Rolex watches are subject to Trump’s tariffs. Credit: Saeid Poorat, Shutterstock
A 39% tariff on Swiss imports came into effect on August 7, 2025, sending shockwaves through the luxury watch market as brands such as Rolex Brace for price hikes and changes in consumer behavior.
The tariffs announced by Donald Trump in a drastic executive order target all Swiss imports and are part of a broader overhaul of US trade policy. Switzerland is currently facing one of the highest global tariff rates under the Trump framework, as it lacks a formal trade agreement with the US by the August deadline.
Switzerland monitors exports It is primarily affected by Trump’s tariffs
Last year, Switzerland exported more than $6 billion worth of watches to the US, making the US the top market since 2020. However, the new 39% collection is forcing major brands, including Rolex, Omega, Patek Philippe and Virchelon Constantine, to choose to absorb costs or increase prices.
According to Fox is alive now“Some prices (are) are reportedly rising 15%, especially for gold models and high-end watches. Independent brands without deep financial buffers are particularly vulnerable.
Wall Street Journal The Swatch Group, which recorded “double-digit” growth in U.S. sales earlier this year, reports that it warned investors that tariffs, currency changes and gold prices could further narrow the margins.
Second hand watch markets may make a profit
While luxury retailers are bracing for impact, collectors are already turning to second-hand markets for relief.
According to FoxThe second-hand industry currently accounts for nearly a third of global watch sales, with platforms like Chrono24 and WatchCharts seeing a surge in demand. Used watch prices have fallen for the 13th consecutive quarter, making them even more attractive to price-conscious buyers.
An analysis by Morgan Stanley and Watchcharts found that demand for second-hand markets is growing faster than new markets. In particular, investment grade watches such as Rolex and Patek Philippe tend to retain value.
Do watch collectors pay more for prestige or pivot?
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