Switzerland, the land of luxury brands, could see prices skyrocket from Trump’s 39% tariffs

The Switzerland national flag waves in the wind on Lake Geneva in Geneva, Switzerland Sunday, June 13, 2021. (AP Photo/Markus Schreiber)

Prices for the eponymous Swiss watches, Swiss chocolate and Swiss cheese could skyrocket in a week as a result of U.S. President Donald Trump’s trade war.

Switzerland, home to some the world’s most recognizable luxury brands, now faces an upcoming 39 per cent tariff from the U.S. Industry groups on Friday warned that both Swiss companies and American consumers could pay the price.

Trump signed an executive order Thursday placing tariffs on many U.S. trade partners — the next step in his trade agenda that will test the global economy and alliances — that’s set to take effect next Thursday. The order applies to 66 countries, the European Union, Taiwan and the Falkland Islands.

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In Switzerland, officials failed to reach a final agreement with the U.S. after Trump initially threatened a 31 per cent tariff in April. Swiss companies will now have one of the steepest export duties — only Laos, Myanmar and Syria had higher figures, at 40-41 per cent. The 27-member EU bloc and Britain, meanwhile, negotiated 15 and 10 per cent tariffs, respectively.

Figure came as a surprise

The Swiss government spent Friday — the country’s National Day — reeling from the news. Swiss President Karin Keller-Sutter said that the 39 per cent figure was a surprise, because negotiators had hashed out a deal last month with the Trump administration that apparently wasn’t approved by the American leader himself.

“We will now analyze the situation and try to find a solution,” Keller-Sutter told reporters. “I can’t say what the outcome will be, but it will certainly damage the economy.”

The U.S. goods trade deficit with Switzerland was US$38.5 billion last year, a 56.9 per cent increase over 2023, according to the Office of the United States Trade Representative. Keller-Sutter said that she believes Trump ultimately chose the 39 per cent tariff, because the figure rounded up from the US$38.5 billion goods trade deficit.

“It was clear that the president was focused on the trade deficit and only this issue,” she said.

Time is ticking for watch companies

For Swiss watch companies, whose products already come with price tags in the tens of thousands — if not the hundreds of thousands — of euros, a timepiece for an arm could cost a leg, too, come next week.

The 39 per cent figure was especially galling to the Federation of the Swiss Watch Industry, because Switzerland in 2024 got rid of import tariffs on all industrial goods.

“As Switzerland has eliminated all custom duties on imported industrial products, there is no problem with reciprocity between Switzerland and the U.S.,” the federation said in a statement. “The tariffs constitute a severe problem for our bilateral relations.”

Swiss watch exports were already facing a prolonged slowdown, with significant declines in the United States, Japan and Hong Kong, according to the federation’s June figures, the most recent available.

Swatch and Rolex declined to comment Friday. Representatives for Patek Philippe, IWC and Breitling didn’t respond to requests for comment.

Sour taste for Swiss chocolatiers

Multinational chocolatiers Nestlé and Lindt & Sprüngli said they have production lines in the U.S. for American customers. But small- and medium-sized Swiss companies are predicted to suffer under the tariffs.

Roger Wehrli, chief executive of the Association of Swiss Chocolate Manufacturers. also known as Chocosuisse, said Switzerland exports 7 per cent of its chocolate production to the U.S.

It’s not just the 39 per cent tariff that’s the issue. Once the manufacturers factor in the exchange rate between U.S. dollars and Swiss francs (US$1 to 1.23 francs on Friday), Wehrli said, it’s close to a 50 per cent increase in costs for the Swiss companies. And that’s a big number to pass on to American consumers, if the already-slim margins aren’t further reduced.

“I expect that our industry will lose customers in the United States, and that sales volumes will decrease heavily,” he told The Associated Press.

Wehrli said that he wants Swiss chocolatiers to sell to other markets around the globe to make up the difference. Still, he hopes American customers remember that Swiss quality beats cheaper quantity.

“I think even if prices for Swiss chocolate increase due to the very high tariffs, I think it’s worth (it) to buy Swiss chocolate,” he said. “It’s worth (it) to really eat it consciously and to really enjoy it instead of eating a lot.”

Tough pill for Swiss pharmaceuticals

Swiss pharmaceuticals powerhouse Roche says that it’s working to ensure its patients and customers worldwide have access to their medications and diagnostics amid the Trump tariff war.

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“While we believe pharmaceuticals and diagnostics should be exempt from tariffs to protect patient access, supply chains and ultimately future innovation, we are prepared for potential tariffs being implemented and confident in managing any impacts,” the statement said.

The company in April announced that it plans to invest US$50 billion in the United States over the next five years, creating 12,000 jobs. The company already employs more than 25,000 people in the U.S.

Meanwhile, Novartis, another major Swiss pharmaceutical firm, said in a statement that it was reviewing Trump’s executive order.

“We remain committed to finding ways to improve access and affordability for patients,” it said.

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Stefanie Dazio, The Associated Press

Pietro De Cristofaro in Berlin, and David McHugh in Frankfurt, Germany, contributed to this report.