This year started strong, with wholesale sales up by double digits and the brand’s limited-edition releases gathering solid demand. That was all before the Trump administration’s surprise slap of 31% tariffs on Swiss goods, including watches, threw consumer sentiment in the U.S., Oris’ biggest market, into doubt. The tariffs have now been paused while a deal is sought, but a 10% levy and an uncertain U.S. consumer remain in place.
Studer says now is the time for the Swiss watch industry to return to “normal” pricing and raise volumes to maintain the critical mass of customers that makes the estimated $50 billion industry culturally and economically significant.
“The topic of value and substance has new relevance,” he says. “Our brands will have to offer more value with what they do.”
For more information about Oris, head over to their website.
