The state of watches 2025
As news of tariffs, gold prices and the downturn in economies around the globe floods our feed – where does that leave watches?
The tariffs imposed by President Trump are likely to have a huge effect on an already struggling industry. I’ve also cheated on watches and spoken to some experts in the jewellery industry, who said many brands and wholesalers are completely halting their supply to the US, just in case President Trump changes his mind.
With the announcement and uncertainty of tariffs (literally during Watches & Wonders 2025) unsettling established supply chains. Insiders say the industry is on a bit of a standstill, hoping that China might swoop in and save the day as the luxury superhero, though stats show that North and South America might be where brands should direct their attention.
So what’s up with China? Appetite for Swiss watches in China contracted to its position in 2019, during Covid, which is pretty worrying. That, paired with the preference of younger consumers for second-hand watches, it’s not surprising at all that sales are down in China.
As for gold, I think the story might stay the same. I heard a back in the days story a few weeks ago. At the time when vintage watch aesthetics weren’t as popular as they are now, and at this time, people were melting down thePiaget Polo watch to retrieve the gold (part of me broke inside hearing this).
Okay, back from that digression/trauma bonding – gold is at an all-time high (hopefully I’m not the one breaking this news to you). For watches, it means prices are going to go up, and with sales already down, I can imagine this is going to affect this even further. Watches of Switzerland announced that they’re shuttering 16 stores. While their reasons don’t suggest much, their share price did increase, so that’s something.
What it does tell me, though, is one simple fact. IRL shopping is not enough.DTC stores don’t have stock to sell. Young consumers are happy to hunt in auctions, flea markets, and eBay for their next watch. So while the industry for brand new watches might not look great, I think second-hand is going to shine. But then again, who knows what could happen.