Swiss Watch Exports To U.S. Surge In December Capping Volatile And Down Year For Industry
Swiss watch exports to the U.S. experienced a significant surge in December, driven by the rollback of tariffs on Swiss goods, which led to nearly a 20% increase in value compared to the previous year. Despite this spike, total annual exports fell by 1.7% in 2025, marking a second consecutive year of decline amidst rising production costs and a decrease in demand. The overall market revealed a clear divide between high-end brands, like Rolex and Cartier, which continued to perform well, and mainstream brands facing serious challenges. Looking ahead, analysts predict another difficult year for the Swiss watch industry in 2026 due to concerns over trade policy instability and rising material costs. While modest growth was noted in markets outside Asia, demand remains uncertain, especially in China, which once dominated as the largest market for Swiss watches. Future growth is expected to be driven primarily by pricing power at the upper end of the market rather than a significant rebound in sales volumes.
