On August 7th, the U.S imposed a sweeping 39% tariff on Swiss imports, including one of Switzerland's most iconic exports: luxury watches. This unprecedented move has massive implications for watch collectors, enthusiasts and anyone shopping for a fine timepiece in the U.S.
With top Swiss brands facing steep import duties, prices for Swiss made watches are expected to rise significantly, and quickly. But this moment also creates something else: an opportunity to re-evaluate where spend our dollars and who we choose to support.
What the tariff means for watch buyers
Whether you're in the market for a grail watch or simply looking for a timeless everyday watch to wear as a "beater", this new tariff will make most Swiss-made watches noticeably more expensive. At a time where materials cost and labor/manufacturing costs are already on the rise, notably the price of gold which has increased over 160% from 2015 to 2025, there will be broad implications across the spectrum of watch manufacturing and retailing. Experts are already predicting:
- 10-35% price hikes on Swiss watches sold in the U.S.
- Limited availability and longer waitlists.
- A ripple effect raising prices that stretches to the pre-owned market.
At the same time, American-made and built brands remain less dramatically affected by these changes, offering more value, faster availability and a way to support small businesses at a time where it matters most. In the last decade, we've seen a large increase in the amount of emerging watch micro brands, particularly from the United States, driven by a new generation of entrepreneurs and watch enthusiasts. These brands are leveraging accessible global manufacturing, direct-to-consumer online sales, and social media to connect with a growing audience of watch lovers and offer variety. Many micro brands are founded by watch enthusiasts themselves, leading to designs and features that cater to the desires of other collectors. Micro brands often prioritize unique and creative designs, differentiating themselves from larger, more established brands and offer high-quality watches at more affordable prices than traditional luxury brands by cutting out intermediaries and leveraging efficient production models.
Why now is the time to support American watchmaking
Despite the challenges faced by the American watchmaking industry in the past (e.g., the Quartz Crisis), a new wave of American watch brands and watchmakers is emerging. By choosing watches from American brands, consumers directly contribute to the growth of local economies and the creation of skilled jobs within the US. This support helps to rebuild the domestic manufacturing infrastructure and revive a historically significant American industry. At Waldan, we're proud to be a part of the growing movement to bring watchmaking back to the United States. Our watches are fully assembled in the U.S, built by a small independent team not owned by a global conglomerate, backed by decades of family legacy and craftsmanship reflecting an American Dream story achieved by our founder, and most importantly, priced fairly. No overseas markups, no tariff inflation.
In fact, we've made a concerted and consistent effort to keep our watches as value strong as possible, while keeping prices low. When COVID first started weighing down on the economy and international supply chains, we took the initiative to purchase inventory ahead of time and stagger deliveries so that we would be able to maintain stock, without having to increase prices. This is important when selling watches in the affordable price range, as increases and rising costs can make an affordable watch suddenly, not so affordable.
When you buy from Waldan, you're not just getting a great watch, you're supporting American jobs, American innovation, and a small independent brand that believes in doing things differently.
A call to conscious buying
We know that the story behind a watch, and how it's made matters just as much as how it looks on your wrist. In a moment where global trade tensions are shifting the luxury landscape, we encourage you to shop thoughtfully, and support small American businesses that are still doing it the right way, with integrity, transparency and pride in their craft.
We live in a time where every purchase is essentially a vote. For choice, craftsmanship, sustainability, local jobs and for the kind of economy we want to build. With the sudden rise in tariffs, many consumers will reflexively search for the "next best deal", but the real value isn't just about price. It's about where your money goes, who it supports and what it represents.
At Waldan, we believe buying a watch should feel personal, intentional, and rooted in values. You're not just choosing a timepiece, you're choosing to support a small, independent business that's fighting to keep American watchmaking alive. You're supporting domestic manufacturing and the skilled technicians and workers who make it possible. You're supporting a brand that doesn't chase hype, inflate prices, or cut corners. And lastly, you're supporting legacy, helping to preserve a rich heritage and encouraging the development of new techniques, designs, and innovations within the industry. Ultimately, this fosters a more diverse and vibrant watch market for all.
Explore our full collection here, or feel free to reach out to us at info@waldanwatches.com for any questions, comments, or help finding the perfect luxury timepiece.
