Elizabeth Warren Accuses Rolex of Seeking Trump Tariff Exemptions Amid Luxury Watch Industry Pressures

Senator Elizabeth Warren has publicly challenged Rolex over its apparent courtship of former President Donald Trump, suggesting the luxury watchmaker may be seeking preferential treatment on Swiss export tariffs. The accusation follows Trump's imposition of a 39% levy on Swiss exports in August—a MOVE that disproportionately impacts high-end watch manufacturers.

Warren's letter explicitly links Rolex's recent engagement with TRUMP to potential tariff negotiations. The senator pointed to the company's VIP suite presence at the U.S. Open, where Trump sat beside Rolex CEO Jean-Frédéric Dufour alongside White House officials and family members. This mirrors tactics employed by tech giants like Apple and Nvidia, who announced domestic investments shortly after Trump's return to power.

The tariff landscape has created a strategic dilemma for Swiss watchmakers. With the U.S. rate nearly triple that of EU and UK tariffs, brands must either absorb unsustainable costs or risk pricing out American consumers. The situation has grown increasingly political, as evidenced by Swatch Group's retaliatory limited-edition watch release coinciding with the tariff announcement.