Trump U.S. Open invitation from Rolex comes after slapping tariff on Switzerland
President Donald Trump made a surprise appearance at the U.S. Open this past weekend, joining Rolex CEO Jean-Frederic Dufour in the Rolex suite to watch the men’s singles final in New York City. This came just weeks after Trump imposed a 39% tariff on Switzerland, the home country of the luxury watchmaker.
Accompanied by family members and high-profile White House officials such as Treasury Secretary Scott Bessent and Press Secretary Karoline Leavitt, Trump enjoyed the match from a prime midcourt box provided by Rolex, a sponsor of the tournament. According to reports, Rolex extended the invitation to the president, although neither the company nor the White House commented on the matter.
The timing of Trump’s visit raised eyebrows, as it coincided with the recent tariff imposed on Switzerland. Analysts predict that Swiss watchmakers, including Rolex, may need to raise prices to offset the impact of the levies. The 39% tariff rate is significantly higher than what was initially anticipated, posing challenges for the industry.
Despite the tariff implications, Swiss watchmakers have reportedly seen a surge in shipments prior to the implementation of the levies, offering some temporary relief on pricing pressures. However, the long-term effects of the tariffs remain uncertain.
Trump’s attendance at the U.S. Open marks his latest engagement with major corporations, as he seeks to strengthen relationships with business leaders. This follows his recent meetings with CEOs of prominent technology companies at the White House.
Interestingly, this was Trump’s first appearance at the U.S. Open since 2015, adding to the significance of the event. Rolex, a prestigious private company founded in Geneva in 1905, is known for its luxury timepieces. Tickets for the U.S. Open final are highly sought after, with prices starting at $800 and premium seats fetching thousands of dollars.
In conclusion, Trump’s presence at the U.S. Open alongside Rolex’s CEO underscores the intersection of politics and business, highlighting the complexities of international trade relations. As the watch industry grapples with the impact of tariffs, the future outlook for Swiss watchmakers like Rolex remains uncertain.
