Now is a good time to consider a Swiss timepiece, because prices may shift in the near future. With the U.S. introducing a 39% tariff on Swiss imports—including most luxury watches—the cost of bringing them into the country could rise over time. While there’s a short grace period for shipments already in transit, once those pieces sell through, future arrivals may begin reflecting the higher import costs.

How the New Tariff Will Impact Swiss Watch Prices

Switzerland has been placed in a top “reciprocal” tariff tier at 39%, immediately raising the cost of importing most Swiss-made watches into the U.S. Because that duty is applied to the importer’s customs value—what a brand or distributor pays its supplier—the price shock lands at the border and then moves downstream. Some brands will revisit MSRP; others may show a separate duty line at checkout; a few might absorb part of the hit temporarily to protect key models. But as pre-tariff inventory sells through, replacement stock arrives with a higher landed cost, and retail prices tend to normalize upward. For enthusiasts, that means two practical takeaways: expect tighter discounting as new shipments arrive, and move quickly on the exact configuration you want—case size, dial, bracelet—while pre-tariff units are still available.

When you hear about a 39% tariff on Swiss goods, it can feel abstract—until it hits your favorite watch brand. Tariffs aren’t added directly to the retail sticker price you see online or in-store. Instead, they’re charged on the customs value: the amount importers pay to suppliers, plus certain costs like freight and insurance. Importers pay that extra 39% at the border, which immediately increases the landed cost of each watch. From there, the expense moves through the chain—brands adjusting MSRP, distributors setting wholesale prices, and retailers updating what you see at checkout. Some companies may try to cushion the blow by absorbing part of the increase or spreading it out gradually, but the overall trend is inevitable: higher import costs eventually push retail prices higher. For buyers, that means today’s inventory, which was brought in before the tariff took effect, is likely the last chance to secure a Swiss watch at yesterday’s rates.

When to Expect Swiss Watch Prices to Rise

The tariff isn’t a distant policy—it’s already in effect. As of August 7, 2025, all new Swiss imports face the additional 39% duty, immediately raising the cost of bringing these watches into the U.S. market. There is a short grace period, but it only applies to shipments that were already loaded before the deadline and that successfully clear customs by October 5, 2025. Once that limited pipeline of “pre-tariff” goods is exhausted, everything else will arrive at the new, higher landed cost.

What this means in practice is a gradual—but inevitable—shift in pricing. Retailers with older inventory can still sell at yesterday’s cost basis, which creates a temporary opportunity for buyers. But as fresh shipments arrive, expect list prices and checkout totals to start reflecting the new duty. For collectors and enthusiasts, the timing is simple: if you see the reference you want now at pre-tariff pricing, it’s the cleanest moment to secure it before the market adjusts.

What About Non-Swiss Watches?

It’s important to note that this new policy targets Switzerland specifically. While Swiss watches now fall under the steep 39% tariff tier, other countries are affected differently. For example, some European Union members and Japan face lower reciprocal tariff rates, which means their watches won’t see the same immediate jump in landed costs.

For shoppers, that opens up some interesting comparisons. Many collectors who had their eye on a Swiss diver or chronograph are now also considering Japanese alternatives—like Seiko or Grand Seiko—for their reputation of precision and value, or German-made timepieces from brands like Sinn or Junghans, known for their engineering and design heritage. These models aren’t immune to tariffs, but they currently don’t face the same 39% hike that Switzerland does, making them attractive options in the short term.

The key takeaway? Always check the country of origin on the watch you’re considering. A piece made in Japan or Germany may not only give you the style and specifications you’re after, but also help you avoid the sharpest impact of the new tariff structure.

Why Buying “Pre-Tariff” Inventory Is Your Best Advantage

Not all watches on the market are created equal right now—at least when it comes to cost. Any Swiss watch that arrived in the U.S. before August 7 was imported at the previous duty rate, which means its price reflects the old, lower cost of entry. That makes these pieces part of a limited pool of pre-tariff inventory. Once they’re gone, every replenishment that follows will arrive under the new 39% tariff, and retailers will have no choice but to adjust their pricing upward.

