The 39% Tariff on Swiss Watches: What It Means for Collectors, and the Independent Luxury Watch Market in NYC

The Shockwave No One Saw Coming

Overnight, the price of Swiss luxury watches was rewritten. A 39% tariff has just hit the market — and it could add thousands to the watch you’ve been eyeing.

It’s not just Geneva boutiques feeling the sting. The ripple effect has already reached the Independent Luxury Watch Market in NYC, where collectors move Rolex, Patek Philippe, Audemars Piguet, and Richard Mille at a pace official retailers can’t match.

This isn’t a slow burn. It’s happening now.

The Market Was Already Moving

For most, the tariff was the headline. For those paying attention, the squeeze started months ago.

Our Asian market sources flagged it early:

• 7–10% price increases across Hong Kong, Singapore, and Tokyo

• Tighter supply of Rolex Daytonas and Patek Nautilus models

• Longer lead times for AP Royal Oaks

By the time Reuters and CNBC broke the news, the market was already shifting in New York.

“In 2024, we saw a dip when the war in Israel began, shaking global confidence,” says Abba Cohen, founder of WatchGuru NYC.
“But luxury stabilized quickly. Now, tariffs are rewriting the playbook — and the market is already responding.”

How the Tariff Impacts Collectors

• Current Models Surge
  Rolex, Patek Philippe, Audemars Piguet, and Richard Mille are the hardest hit — and the most sought after.

• Resale Values Rise
  Not just the new references. Vintage and pre-owned models are already climbing as collectors hedge against scarcity. The Daytona you passed on last year? Today, it’s already worth more. Next month, it could be untouchable.

• Supply Gets Tighter
  The Independent Luxury Watch Market thrives on availability, but with imports squeezed, expect faster moves and fewer second chances. If you’ve been waiting for the right time to buy, this is it. The right time is now.

Why NYC Collectors Still Have the Edge

New York City remains the heartbeat of the Resellers’ Market.

At WatchGuru NYC, we:

• Trade directly through trusted high-end sources

• Secure models that rarely make it to boutique display cases

• Provide transparent sourcing and verified authenticity

That’s why, even as tariffs hit, our clients move ahead of the curve.

Smart Collector Strategies Right Now

1. Don’t Wait
Don’t wait. Don’t think twice. Don’t assume prices will hold.
The 39% tariff is fuel on a fire already burning.
Prices in a few months won’t look like today.

2. Think Private Luxury Market
Independent channels often surface the best pieces before they ever hit boutiques. 
The Secondary Market is definitely the place to look without the waitlist. 

3. Focus on Investment Anchors

• Rolex Daytona

• Patek Philippe Nautilus & Aquanaut

• Audemars Piguet Royal Oak

• Richard Mille RM series

These are the models collectors hold tight — and the ones most likely to keep climbing.

Market Analysis: Beyond the Headlines

While headlines focus on the tariff shock, the deeper story is how the market is already adjusting.

According to The Wall Street Journal, major Swiss brands like Omega and Rolex face sharp increases in import costs — costs that won’t stay in Europe. They’ll filter directly into U.S. prices.

Combine that with the 7–10% climb already seen in Asian markets, and you have a perfect storm:

• Rising retail prices in official boutiques

• Accelerated demand in the Independent Luxury Watch Market

• A surge in value for pre-owned and vintage models, as collectors hedge against uncertainty

For NYC buyers, this means moving quickly isn’t just smart — it’s essential.

The WatchGuru NYC Commitment

We built WatchGuru NYC on a promise:
Authentic luxury. Trusted expertise. Access others can’t match.

The tariff won’t slow us. It makes what we do more vital.
Whether you’re hunting your first Rolex or adding a Richard Mille to your collection, we’ll help you move smart in a shifting market.

About This Article

Prepared by the WatchGuru NYC Editorial Team, with insights from our founder Abba Cohen and trusted industry sources.

The market won’t wait. Secure Your Next Piece Browse our watches or Drop us a line, and let us know your needs. The right time is now.