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A Swiss Watchmaker's Race to Beat US Tariffs
Financial Express Lucknow
|August 09, 2025
As a US tariff deadline neared this week, Swiss watch manufacturer DuBois et fils rushed to ship five high-end watches worth thousands of dollars each to the US.
By Wednesday, the firm had blocked orders on its US website.
Now CEO Thomas Steinemann is calculating the price hikes he'll need to make.
The whipsaw week for the Swiss horologist, as US President Donald Trump slapped a surprise 39% trade tariff on imports from the European country, underscores how businesses big and small are being forced to adapt and rejig operations under pressure.
DuBois et fils, founded in 1785, accelerated shipments on Monday from its factory in Muttenz, near Basel, to get through customs before the US tariff on imports from Switzerland came into force.
The 39% rate—up from the baseline tariff rate of 10% since April—took effect on Thursday after the Swiss president came back from an emergency trip to Washington without a deal.
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