Patek Philippe Likely to Lower Prices in the US Following Tariffs Cut; Robust Growth Observed in Secondary Watch Market

In an intriguing maneuver, illustrious Swiss watch brand Patek Philippe is expected to roll back prices on some of its models in the US market by up to 8%, following a significant decrease in US tariff for Swiss products, down from 39% to a mere 15%. Although official confirmation from Patek’s offices in Geneva and New York is yet to arrive, this potentially rejuvenates the Swiss luxury watch market in the US, impacted last year by a hefty 15% price increase imposed in response to the notably elevated tariff imposed by the White House.

In another aspect of horology, the secondary watch market has been witnessing an aggressive rise in used and pre-owned prices across several recognized brands for the first time in years. Closing the fourth quarter of 2025, 21 of the 35 tracked brands showed gains, disrupting a three-year trend of weakened quarterly performance. Fluttering under the wings of the ‘Big Three’ - Rolex, Patek Philippe, and Audemars Piguet, the used watch market reflects a tectonic shift towards the secondary market even amidst aggressive retail price inflation.

However, while the secondary watch market registers resilient growth, its current estimated $20-25 billion worth still trails the size of the traditional market by more than half. Despite the lingering gap, expert opinion from Oliver Müller of LuxeConsult suggests that it might overtake the primary sales for newly released models within the coming decade.