A Big Exhale for Swiss Watch Fans
For the first time in months, the Swiss watch industry can finally unclench its jaw. The U.S. has agreed to roll back that dreaded 39% tariff on Swiss imports -- a number so outrageous it felt almost surreal when it dropped right in the middle of Watches &
For the first time in months, the Swiss watch industry can finally unclench its jaw. The U.S. has agreed to roll back that dreaded 39% tariff on Swiss imports — a number so outrageous it felt almost surreal when it dropped right in the middle of Watches & Wonders. You could feel the mood shift in Geneva that week. The halls were full of gorgeous novelties and optimistic forecasts, but the tariff news hung over everything like a sudden alpine storm. Retailers were nervous. Brands were calculating. Collectors were whispering about prices. It was all anyone could talk about.
A scene from my last trip to Watches & Wonders 2025 in Geneva.
Now? The relief is almost palpable. With the rate dropping to a far more manageable level, the industry can get back to doing what it does best: dreaming big, designing boldly, and sending beautifully made watches across the Atlantic without the fear of uncertainty and sticker-shock chaos.
The watchmaking workshops, where it all begins.
For collectors, this is genuinely good news. It means fewer abrupt price swings, less uncertainty around upcoming releases, and a general return to stability — the kind of quiet equilibrium the watch world secretly thrives on. And for the brands, especially the independents and niche maisons, it means momentum regained at a crucial moment. Holiday shopping!
Could Geneva be any more beautiful in the spring?
After months of tension, the pendulum has finally swung back our way. For once, the big headline isn’t doom — it’s a collective sigh of relief. Good news indeed.