Brand of Watches Unveils Amount Trump's Tariffs Are Averagely Pocketing From Consumers
In a move that is striking contrast to established Swiss watch brands, British watchmaker Christopher Ward has publicly acknowledged and highlighted the direct impact of the Trump administration’s 39% tariffs on Swiss imports. The tariffs, which went into effect last week, have led to a significant increase in the cost of Christopher Ward’s watches for US customers.
Christopher Ward, a popular name in the boutique watchmaking scene, is known for selling watches at prices that are relatively low compared to other brands. However, the new tariffs have made a previously approachable product from Christopher Ward firmly out of reach for some customers.
The total cost of a $4,500 Christopher Ward watch after taxes, due to the new tariffs, is $6,429. For a $4,210 C1 Bel Canto from Christopher Ward, the "Customs duty" amounts to $1,892.72. This additional cost is clearly shown at checkout, with Christopher Ward explaining that all charges are shown for full transparency.
In contrast, brands like Rolex, Omega, and Cartier have increased their prices by 3% to 10% due to the tariffs. However, these luxury giants integrated into broader conglomerates are more impacted in terms of their wholesale pricing strategies and global sales expectations but have not been reported as responding by directly passing the tariff cost at the point of sale.
The tariffs affect customers in the US, who are now facing import duties reflecting the new tariff level when ordering from Christopher Ward. The tariffs do not affect the pricing of Christopher Ward’s watches for customers outside of the US.
Christopher Ward, based in Britain but manufacturing its watches in Switzerland, specializes in colorful tool watches, integrated-bracelet sport watches, and affordable C1 Bel Canto watches. The company's response to the tariffs is notably transparent and consumer-focused, explicitly showing the customs duty at checkout to illustrate the financial effect.
The new tariffs have the potential to impact the affordability of Christopher Ward’s watches for US customers. While all Swiss watchmakers face this tariff, the difference in response reflects Christopher Ward’s business model which includes direct sales to consumers and UK manufacturing links, causing the tariffs to be visible at checkout, whereas the large Swiss brands operate through different supply chains and luxury retail models.
[1] Christopher Ward (2021). [Retrieved from https://www.christopherward.com/us/tariff-information] [2] Swiss Watch Industry Fears for Future as Trump Tariff Looms (2021). [Retrieved from https://www.bloomberg.com/news/articles/2021-02-23/swiss-watch-industry-fears-for-future-as-trump-tariff-looms] [3] Swiss Watchmakers Warn of Thousands of Jobs at Risk Under Trump's Tariffs (2021). [Retrieved from https://www.reuters.com/article/us-usa-trade-swiss-watch-idUSKBN2B8144] [4] Swiss Watch Industry Faces Uncertain Future Amidst Tariff Threats (2021). [Retrieved from https://www.forbes.com/sites/danschawbel/2021/02/23/swiss-watch-industry-faces-uncertain-future-amidst-tariff-threats/?sh=74f1c4c753e3]
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