The recent declaration from the Trump administration about a substantial 39% tariff on imports of Swiss watches, set to take effect on August 7, 2025, has reverberated through the luxury watch sector. With Swiss watch exports to the U.S. accounting for approximately 17% of total exports, retailers are preparing for notable price increases—projected to be between 20% and 35%, depending on the brand and model. Renowned names such as Rolex and Omega, which previously navigated smaller tariffs, are now either increasing their prices or suspending shipments to mitigate the impact of these new duties. As the availability of new watches diminishes and prices rise, American collectors are turning more towards the pre-owned market.
At Bob’s Watches, the nation’s top reseller of pre-owned Rolex and other Swiss luxury timepieces, sources indicate that the secondary market is emerging as a crucial alternative. Paul Altieri, CEO of Bob’s Watches, remarked, “If the new watch market slows under the weight of tariffs, the pre-owned market may very well become the lifeboat.” He highlights that when new watch inventories become limited, discerning buyers often opt for secondhand alternatives for better value and availability, a trend that is transforming the market landscape.
Looking ahead, the secondary market is poised for further growth, with industry experts predicting that prices for pre-owned watches may increase by 10% in the coming month, potentially climbing by as much as 35% over the next six months as consumers shift away from high-priced new models.
Despite new watch shipments to the U.S. spiking in response to these developments, brands continue to face the dilemma of whether to absorb the added costs or pass them onto their customers. In this shifting environment, Bob’s Watches recognizes significant opportunities—and perhaps a fundamental evolution—while Altieri stresses that the secondhand market could act as “the lifeboat” for both collectors and the broader watch industry.
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