Why should you care if you’re not planning on buying a brand-new Audemars Piguet this weekend? Because this tariff isn’t just about higher price tags; it’s about reshaping the collector landscape faster than you can say “pre-owned.”
The Pre-Owned Surge
In the immediate aftermath of this tariff tempest, the WAX Collect platform has seen a 27% spike in inquiries for pre-owned watches since August 7th. That’s a whole lot of collectors trying to dodge the import penalty and score pieces already sitting safely stateside. Pre-owned U.S.-held inventory is suddenly the belle of the ball, as buyers sidestep the new-watch sticker shock.
This isn’t a minor blip on the radar—it’s shaping up like the quartz crisis of the 1970s, only with more champagne. Collectors are pivoting fast to pre-owned gems that offer investment potential and the comfort of being tariff-free.
Non-Swiss Alternatives: A New Contender in the Ring
Let’s get one thing straight: Swiss watches aren’t the only cogs in the luxury machine. With the tariff turning heads, non-Swiss brands are suddenly getting the kind of attention usually reserved for a Daytona at auction. Grand Seiko, Nomos, and a handful of boutique American makers are stepping into the spotlight, offering world-class craftsmanship without the tariff drama.
WAX Collect data shows a 15% rise in interest for these non-Swiss luxury pieces—it’s like discovering your favorite indie band before they blow up. Savvy collectors are diversifying their portfolios, snapping up these under-the-radar brands before the rest of the market catches on.
The Market’s Next Move
As Switzerland strategizes for a workaround, the big question is whether we’ll see more Swiss brands setting up U.S. assembly to dodge the import hit. It wouldn’t be the first time the Swiss adapted with surgical precision. Until then, expect the pre-owned market and non-Swiss brands to enjoy their moment in the sun.
For the discerning collector, this is both a curveball and an opening pitch. The market is in motion, and those willing to play it smart—whether doubling down on pre-owned or diversifying with non-Swiss—stand to benefit the most.
WAX Collect’s real-time data and market tracking are proving invaluable in this new era, offering collectors a sharper edge in a suddenly more complex game. In an industry where timing is everything, knowing when to pivot could be the best investment decision you make all year.
And the next time you glance at your wrist, remember—you’re not just checking the hour. You’re reading the pulse of a market in the middle of a transformation.
