New York, USA – Luxury watch retailer Watches of Switzerland Group (WOSG.L) reported a 15% increase in U.S. sales for the first half of 2025, driven by heightened demand for high-end timepieces in its key market. The company attributes the growth to strong consumer interest in premium watch brands such as Rolex, TAG Heuer, and Audemars Piguet.

“The U.S. market remains our core driver, accounting for almost 60% of total profitability,” the company said in a statement.

U.S. Market Growth and Global Luxury Trends

According to consultancy Bain & Company, the global luxury goods market is projected to expand 3–5% in 2026, supported by continued momentum in the U.S. and improving sales trends in China. Watches of Switzerland’s strong U.S. performance underscores the region’s importance as a growth engine for high-end Swiss watches.

Despite a threatened U.S. tariff of 39% on Swiss goods, a mid-November trade agreement reduced the levy to 15%, mitigating potential price pressures. The U.S. remains Switzerland’s largest foreign watch market, accounting for nearly 17% of exports, according to the Federation of the Swiss Watch Industry.

Resilience Against Tariff Impacts

The company said it welcomed the reduced tariffs, though it observed no significant shift in consumer behavior following the initial tariff announcements. Additionally, inventory build-ups by brand partners prior to the tariffs helped shield Watches of Switzerland from potential first-half-year disruptions.

For the six months ending October 26, 2025, U.S. sales rose to £409 million ($545.52 million), up from £355 million in the same period last year. Following the announcement, shares of the firm initially rose 3.8% to 494 pence, before settling slightly lower by mid-morning trading.

Outlook for the Luxury Watch Market

Analysts indicate that demand for premium Swiss watches remains robust in North America, driven by high-net-worth consumers seeking exclusive and collectible timepieces. Watches of Switzerland’s performance reflects a broader trend of resilient luxury spending, even amid global economic uncertainties and trade negotiations.