Former President Trump Graces 2025 US Open, a Bold Move by Rolex Under Ongoing US-Swiss Tariff Tensions

Donald Trump, the former US President, will attend the 2025 US Open, marking his return to the sporting event after a decade-long hiatus. The occasion is particularly significant due to Trump’s unexpected invitation from Rolex, the Swiss watchmaking giant. This move unfolds under the backdrop of recent tariffs implemented by the Trump administration on Swiss products, making Rolex’s decision all the more intriguing.

The men’s final match looks forward to a thrilling face-off between Jannik Sinner and Carlos Alcaraz, both in exceptional form and promising an exciting spectacle. Trump’s attendance adds yet another layer of interest, given his past associations with various sporting events during his term as president.

On the luxury watch industry front, Trump’s presence at the event, as Rolex’s guest, could pave the way for crucial discussions on existing tariff challenges between the US and Switzerland. The current 39% tariff rate on Swiss imports is among the highest globally, making these discussions especially crucial for watch manufacturers like Rolex. It would not be surprising if Rolex’s top management, including CEO Jean-Frederic Dufour, seized the opportunity to connect with Trump and influence tariff negotiations, considering the US is Switzerland’s largest watch export market.

Trump’s known predilection for Rolex watches, coupled with the brand’s significant cultural and business implications, suggests the potential for this event to be a decisive turn in US-Swiss tariff talks. As such, it offers a glimmer of hope to Swiss watchmakers and consumers anticipating an ease in tariff restrictions since their April 2025 announcement.