From soaring prices to boutique detours, here’s how the world of luxury watches might be about to shift gears

Luxury watch collectors are typically more preoccupied with allocations than aggressive tariffs. But with former US President Donald Trump now proposing a 31 per cent tariff on Swiss imports, horologically inclined consumers are raising their eyebrows—and clasping their wallets—in anticipation of what’s to come for their beloved pastime.

In one of my watch-focused WhatsApp groups, chatter was rife with talk of adopting a wait-and-see approach to upcoming purchases. Conversations with collectors, watchmakers, and brand owners at the recently concluded Watches & Wonders 2025 revealed a similarly cautious mood. From rising prices to shifting buying habits, here the potential ways Trump’s tariff ambitions could reshape the landscape for luxury watch brands and collectors alike.

Price adjustments incoming

It’s bad news, but you already know it: prices are going up. According to 2024 figures from the Swiss Watch Federation, the US remains the largest market for Swiss watches, with a market share of 17.2 per cent. With the price of Swiss watch imports into the US rising significantly, luxury watch brands—already facing turnover challenges after a post-pandemic boom—are likely to increase retail prices as they pass on some of the tariff costs to consumers.

Shopping detours

For collectors in Singapore and across the region, shopping smart has always meant knowing when and where to buy. Certainly, you can strike off watch shopping trips in the US for now. Europe remains a classic choice, with cities like Paris, Geneva, and Milan offering a healthy mix of selection and VAT refunds. On the other side of the fence, watch retailers in Singapore may enjoy a bump. A mini-horological mecca, Singapore is known for its robust watch culture, as well as refined and highly curated retail experiences. With a track record of drawing buyers from across Asia, the city-state is well-positioned to cement its position as a watch retail paradise.

Secondary swing

As retail prices climb for new models, the pre-owned and vintage markets could see an influx of interest. Enthusiasts might turn increasingly to pre-loved pieces, or offload in-demand models for strong returns.

Eye on independents

Independent brands as well as microbrands that bypass traditional retail channels with close or direct contact with their customers may not be as affected by the new policies. In fact, they might even enjoy a moment in the sun, appearing more attractive to collectors who seek variety without tariff-induced premiums. Singapore, again, has a thriving microbrand scene with a number of homegrown labels producing interesting watches of respectable quality.

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