Swiss Watch Prices Set to Rise: What Buyers Need to Know

Starting May 1, 2025, buyers in the U.S. will see price increases across many Swiss watch brands. The moves come in response to several major economic factors: a new 10% U.S. import tariff on Swiss goods, a strong Swiss franc against the U.S. dollar, and record-high gold prices above $3,200 per ounce.

The situation unfolded after the U.S. government initially announced a 31% tariff on Swiss imports; following market turmoil, this was paused, but a 10% tariff remains in place. The strength of the Swiss franc has also made exports more expensive, and the rising cost of gold – a key material in many watches – has further squeezed manufacturers.

With the U.S. being the largest market for Swiss watches, brands now face tough decisions: either absorb the higher costs or pass them on to consumers. Most are choosing the latter.

Some smaller brands, like Christopher Ward, have already reacted; they informed customers they would fully pass on the new import duty, saying, “we certainly, as a brand, can’t afford to absorb it.” Major luxury players are now following suit with price hikes of their own.

Which Watch Brands Are Increasing Prices?

Rolex

Rolex, the leading Swiss watch brand by sales, will increase its U.S. retail prices by an average of 3% starting May 1, 2025. This decision is a direct response to the newly imposed tariffs and the strengthening Swiss franc. 

Omega

Omega, known for its Speedmaster and Seamaster models, is set to raise its U.S. prices by approximately 5% beginning May 1, 2025. This move aligns with the brand's strategy to offset increased import costs due to tariffs and currency fluctuations.

Swatch Group Brands: Blancpain and Glashütte Original

Swatch Group, which owns several luxury watch brands, has announced price increases for some of its subsidiaries.

• Blancpain: Prices will rise by 10% across all models.

• Glashütte Original: An approximate 7% price increase is expected.

These adjustments are attributed to the impact of U.S. tariffs and the appreciation of the Swiss franc.

Cartier (Richemont Group)

Cartier, under the Richemont Group umbrella, is anticipated to implement mid-single-digit percentage price increases in the near future. This expectation is based on market analyses and the brand's historical pricing strategies.

Christopher Ward

Christopher Ward, a British watchmaker with Swiss-made timepieces, has informed its U.S. customers that they will be responsible for a 31% import duty on Swiss-made watches. This decision stems from the company's direct-to-consumer sales model, which necessitates passing on the full cost of tariffs to buyers.

What This Means for Watch Buyers

For consumers, these changes mean one thing: prices are going up. Anyone considering a new luxury watch purchase may want to act quickly before the May increases take effect. Further adjustments could follow if tariffs remain and economic pressures continue.

In short: if a Swiss watch is on your wishlist, now might be the right time to buy before prices climb even higher.