The 39% tariffs on Swiss exports to the United States, introduced in August, are a heavy blow for Swiss watchmakers. Industry journalist Alexey Tarkhanov went to the Geneva Watch Days trade fair to get a feel for the mood. The announcement had already cast a shadow over Swiss National Day, August 1. One month later, during the Geneva Watch Days 2025, which ran from September 4-7, the question was on everybody’s lips, even overshadowing the launch of new collections: what will become of these watches on the US American market, the main destination for Swiss timepieces since the Chinese slowdown from 2022? Watchmaking accounts for around 7% of total Swiss exports, and nearly 17% of the value of watch exports goes to the United States. In 2024 this represented more than CHF4.3 billion ($5.4 billion). Several major brands already upped their prices in spring in response to the strong Swiss franc and the introduction of an initial 10% tariff. With the new duties announced by US ...
