Watches from Europe – not least in the luxury segment – are currently in high demand in the United States. In April compared to the same month of the previous year, export growth in the United States gave German industry by more than 40 percent to almost ten million euros, as the Federal Association of Jewelry, Clocks, Silverware and Related Industries (BVSU) in Pforzheim announced based on fresh figures from the Federal Statistical Office. The overall exports rose by less than 4 percent to a good 155 million euros.
With the Swiss manufacturers: In the inside, the plus was almost 150 percent in April. The high demand from the Americans: inside can also play a role for people in Germany if they want to buy or sell a watch.
“That was clearly a panic attack”
From the perspective of BVSU general manager Guido Grohmann, the reason for the significant increase is clear: In view of the customs plans of US President Donald Trump, US dealers: Inside with watches. “It was clearly a panic attack,” he told the German Press Agency.
In his opinion, the effect of the further year is likely to fizzle out again because the camps are now filled. If no other factors played a role unforeseen, watches would no longer be sold, said Grohmann. Therefore, the consequences for the German market are likely to be only selectively and manageable.
This can be read on the Swiss market: there are already figures for May – and prove a decrease of a good 25 percent compared to 2024. The Association of the Swiss watch industry FH had expected a boomerang effect. However, it was weaker than expected, it said a few days ago.
Jewelry exports in the USA at the previous year’s level
For Switzerland, the United States is the proportionate largest export market. According to April numbers, the US business only makes up a good six percent of all exports of watches as well as watch parts such as housings and dial leaves. According to Grohmann, the Branden Glashütte Original, A. Lange & Söhne, Nomos Glashütte and Sinn includes, according to Grohmann.
Compared to the significant increase in the clocks, the BVSU hardly reported a change in exports to the USA compared to April 2024.
Seen all year round, the corresponding exports to the United States have increased steadily in the past five years: According to the association, 2020 watches and watch parts worth around 48 million euros were exported there, the sum last year amounted to more than 97 million euros.
Many collectors: inside on the US market
The USA is also among the growth regions for used goods, “which are now among the most exciting hotspots in the clock culture”, as it recently said at Chrono24, an online marketplace for luxury watches based in Karlsruhe. “We see a strong demand there, double-digit growth and significantly more domestic transactions,” said company boss Carsten Keller. “The purchasing power is high – and used luxury watches are in demand as ever.”
Higher US tariffs will therefore also lead to higher prices via a price increase in the primary market when it comes to resale. “Rolex and high-end brands such as Audemars Piguet or Vacheron Constantin are much more in demand in the USA than in Europe,” said Keller. The US market is particularly collectors: “Many buyers: inside looking for the extraordinary.”
In Germany, too, a sale according to Keller’s assessment could be worthwhile: “If you have a popular model in good condition, you can now meet a strong demand.” But not every watch automatically increases, the specialist emphasized. Condition and model selection played important roles here.