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Significant Decline in Swiss Watch Exports to the U.S. Amid Tariff Challenges

23 October 2025

September saw a staggering 55.6% drop in Swiss watch exports to the United States, reflecting ongoing industry struggles due to high tariffs.

Reviewed by WorldBlink Editorial Desk

Based on reporting originally published by Robb Report

Adapted and rewritten by WorldBlink for clarity and readability.

Published on: 23 October 2025

In-depth analysis

Market overview

Swiss watch exports to the United States faced a severe decline of 55.6% in September, marking the second month of falling figures. The imposition of a 39% tariff in August has significantly impacted sales, reducing the export value to approximately 111 million Swiss francs. This downturn has shifted the U.S. from a leading to a third-place position among Swiss watch importers.

Key business trends

The luxury watch market is experiencing notable shifts, particularly with the U.S. tariff affecting sales. While exports to the U.S. decline, markets in China and Hong Kong are thriving, with increases of 30% and 21%, respectively.

Impact on companies

The high tariff has forced Swiss watch companies to rethink their strategies in the American market. As sales plummet, businesses are exploring innovative approaches to manage costs and sustain their market presence, while the Swiss government seeks to negotiate tariff reductions.

Future projections

If the current tariff remains, analysts predict a continued decline in Swiss watch availability in the U.S. market. This could further reshape consumer purchasing behaviors and challenge the industry's recovery in the luxury segment.

Did you know?

What this means for your wallet

The steep decline in Swiss watch exports means American consumers may face higher prices or limited availability of luxury timepieces. Retailers might pass on increased costs due to tariffs, resulting in a shrinking selection and less competitive pricing. For watch enthusiasts, this could mean waiting longer for desired models or settling for alternatives as the market adjusts.

What analysts aren't telling you

Despite the significant decline in exports, demand for luxury watches priced over 3,000 francs actually increased, suggesting that affluent consumers are less sensitive to price hikes. This contrasts with the broader market's downturn, indicating that high-end buyers may prioritize exclusivity over price.

One person's journey

Marcus, 34, from Chicago, has been saving for years to buy his first Swiss watch, a symbol of success and craftsmanship he admired since childhood. When he finally had enough, the news of the 39% tariff hit hard. Marcus watched as the price of his dream watch soared beyond reach. Now, he feels a mix of frustration and disappointment, wondering if he'll ever own that piece of luxury. Each day, he visits local retailers, hoping to find a way around the tariff's impact, but the dream feels increasingly distant.

Expert Commentary

The steep decline in Swiss watch exports to the U.S. highlights the significant impact of trade policies on luxury markets. As tariffs reshape consumer behavior and purchasing patterns, the Swiss watch industry faces a pivotal challenge. The shift in demand toward markets like China suggests that luxury brands must adapt their strategies to survive in an increasingly competitive global landscape.

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Significant Decline in Swiss Watch Exports to the U.S. Amid Tariff Challenges

In-depth analysis

Market overview

Key business trends

Impact on companies

Future projections

Did you know?

What this means for your wallet

What analysts aren't telling you

One person's journey

Expert Commentary

Related topics