The Trump government shocked Switzerland with new punitive tariffs. Few seemed more surprised than buyers and Swiss watch sellers.
Oliver R. Müller, a Switzerland luxury watch consultant, was outraged by the impact that tariffs are likely to have the country’s watchmaker industry, which has recently been counting on US demand to compensate for falling sales in China.
“It’s another weight that adds to many others,” Müller said in an interview.
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The 39% rate imposed by management on all Swiss imports, if passed on by coveted brands such as Rolex, Patek Philippe and Omega to US distributors, would probably result in retail price increases between 12% and 14%, estimated Müller. This would add about $ 1,000 at the price of $ 9,500 from a stainless steel submariner.
Swiss watches have long been a symbol of wealth, and over the years the president has been seen wearing several luxury watches, including a Rolex. Members of their family and administration also boasted Swiss clocks in public. For observers, this made the 39% tariff even more annoying.
“In addition, he likes Swiss clocks!” Said Müller.
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Luxury watches have been gaining a growing base of American fans in recent years, with collectors displaying their pieces on social networks. The Watches of Switzerland store chain, which has units in US purchases in the US, said in a statement that it will continue to “work closely with our brand partners to mitigate any potential impact.”
Trump administration officials did not seem focused on watches by establishing tariffs, citing pharmaceutical products as the main reason for commercial imbalance between countries. The US does not have a large industry of luxury clocks.
Online clock enthusiasts have long been following the brands and models of luxury watches used by members of Trump administration. FBI director Kash Patel was seen using a Breitling. The former Doge Chief, Elon Musk, has a Tag Heuer with the Spacex logo.
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Secretary of State Marco Rubio – who in previous political life stated that Trump, if he had not inherited a fortune from his father, would be “selling clocks in Manhattan” – he has also used a Rolex.
There were already warning signs in the Swiss watch industry before Trump’s tariffs. Exports fell 5.6% in June compared to the previous year, according to the Swiss watch industry federation, a commercial group. This was driven by “significant falls” in sales in the US, Japan and Hong Kong, the group said in a monthly report.
Trump lent his name and signature to a watched line with Maga code last year, including a $ 100,000 Tourbillon “Switzerland”.
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Clock manufacturers, a company registered such as Thebestwatchesonearth LLC, did not respond to a comment order sent through an intermediary. The site states that the clocks “are not politicians and have nothing to do with any political campaign.”
© 2025 Bloomberg L.P.
