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Swiss Watch Industry Thrives Amid Tariff Cuts and Luxury Demand

12/8/2025

28 6 Full Breakdown

Summary

Story summary

In Switzerland, the luxury watch industry remains robust, accounting for over 50% of market value while Swiss watches represent less than 2% of global sales, led by Rolex.
Tariffs on Swiss exports were reduced from 39% to 15% after industry leaders met with the U.S. President Donald Trump administration.
MB&F founder Max Büsser produces around 400 watches annually.
Philippe Dufour's pieces can take more than 2,000 hours to create.

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Story summary

In Switzerland, the luxury watch industry remains robust, accounting for over 50% of market value while Swiss watches represent less than 2% of global sales, led by Rolex.
Tariffs on Swiss exports were reduced from 39% to 15% after industry leaders met with the U.S. President Donald Trump administration.
MB&F founder Max Büsser produces around 400 watches annually.
Philippe Dufour's pieces can take more than 2,000 hours to create.