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August 20.2025

1 Minute Read

Swiss Watch Brands Are Now Heavily Dependent on US Consumers

Exclusive DLG Research: How 140 Million Searches Reveal Swiss Watch Brands’ Rising US Dependency

Swiss Watch Brands: Rising US Dependency Unveiled

The latest research from DLG reveals that Swiss watch brands are increasingly reliant on the American market, with the US comprising nearly 20% of global Swiss watch exports. This marks a significant rise, as the dependency has grown from 16% to nearly 20% year-over-year. As trade policies loom, this dependency could spell serious challenges for luxury watchmakers.

The American Market's Role

In the first half of 2025, Swiss watch exports to the US reached a staggering CHF 4.4 billion—2.1 times greater than those to China, the second-largest market. This growth isn't just a numerical win; it reflects shifting consumption patterns among luxury buyers, with American consumers showing a surge in interest for Swiss timepieces at 11.2% year-over-year.

Vulnerabilities Exposed

Despite these positive numbers, the analysis shows a concerning concentration of risk. For independent Swiss manufacturers, an average US dependency of 22.4% highlights significant vulnerability to trade disruptions. Notably, brands like Rolex, Audemars Piguet, and Tudor have become increasingly reliant on American consumers, further amplifying the risks from potential policy changes.

What It Means for Luxury Watchmakers

The potential shifts in trade policies represent a pivotal moment for Swiss watch brands. As such, they may need to diversify their markets and think strategically to mitigate risks associated with this heavy reliance on the US.

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Swiss Watch Brands Are Now Heavily Dependent on US Consumers

Swiss Watch Brands: Rising US Dependency Unveiled

The American Market's Role

Vulnerabilities Exposed

What It Means for Luxury Watchmakers

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