A Swiss movement. (Photo credit: The White House)
It's been since 1977 that a Rolex CEO set foot in the White House, when André Heiniger joined a delegation of European business leaders organized by Time magazine. Nearly half a century later, the head of a brand known for staying out of politics is again in the Oval Office, alongside a handful of Swiss executives, a sign of the gravity facing the Helvetic country.
Still, Dufour has remained cool-headed, showing restraint and appearing to be playing the long game even amid the urgency of the moment. When he met Trump face to face at the U.S. Open in September, a feat not even the Swiss government had managed, he kept the exchange personal rather than political and did not mention tariffs.
Now, in Washington, even as a steep 39-percent tariff looms over Switzerland, the CEO of the world’s most important watch brand said he avoided “direct negotiation.” The goal, according to a joint statement later released by the businessmen, was to show “support for the ongoing dialogue” between the two countries “in a constructive spirit.” In a photo first published by Hodinkee, Dufour, whose roots lie in the city most associated with diplomacy, is seen seated front and center, directly facing Trump.
Yet, his approach, according to those who’ve known him, is never confrontational, a sharp contrast to Trump's style. Where the U.S. president is known for impulsiveness and showmanship, Dufour has shown discretion and restraint. Perhaps it’s because he knows his industry has survived countless crises over the centuries — and will surely survive this one.