Soaring Ahead Against Heavy Headwinds: The Unprecedented Surge of Swiss Watch Exports to the U.S. amidst Soaring Tariffs

In anticipation of tariffs on imported goods from Switzerland, Swiss watch exports to the U.S. experienced an unprecedented surge last month. An impressive 45% jump to CHF 555 million by value in July demonstrated a strategic ploy by brands and retailers to stock up in this crucial market. The Federation of the Swiss Watch Industry revealed these figures, marking the continuation of a volatile pattern for Swiss watch exports to its biggest single market. Unexpected import levies, imposed by the Trump administration, have propelled a 24% gain in Swiss watch exports to the U.S. in 2025.

According to Jean-Philippe Bertschy, a Vontobel analyst, the U.S. tariff situation is distorting monthly export data for the Swiss industry, which faces numerous challenges including ’luxury fatigue’ and continual sluggishness in China. Industry leaders, like Breitling’s top executive, have confirmed that a strategy to ship stock to U.S. retail partners ahead of the tariff deadline has been deployed. Breitling disclosed it has approximately 3 months’ worth of inventory in the U.S. and if a successful deal to diminish the tariffs imposed on Swiss goods isn’t negotiated, the price of their timepieces likely will have to increase to balance out the greater costs.