Purchasing a Rolex could soon become significantly more expensive in the US due to new tariffs imposed on Swiss and European Union imports. Analysts warn that a 31% duty on Swiss watches, introduced by the Trump administration, may force brands like Rolex to raise prices to offset costs. With Rolex operating as a Switzerland-based, privately held manufacturer, the company has limited options to absorb these added expenses, potentially passing them on to consumers.
Luxury Swiss watches, including Rolex models starting at $5,000 and exceeding $50,000 for exclusive designs, face heightened financial strain. JPMorgan analysts highlighted Swiss watchmakers, such as Cartier’s parent company, as particularly vulnerable. If tariffs are fully applied, a $10,000 Rolex could increase by $3,100, and with average sales tax of 8%, total costs might surpass $14,000, according to Bob’s Watches CEO Paul Altieri.
This potential hike, possibly effective in June, would mark Rolex’s second price adjustment in 2025, following an 8% rise in gold models earlier this year amid soaring gold prices. While Rolex has not yet commented on the tariffs, industry experts urge buyers to consider purchasing soon to avoid impending increases. The tariffs—31% for Switzerland and 20% for the EU—underscore ongoing trade challenges, leaving luxury retailers scrambling to adapt.
