What the New Tariffs on Swiss Watches Could Mean for U.S. Collectors

As of August 7th, 2025, a new 39% tariff on Swiss imports will officially go into effect in the United States – sending ripples through the luxury watch world. The announcement, reported last week by CNBC, marks a significant and unexpected escalation in U.S.-Switzerland trade tensions, one that could directly impact watch collectors, retailers, and enthusiasts alike.

What does this mean for the U.S. watch market?

Switzerland is the global heart of fine watchmaking, and most of the world’s premier luxury watch brands – including Rolex, Patek Philippe, Audemars Piguet, and Omega – originate from there. A 39% tariff on Swiss goods could, in theory, lead to significantly higher prices at U.S. retail counters and even in the secondary market. However, the story may not be so straightforward.

What we expect at DavidSW

Here at DavidSW, we’ve been closely monitoring the situation and speaking with industry partners. While the tariff is substantial, most major Swiss brands have long lead times and strategically planned inventory cycles. It’s very likely that brands had already pre-positioned significant inventory within the U.S. ahead of this announcement – especially in an election year when trade tensions are often unpredictable.

That means: in the short term, we don’t expect prices to spike immediately for new retail pieces or for watches on the secondary market.

Looking further ahead, if the tariff remains in place for an extended period, brands may look for ways to offset the impact rather than pass the full cost onto consumers. This could mean adjusting production costs, absorbing some of the additional export expenses, or reconfiguring distribution strategies. The goal for most Swiss maisons will be to maintain accessibility and consumer confidence – especially in critical markets like the U.S.

What this means for buyers and collectors

For collectors and buyers in the U.S., the key takeaway is this: we don’t expect sudden, dramatic pricing changes overnight. But if you’ve been considering a major purchase – especially of a Swiss-made piece – it may be wise to act sooner rather than later, before any potential mid- to long-term adjustments begin to ripple across the market.

At DavidSW, we remain committed to offering competitive pricing, an unmatched selection, and exceptional customer service regardless of market shifts. Our extensive inventory is already U.S. based, meaning we’re well-positioned to help our customers continue building their collections without disruption.

We’ll be keeping a close eye on how this unfolds and will provide updates as more information becomes available.

— The DavidSW Team