{"id":536119,"date":"2025-12-05T12:29:20","date_gmt":"2025-12-05T01:29:20","guid":{"rendered":"https:\/\/dmarge.com\/?p=536119"},"modified":"2025-12-05T12:32:27","modified_gmt":"2025-12-05T01:32:27","slug":"us-market-watches-of-switzerland","status":"publish","type":"post","link":"https:\/\/dmarge.com\/watches\/us-market-watches-of-switzerland","title":{"rendered":"This Is One Luxury Watch Market Switzerland Simply Can&#8217;t Afford To Lose"},"content":{"rendered":"<ul class=\"wp-block-list\"><li><strong>Watches of Switzerland reports a 15% surge in US sales, worth $825 million AUD, in six months.<\/strong><\/li><li><strong> Nearly 60% of company profitability now driven by American buyers, confirming the US as its core market<\/strong><\/li><li><strong>Despite tariff scandals and ongoing scrutiny of gifts to Trump, US watch demand remains the strongest in the world<\/strong><\/li><\/ul><p><a href=\"https:\/\/dmarge.com\/watches\/us-tariffs-rolex-cartier-patek-philippe-countries\" target=\"_blank\"  rel=\"noreferrer noopener\">We\u2019ve had quite a bit to say about the United States<\/a> and its decisions to <a href=\"https:\/\/dmarge.com\/watches\/rolex-prices-trump-tariff\" target=\"_blank\"  rel=\"noreferrer noopener\">leverage hefty tariffs<\/a> against countries like Switzerland and its luxury Swiss exports. We even suggested that <a href=\"https:\/\/dmarge.com\/watches\/unexpected-winner-trumps-swiss-watch-tariffs\" target=\"_blank\"  rel=\"noreferrer noopener\">America\u2019s taste for luxury might finally be slowing<\/a>, with more markets opening up in retaliation to Trump\u2019s tariff tactics.<\/p><p>But the numbers don\u2019t lie: <a href=\"https:\/\/www.watchswiss.com\/\" target=\"_blank\"  rel=\"noreferrer noopener\">Watches of Switzerland<\/a> just posted a 15% bump in US sales for the first half, translating to more than \u00a3409 million (~$825 million AUD) in <a href=\"https:\/\/dmarge.com\/watches\/best-rolex-watches-men\" target=\"_blank\"  rel=\"noreferrer noopener\">Rolex<\/a>, TAG Heuer, and Audemars Piguet walking out the door in six months.<\/p><p>Almost 60% of the company\u2019s total profitability now comes from American buyers alone, making it clearer than ever which flag is keeping the lights on in Geneva.<\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-1901478239\" class=\"ad-container\"><script type=\"text\/javascript\">var load_532822906 = function () {googletag.cmd.push(function () {var slot_532822906 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[300,250],[320,100],[320,180],[336,280],[640,360]],\"incontent-1901478239\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_532822906.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-1901478239\");});};adsQueue.push(load_532822906);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                <figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" src=\"https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Gold-bar.webp\" alt=\"President Trump gold bar\" class=\"wp-image-536124\" style=\"width:840px;height:auto\" srcset=\"https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Gold-bar.webp 700w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Gold-bar-640x427.webp 640w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Gold-bar-255x170.webp 255w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Gold-bar-480x320.webp 480w\" sizes=\"auto, (max-width: 480px) 400px, (max-width: 640px) 600px, (max-width: 768px) 700px, (min-width: 769px) 800px, 1000px\" \/><figcaption class=\"wp-element-caption\">A golden gift, fit for a \u2018president\u2019 in the Oval Office.\u00a0Photograph: Jacquelyn Martin\/AP<\/figcaption><\/figure><p>This momentum continues even as Swiss lawmakers file criminal complaints over glittering \u201cgifts\u201d handed to Donald Trump shortly before he reduced his own crippling tariffs; a Rolex table clock worth up to 25,000 CHF (~$47,000 AUD) and a gold bar possibly exceeding 100,000 CHF (~$188,000 AUD). <\/p><p>The timing raised eyebrows in Bern; the Attorney General is assessing whether any of this qualifies as bribery. <\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-20041121\" class=\"ad-container\"><script type=\"text\/javascript\">var load_578756720 = function () {googletag.cmd.push(function () {var slot_578756720 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[250,250],[300,100],[300,250],[320,100],[336,280]],\"incontent-20041121\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_578756720.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-20041121\");});};adsQueue.push(load_578756720);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                <p>Yet while the diplomats argue and the lawyers get busy, American collectors continue to buy without hesitation; boutiques stay stocked and moving; brand partners quietly celebrate that what was meant to be economic deterrence has instead fortified demand. <\/p>    <div class=\"content-subscribe\">\n        <div class=\"subscribe-box\">\n            <p class=\"subscribe-title\">Curated news for men, <br\/>delivered to your inbox.<\/p>\n            <form class=\"subscribe-form\" method=\"POST\">\n                <div class=\"subscribe-input\">\n                    <label class=\"screen-reader-text\" for=\"subscribe-email\">Email:<\/label>\n                    <input type=\"email\" name=\"email\" id=\"subscribe-email\" placeholder=\"Enter your email\" required class=\"form-control\" autocomplete=\"on\" \/>\n                    <button type=\"submit\" class=\"button button-primary subscribe-button\">Sign Up<\/button>\n                    <input type=\"hidden\" name=\"source\" value=\"article\" \/>\n                    <input type=\"hidden\" id=\"_wpnonce\" name=\"_wpnonce\" value=\"e2df992756\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/wp-json\/wp\/v2\/posts\/536119\" \/>                <\/div>\n                <div class=\"form-result\"><\/div>\n            <\/form>\n            <p class=\"subscribe-copy\">Join the DMARGE newsletter \u2014 Be the first to receive the latest news and exclusive stories on style, travel, luxury, cars, and watches. Straight to your inbox.