A 39% U.S. tariff on Swiss imports takes effect August 7, hitting luxury watch brands hard. Swiss exports to the U.S. topped $6 billion last year, with brands like Rolex now facing pricing pressure.

The luxury watch world didn’t wait long to make its first statement of the year. As 2026 begins, Rolex, Audemars Piguet, and Tudor have quietly but decisively raised prices across their collections, ...

Swiss watch exports fell in April from a year earlier, when companies were rushing to get stock into the US ahead of higher ...

Overall exports slumped by 16.6 percent to 2.1 billion Swiss francs, with American shipments weighing heavily.

Rolex is set to increase its watch prices by seven percent on average for 2026, according to WatchPro. The Swiss luxury watchmaker increases prices every year, as do competitors Patek and Omega. The ...

Watchmakers are introducing smaller case sizes to meet growing demand. In some cases, prices for smaller references are rising faster than their larger counterparts.