Faceing the 39% U.S. Tariff: A Coherent Strategy for Switzerland and its Watchmakers
Background of the 39% Tariff
The United States has imposed an additional 39% ad valorem tariff on Swiss‑origin imports, including watches, effective August 7. The duty is determined by country of origin—not the shipping route or the last port of transit—so routing goods through third countries does not change liability. In practice, U.S. Customs will intensify checks on origin, valuation, and potential circumvention, raising the documentation bar for importers. Because luxury watches are high value, low weight, even small choices about when a shipment is formally entered, how it is stored, and which logistics programs are used can materially affect cash flow. The policy shock therefore interacts with multiple levers at once: trade rules, pricing power, supply‑chain design, currency moves, and brand stewardship.