<\/p>\n        <\/div>\n    <\/div>\n    <p>The US accounts for nearly 17% of all shipments out of Switzerland; the number one market globally by a comfortable margin. <\/p><p>Even at the peak of uncertainty, American consumers behaved as though nothing had happened. Because <a href=\"https:\/\/dmarge.com\/watches\/rolex-waitlists-are-finally-cracking\" target=\"_blank\"  rel=\"noreferrer noopener\">if you\u2019ve been waiting the better part of 12 months<\/a> for a new Daytona, you won\u2019t exactly wait for geopolitics to settle when your number gets called. <\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-1110060287\" class=\"ad-container\"><script type=\"text\/javascript\">var load_1669058896 = function () {googletag.cmd.push(function () {var slot_1669058896 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[250,250],[300,100],[300,250],[320,100],[336,280]],\"incontent-1110060287\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_1669058896.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-1110060287\");});};adsQueue.push(load_1669058896);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                <figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Watches-of-Switzerland-feature-1400x933.jpg\" alt=\"Watches of Switzerland\" class=\"wp-image-536125\" srcset=\"https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Watches-of-Switzerland-feature-1400x933.jpg 1400w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Watches-of-Switzerland-feature-960x640.jpg 960w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Watches-of-Switzerland-feature-640x427.jpg 640w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Watches-of-Switzerland-feature-768x512.jpg 768w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Watches-of-Switzerland-feature-480x320.jpg 480w\" sizes=\"auto, (max-width: 480px) 400px, (max-width: 640px) 600px, (max-width: 768px) 700px, (max-width: 1024px) 800px, (min-width: 1025px) 1000px, 2048px\" \/><figcaption class=\"wp-element-caption\">Watches of Switzerland\u2019s 15% hike shows just how important the US market is. Image: Watches of Switzerland<\/figcaption><\/figure><p>Next year, the global luxury market is projected to grow again. Reports suggest that <a href=\"https:\/\/dmarge.com\/watches\/luxury-growth-watch-boom\" target=\"_blank\"  rel=\"noreferrer noopener\">China is warming up<\/a>; Europe is holding its nerve; but the real weight sits with the United States, where enthusiasm has shifted from hype-driven scramble to confident acquisitions of some of the world\u2019s biggest timepieces.<\/p><p>It\u2019s behaviour we\u2019ve seen elsewhere, too, with <a href=\"https:\/\/dmarge.com\/luxury-lifestyle\/gen-z-spending-habits-are-changing\" target=\"_blank\"  rel=\"noreferrer noopener\">Gen-Z shoppers<\/a> and China\u2019s middle class showing that luxury purchases are better done with conviction rather than impulse, favouring icons with proven cultural clout over a trending novelty that fades before you\u2019ve closed the crown. <\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-675102897\" class=\"ad-container\"><script type=\"text\/javascript\">var load_1509629568 = function () {googletag.cmd.push(function () {var slot_1509629568 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[250,250],[300,100],[300,250],[320,100],[336,280]],\"incontent-675102897\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_1509629568.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-675102897\");});};adsQueue.push(load_1509629568);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                <figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Swiss-Oval-Office-Getty-1400x933.jpg\" alt=\"\" class=\"wp-image-536123\" srcset=\"https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Swiss-Oval-Office-Getty-1400x933.jpg 1400w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Swiss-Oval-Office-Getty-960x640.jpg 960w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Swiss-Oval-Office-Getty-640x427.jpg 640w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Swiss-Oval-Office-Getty-768x512.jpg 768w, https:\/\/dmarge.com\/wp-content\/uploads\/2025\/12\/Trump-Swiss-Oval-Office-Getty-480x320.jpg 480w\" sizes=\"auto, (max-width: 480px) 400px, (max-width: 640px) 600px, (max-width: 768px) 700px, (max-width: 1024px) 800px, (min-width: 1025px) 1000px, 2048px\" \/><figcaption class=\"wp-element-caption\">Trump meets with Swiss big wigs in the Oval Office. Image: Keystone-SDA<\/figcaption><\/figure><p>Australia is performing well in a similar vein, embracing that an impressive mindset that continues to look at the value proposition of any purchase. Nevertheless, America is still the centre of gravity right now. <\/p><p>It shapes allocations; dictates priorities; and keeps the Swiss waking each morning with grateful accountants. Tariffs, gifts, and political theatre can swirl in the background, but the truth is simple. The American wrist remains the most influential place a Swiss watch can land; everything else is commentary.<\/p>","protected":false},"excerpt":{"rendered":"<p>Watches of Switzerland just posted a 15% surge in US sales; nearly 60 percent of total profitability now comes from American wrists. Even tariffs cannot slow demand.<\/p>\n","protected":false},"author":101107,"featured_media":536126,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","footnotes":""},"categories":[249],"tags":[],"coauthors":[146353],"class_list":{"0":"post-536119","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-watches"},"acf":[],"_links":{"self":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts\/536119","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/users\/101107"}],"replies":[{"embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/comments?post=536119"}],"version-history":[{"count":5,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts\/536119\/revisions"}],"predecessor-version":[{"id":536129,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts\/536119\/revisions\/536129"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/media\/536126"}],"wp:attachment":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/media?parent=536119"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/categories?post=536119"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/tags?post=536119"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/coauthors?post=536119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}