Today, President Donald Trump will return to the US Open for the first time in a decade, where he’s set to attend the men’s final match.
This event is noteworthy for several reasons, not least of which is Trump’s unique seating arrangement in Rolex’s corporate suite. The invitation from the Swiss watchmaker is indeed unexpected, considering the recent tariffs imposed by the Trump administration on Swiss goods.
US Open Matchup Highlights
The final promises an exciting showdown between world number one Jannik Sinner and number two Carlos Alcaraz. Both players have been in excellent form, making this matchup one to watch. Trump’s presence will undeniably add an extra layer of intrigue to the event, especially given his previous ties with various sports and tournaments during his presidency.
Security and Broadcasting Measures
With Trump’s attendance comes heightened security at Flushing Meadows, ensuring the safety of all attendees. In a notable move, the U.S. Tennis Association (USTA) has directed broadcasters, such as ABC, to minimize camera focus on potential crowd disruptions, including protests that may arise in response to Trump’s presence. This reflects not just the significance of the event but also the polarized views surrounding the former president.
Potential Turning Point for Swiss Tariff Negotiations
As it relates to watches, there are obvious ties to Rolex, the largest Swiss watchmaker by revenue, which produces an estimated 1 to 1.2 million watches a year, and the ongoing tariff negotiations between the US and Switzerland.
A brutal tariff rate on imports coming from Switzerland of 39% is currently in effect, which is the highest in the world, apart from a few outliers (Brazil and India receive 50% tariffs on imports to the US).
Considering that the US is Switzerland’s biggest watch export market, we can speculate that Rolex’s top management will be in attendance at the 2025 US Open to liaise with President Trump, perhaps even the CEO of Rolex, Jean-Frederic Dufour.
Donald Trump is known to own Rolex watches, and the President certainly understands the business and cultural impact of a brand that’s as synonymous with the US market and Presidents as it is with Swiss watchmaking. Speculatively, this could be the turning point in the US and Swiss negotiations of tariffs, which professionals (and consumers) in the Swiss watch industry have been hoping for since Trump announced reciprocal tariffs in April 2025.
Photo by Rolex.
