Swatch Raises U.S. Prices by 5–15% After Tariffs: What This Means for Luxury Watch Buyers

Swatch, the Swiss watch giant, confirmed a U.S. price hike of 5% to 15% this September after newly imposed 39% tariffs on Swiss watch imports. CEO Nick Hayek told NZZ am Sonntag that while some costs are absorbed via transfer pricing and margin adjustments, American consumers are still directly impacted with higher prices to pay. One of the most visible examples: the MoonSwatch Moonshine Gold, which increased from around $400 to $450 USD.

How Consumers Are Responding

Even with price adjustments, Swatch reports 15% growth in local-currency sales through August. Many buyers appear to accept tariffs as the cause, but frustration is bubbling: some collectors are rethinking purchases, while others are shifting toward the pre-owned market where pricing may be more attractive. It is still to be determined if the increased prices will have a more notable effect on long-term sales performance.

The Ripple Effect for Accessories and Watches

Swatch is not the only watch brand exposed to tariffs—Cartier, Rolex, Patek Philippe, and even fashion-adjacent watch labels may also need to adjust pricing if tariffs remain in place. Other accessory categories (like wallets and small leather goods) could also feel similar pressures if broader trade barriers expand.

What This Means for Resale & Collectors

• Short-term opportunity: Buyers who purchased watches before the tariff hikes may see resale values rise as new retail prices reset higher. If they've been thinking about selling to make a profit, now might be the perfect time to capitalize on that opportunity.

• Risk: Overpaying on newly priced items without rarity or limited-edition appeal could potentially limit resale upside.

• Collector focus: Watches with limited runs (special editions, discontinued models) are best positioned to hold or grow value under these conditions. Collectors will most likely be looking for these unique pieces to add to their collection, instead of standard pieces.

Outlook for 2026 and Beyond

If tariffs persist, expect further adjustments by other watchmakers. Consumers may increasingly look to resale platforms for competitive pricing and wider variety. Value-savvy buyers should make any planned secondhand purchases sooner rather than later, to try and capture the best watches before their prices rise even higher.