All articles tagged with #swiss watch industry
Audemars Piguet is reporting record monthly sales and 10% organic growth in 2025, driven by its May collaboration with Swatch. The 'Royal Pop' collection, priced at $400, generated over 20 billion social media mentions and attracted younger consumers, defying the broader decline in the Swiss watch industry. CEO Ilaria Resta describes this as a strategy of 'radical openness' to counter market stagnation.
Geneva Watch Days 2026 concluded with a record 71 participating brands and nearly 400 new releases, though total attendance dropped to 15,000 from 17,000 last year. The event featured major debuts from Breitling, MB&F, and Zenith, while attendees noted a more streamlined and less chaotic experience due to improved logistics and expanded hotel participation.
A 39% U.S. tariff on Swiss watches is likely to increase prices, potentially reducing affordability for Gen Z buyers and shifting demand towards pre-owned and domestic markets, while impacting the Swiss watch industry and its supply chains.
Swiss watchmaker Breitling and other industry players are responding to the 39% U.S. tariffs by stockpiling inventory to avoid immediate price hikes, while the Swiss government is negotiating for better trade terms. If no agreement is reached within three months, prices may increase globally, impacting exports and jobs. Retailers in the U.S. have also prepared by increasing stock, but the industry faces significant challenges if tariffs remain high.
U.S. President Trump's announcement of a 39% tariff on Swiss goods, including watches, has plunged the Swiss watch industry into crisis, causing price hikes, supply constraints, and potential shifts in market strategies, with industry insiders warning of long-term impacts on pricing and availability.