Watch Prices and the 39% Swiss Tariff: What to Expect
On August 7th, Trump announced new tariffs on imports from more than 60 countries—including a 39% tariff on Swiss goods, such as watches. The following day marked the cutoff for Swiss exporters to get goods into the U.S. before the new rate took effect.
What It Could Mean For the Watch Market
So what does this mean for watch enthusiasts?
First, these tariffs will likely impact the retail market—buying direct from Rolex, Tudor, Patek Philippe, etc. After retail stores raise their prices, the pre-owned market may follow, as sellers adjust to keep pace with MSRP.
That said, the timing and extent to which brands pass on these duties will vary.
Recent history offers some insight: in earlier cases of Swiss import duties around 10%, many major brands raised U.S. retail prices between 3–10%. Smaller brands like Christopher Ward have already passed the full cost directly to customers at checkout.
Currently, we’re in the adjustment phase, since brands like Rolex have not yet officially increased their prices.
Is It Time to Buy?
Image Source: Chrono24
Whether now is a good time to buy depends on your goals and risk tolerance. If you were on the fence before, the pre-owned market can be a more affordable entry point. You can try a watch for a few months and see how it fits into your lifestyle.
However, it’s important not to assume that a watch will automatically appreciate—especially when we’re not talking about a specific model. Prices may go up after tariffs like this hit, but that’s not guaranteed.
Source: Bob’s Watches
That said, I’m not suggesting you buy just any pre-owned watch. Look for something you like, but that’s still reasonably priced. If I were deciding today, I’d lean toward stainless steel and black watches—timeless, versatile, and well-suited to any outfit or occasion.
Personally, I’d go for either an Explorer or an Oyster Perpetual. Two classic, flexible choices that work in just about any setting.
Historical Context
Curved End Rubber Strap For Rolex Explorer
Back in 2018 and 2019, during Trump’s first term, the U.S. imposed 25% tariffs on imported steel and 10% on imported aluminum under the Trade Expansion Act.
This likely increased material costs for watch brands during that period, but there’s limited evidence directly linking those increases to the tariffs. The more likely driver was a combination of factors, with tariffs playing only a part.
In this new case, the tariff is significantly larger—39% on all Swiss goods, including watches themselves—so many are speculating a more substantial increase in prices this time around.
Looking Ahead
For now, we’re still in a wait-and-see phase. The full impact of the 39% tariff won’t be clear until major brands start to respond.
If prices do rise—as history suggests they might—the window for value-driven buying could start to narrow. Whether you’re buying new or pre-owned, now is a good time to think carefully about what you want in a watch, how long you plan to hold it, and what kind of value matters most to you.
Leave a comment