- Trump’s 31% tariff plan could send U.S. Rolex prices soaring.
- Switzerland is racing to negotiate a trade deal with the U.S. to avoid the worst, but until then, luxury buyers are bracing for serious sticker shock.
- The 31% hit applies to any watch bought outside U.S. borders.
Rolex buyers, bad news: your dream watch might be about to get a hell of a lot more expensive, thanks to Donald Trump’s plan to slap a 31% tariff on European imports. The latest set of looming tariffs could push Rolex prices into nosebleed territory, hitting buyers where it hurts and pushing consumers to the already red-hot second-hand market in search of their favourite pieces.
So what will this mean for Rolex customers wanting to get their hands on the latest pieces? While the policy’s dressed up as a “bring jobs back to America” move, it’s luxury consumers who’ll be coughing up the cash.
For a luxury Maison such as Rolex, everything from the Daytona to the Datejust is produced in Geneva, meaning every piece headed for U.S. shores would cop the full whack of Trump’s new tariff. And that’s before you even start haggling with your local AD or playing the brand’s notorious waitlist lottery.
Recent announcements suggest that a deal is currently being struck between the U.S. and Switzerland regarding imported goods. But until such a time, Rolex has announced another price hike to balance the books. Here’s how some of our favourite pieces might be affected.
1. Rolex Submariner Date – Retail: $10,700
The ultimate ‘if you know, you know’ dive watch. Slap on a 31% tariff and you’re looking at an extra $3,317 USD, taking the retail price to $14,017 USD.
2. Rolex Daytona (Stainless Steel) – Retail: $15,100
Even if you can find one without mortgaging your soul, the stainless steel Daytona would climb by $4,681 USD, meaning you’d fork out about $19,781 USD. And that’s before the grey market has its fun.
3. Rolex GMT-Master II “Pepsi” – Retail: $10,700
Everyone’s favourite waitlist flex would see the same price jump as the Submariner: $3,317 USD extra, bringing it to $14,017 USD.
4. Rolex Datejust 41 – Retail: $8,050
The Datejust, the ultimate daily driver, would climb by around $2,495 USD, nudging the new price to $10,545 USD.
5. Rolex Day-Date 40 (Yellow Gold) – Retail: $39,350
The “President’s Watch” doesn’t escape either. Expect to pay an extra $12,199 USD, bringing the new sticker price to a whopping $51,549 USD — or, put another way, the cost of a decent BMW.
Switzerland Might Get a Lifeline, But It’s Far from Certain
Interestingly, Switzerland could end up dodging the full blow, according to Swiss President Karin Keller-Sutter. The U.S. has named Switzerland as one of 15 countries for “privileged” negotiations aimed at softening the impact of Trump’s sweeping tariffs, with talks with U.S. Treasury Secretary Scott Bessent already underway. It’s understood that the two sides are keen to move quickly to resolve a potential hike in luxury timepieces for potential customers.
It’s not just Rolex feeling the pinch either: Watches, machinery, medical tech, chocolate, cheese, and even Nespresso capsules are caught in the crossfire, threatening an export economy that relies on the U.S. for billions every year.
Swiss officials are moving fast behind the scenes. Special envoys, task forces, and direct calls between Keller-Sutter and Trump himself are aimed at cutting a deal. But until something is signed, every Swiss brand landing on U.S. soil is technically still on notice.
Would Second-Hand Watches Be Hit by the Tariff?
Short answer: depends on where they’re sitting. If the pre-owned Rolex is already in the U.S., you’re safe. No new tariffs. But if you’re importing it from overseas (even if it was originally made in Switzerland), you’ll get slugged the full 31%. It’s all about the country of purchase, not the country of manufacture. Translation: if it crosses the border after the new rules kick in, your bank account’s going to feel it.
What’s the Worst-Case Scenario?
If Switzerland fails to secure a privileged trade carve-out, the 31% tariff could snap back into force once the 90-day pause ends. Swiss manufacturers are warning of job losses, collapsing exports, and economic slowdowns.
Economists are predicting a hit to Swiss GDP of around 0.2–0.3%, with Swiss luxury exports being relatively price-insensitive… but not invincible. In the worst-case scenario of a full global trade war, Switzerland’s export-heavy economy would take a serious beating.
And for Rolex buyers? Even if the Swiss franc holds steady, even if inflation remains contained, it’s simple: expect to pay significantly more, wait longer, and compete harder for the same few watches. The bottom line is that if you’ve been eyeing off a Rolex, you might want to move quickly. Because the only thing worse than Rolex waitlists… is Rolex waitlists with a 31% tax attached.