For collectors and enthusiasts, this creates a rare but short-lived window where the same reference—whether a Breitling chronograph, a TAG Heuer diver, or a Longines dress watch—may cost hundreds or even thousands less than it will in just a few weeks or months. Retailers like WatchWarehouse secured significant Swiss stock before the tariff took effect, giving buyers a chance to lock in yesterday’s prices before the new market reality sets in.

The takeaway? If you’ve had your eye on a specific model, this is the time to act. Once pre-tariff inventory clears, the higher landed costs will ripple through the supply chain, and the savings opportunity will disappear.

How to Shop Smart (and Avoid Overpaying)

With Swiss watch prices entering a transition period, strategy matters. The first rule is to zero in on the exact configuration you’ve been waiting for—whether that’s a particular case size, dial color, or bracelet style. Pre-tariff units won’t last forever, and if you pass them up now, the next shipment may come with a higher price tag.

It also pays to compare thoughtfully. Stack your Swiss pick against a Japanese diver or German pilot’s watch with similar specs. This doesn’t mean abandoning your dream piece, but it gives you a realistic picture of how much of the premium you’re paying for Swiss craftsmanship—and whether now is the right time to lock it in.

If budget flexibility is a concern, consider using financing to secure today’s cost. Many retailers, including WatchWarehouse, allow you to spread payments over time while protecting yourself from the coming price jump. It’s a practical way to capture savings without straining cash flow.

Finally, don’t be shy about asking one crucial question: What’s the import date? If a retailer can confirm a watch came in before the tariff deadline, you’ll know you’re getting pre-tariff pricing. That little detail can make the difference between paying hundreds less today and paying full post-tariff pricing tomorrow.

What the New Tariff Means in Practice

The 39% tariff isn’t something that gets automatically tacked onto the retail price tag. Instead, it applies at the border, when importers declare the customs value of the goods. That value—essentially what the brand or distributor pays the supplier, plus certain costs—becomes the base for the tariff. Once import costs climb, brands and retailers adjust pricing to reflect the new reality. So while you won’t see a “39% fee” added directly at checkout, it eventually shows up in the price you pay.

Although the tariff rate is uniform across Swiss-made watches, the way brands respond will vary. Some may increase MSRP right away, others might break out a line item for “customs duty” at checkout, and a few could absorb part of the added cost temporarily to stay competitive. For buyers, this means pricing could look different from one brand—or even one retailer—to the next.

There’s also no set expiration date for this tariff. It’s in force now and will remain in place until further policy changes or new trade agreements are introduced. Collectors should assume that the higher import costs are here for the foreseeable future and plan their purchases accordingly.

Finally, there is a narrow grace period to be aware of. Any Swiss watches that were already loaded for shipment before August 7, 2025 can still clear U.S. customs under the old duty rate if they arrive by October 5, 2025. This primarily applies to inventory that was already in transit when the tariff took effect, not new stock. Once those pieces make their way through the supply chain, all fresh imports will reflect the new cost.

Lock In Today’s Price Before Tariffs Take Hold

The new U.S. tariff has changed the landscape for Swiss watches, and the ripple effects are only just beginning. Prices won’t stay where they are for long—once pre-tariff stock clears, the market will shift to reflect the 39% increase in import costs. For enthusiasts, that means timing is everything.

If you’ve had your eye on a specific model, now is the moment to act. Pre-tariff inventory represents a fleeting opportunity to buy at yesterday’s prices before the reset takes hold. Whether it’s a Breitling built for adventure, a refined Longines dress watch, or a bold TAG Heuer chronograph, the pieces available today may never be this accessible again.

The tariff isn’t temporary, and the grace period is short. When it comes to Swiss watches, the best move isn’t waiting—it’s knowing when to seize the opportunity. Right now, the opportunity is here.