Gen Z was growing obsessed with luxury watches. New tariffs on Switzerland could cool the expensive hobby

Rolex Land-Dweller watches displayed in a window (Credit: Bing Guan/Bloomberg via Getty Images)

• Gen Z has become one of the largest consumer bases for luxury Swiss-made watches. Now the Trump administration’s 39% tariff on Switzerland may change price-sensitive consumer behavior. But experts tell Fortune top watchmakers like Rolex and Patek Philippe may not see much of a demand shift as young luxury watch buyers crave the social currency that comes with the brands.

Gen Z’s fascination with luxury watches has been one of the more surprising consumer trends of the past few years. But a steep tariff hike on Switzerland could threaten its market: American youth.