During the US Open tennis Men’s final between Carlos Alcaraz and Jannik Sinner, both proud Rolex ambassadors, a meeting took place that attracted attention well beyond the boundaries of the playing field.
Donald Trump, President of the United States, met with Jean-Frédéric Dufour, CEO of Rolex, after and invitation by the Swiss brand itself, in an apparently relaxed atmosphere, despite the growing tension, mainly due to recent political decisions regarding tariffs, a concerning 39%, imposed on goods imported to the USA from Switzerland.
Impact of New Tariffs
The new customs tariffs, promoted by Trump, explicitly aim to reduce the American trade deficit, risking significant repercussions on the import of luxury Swiss-made watches into the United States, including those produced by Rolex.
In a recent article and video, we tried to understand the worldwide situation, and how brands are dealing with the situation.
Controversy and Criticism
The meeting between Trump and the CEO of Rolex, which took place under the eyes of the international media, immediately sparked controversy and criticism.
Many observers interpreted the meeting as an attempt at private negotiation, with the aim of obtaining favorable conditions for the well-known Swiss brand. Some commentators pointed out that this situation risks undermining the credibility of institutions and favoring accusations of favoritism towards large multinationals.
Rolex’s Official Response
In response to the speculations, and following a formal request made by Senator Elizabeth Warren, Rolex promptly issued an official press release, categorically denying any kind of private negotiation with the American president. The brand reiterated its integrity and compliance with international regulations, emphasizing that the meeting took place exclusively in a representative context and without any commercial implications.
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