Rolex’s boutique in Beverly Hills. (Photo credit: Gearys)
Watch brands racing to get ahead of U.S. tariffs have front-loaded shipments into the country. The result is that inventories will be fuller than they’ve been in a long time, even if retailers will likely meter sales to preserve an air of scarcity.
Rolex retailer Watches of Switzerland said Wednesday it still expects revenue to grow 6% to 10% through April 2026, as partners built up stock to offset tariffs. The Federation of the Swiss Watch Industry reported a similar trend, with July exports to the U.S. surging a staggering 45% year-over-year, as brands rushed shipments ahead of the levies.
Swatch Group chief executive Nick Hayek last week confirmed the company now holds roughly six months of inventory in the U.S. At Breitling, CEO Georges Kern said they too shipped “lots of stock before the official announcement.”
It’s likely Rolex employed the same strategy and loaded up its American retailers. For buyers, that means stock is higher than it’s been in years. With extra inventory in place, shoppers may find more options heading into the Christmas season.