President Donald Trump attended the U.S. Open this weekend, where he watched the men’s singles final from the exclusive Rolex box. This appearance came shortly after his administration imposed a hefty 39% tariff on Swiss imports, impacting watchmakers like Rolex. Joining him were family members and notable officials, including Treasury Secretary Scott Bessent and Press Secretary Karoline Leavitt.
This unexpected timing raised eyebrows, as it highlighted the complex relationship between U.S. trade policies and high-profile international brands. According to Bernstein analyst Luca Solca, the new tariff rate is much steeper than anticipated and could force Swiss watchmakers to raise their prices. He mentioned there was a surge in shipments before the tariffs were announced, creating a temporary cushion for pricing.
Rolex, founded in 1905 and based in Geneva, has long been recognized for its luxury watches and is also the tournament’s sponsor. Tickets for the U.S. Open final can range from $800 to several thousand dollars for prime seats, making it a gathering of elite attendees.
Trump’s visit marks his return to the U.S. Open since 2015, a time when his interactions with big corporations seemed more about influencing policies rather than facing potential backlash over tariffs. Social media reactions to his presence have been mixed, reflecting a divided public response to his policies and celebrity-like stature.
In the realm of watchmaking, industry experts are keeping a close eye on how these tariffs will affect sales and customer preferences in the coming months. With the rising popularity of smartwatches, traditional luxury brands are facing challenges not just from tariffs but from evolving consumer habits.
For more on trade policies and their effects on luxury brands, visit Bloomberg.
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