Swatch to Raise U.S. Watch Prices After Trump Tariffs

Swiss watchmaker Swatch will increase its U.S. prices by 5% to 15% following the 39% tariff imposed on Swiss imports by President Donald Trump last month. Chief Executive Nick Hayek explained in an interview with NZZ am Sonntag that while tariffs could be partly offset through transfer pricing and margins, higher retail costs were unavoidable.

“Depending on the brand, we will increase prices in the range of 5 to 15 percent. But since we also have a strong presence in Canada and Mexico, there will be opportunities there too for American consumers,” Hayek said. He added that Swatch products are widely available on Caribbean cruise ships, often duty-free, giving U.S. buyers more alternatives.

Despite the tariff challenges, Swatch continues to perform strongly in the U.S. market. Hayek noted that as of August, sales were up about 15% in local currency across all brands. Demand remains resilient, with Americans still purchasing Swatch watches even after the price hikes.

One example of the impact is the MoonSwatch Moonshine Gold model, which recently rose in price from $400 to $450. “Naturally, American customers weren’t happy about that, but they also understood it wasn’t our fault, but rather the result of U.S. policy,” Hayek said.

Swatch even launched a special edition watch poking fun at Trump’s tariff policies, underlining the company’s ability to adapt while maintaining customer interest. With its strong footprint in North America and strategic global presence, Swatch aims to navigate the tariff landscape without losing its appeal among U.S. watch enthusiasts.