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This 12 months began sturdy, with wholesale gross sales up by double digits and the model’s limited-edition releases gathering strong demand. That was all earlier than the Trump administration’s shock slap of 31% tariffs on Swiss items, together with watches, threw shopper sentiment within the U.S., Oris’ largest market, into doubt. The tariffs have now been paused whereas a deal is sought, however a ten% levy and an unsure U.S. shopper stay in place.
Studer says now’s the time for the Swiss watch business to return to “regular” pricing and lift volumes to keep up the vital mass of shoppers that makes the estimated $50 billion business culturally and economically vital.
“The subject of worth and substance has new relevance,” he says. “Our manufacturers should supply extra worth with what they do.”
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