Some U.S. retailers of Swiss watches have also been stocking up ahead of the surprise tariff shock and may be able to avoid price increases in the short term. Gabe Reilly, a co-founder of Collective Horology in Ventura, California, which sells independent Swiss-made brands including Czapek, Horologer Ming, Speake-Marin, and Zeitwinkel, says the retailer has been preparing for such a scenario.
“Over the summer, we placed larger inventory orders, all of which shipped by the August 7 deadline. July is typically a heavy shipping month due to the Swiss holiday calendar, so we have enough stock to carry us through the end of the year. Other retailers and brands we’ve spoken with have done the same. In fact, some even delayed their summer breaks to get extra shipments out,” he says.
Still, if the Swiss can’t secure a better tariff deal with the U.S., Reilly says they’ll have to consider how to share the economic pain among brands, retailers, distributors, and ultimately clients.
“It’s a major shift. The U.S. hasn’t seen tariffs like this in nearly a century. It’s a tax on American consumers and businesses, and a headwind for Swiss exports,” Reilly says. “We’re hopeful a more reasonable deal can be reached soon.”
