served as "a nineteenth-century bar code for human beings". In particular, critics point to the Order of the German Eagle medal that Watson received at the Berlin ICC meeting in 1937, as evidence that he was being honored for the help that IBM's German subsidiary Dehomag (Deutsche Hollerith-Maschinen Gesellschaft mbH) and its punch card machines provided the Nazi regime, particularly in the tabulation of census data (i.e. location of Jews). Another study argues that Watson believed, perhaps naively, that the medal was in recognition of his years of labor on behalf of global commerce and international peace. Within a year of the Berlin congress though, where Watson's hopes had run high, he found himself strongly protesting the German policy toward the Jews.
In 1937, Watson was awarded the Order of the German Eagle by Adolf Hitler. Watson was also president of the International Chamber of Commerce in 1937; the medal was awarded while the ICC was meeting in Germany that year.