Trump’s Rolex Invitation at U.S. Open Raises Eyebrows Amid Swiss Tariff Controversy
Trump Attends U.S. Open with Rolex CEO Amid Newly Imposed Swiss Tariffs
In a surprising shift at the 2025 U.S. Open, President Donald Trump stood beside Rolex CEO Jean-Frederic Dufour. A 39% tariff hit Swiss imports just weeks earlier. The tariff now burdens Switzerland, home to the famed watchmaker.
Presence at the U.S. Open Final
On Sunday, September 7, 2025, Trump watched the men’s singles final. Italy’s Jannik Sinner and Spain’s Carlos Alcaraz competed at the USTA Billie Jean King National Tennis Center in New York City. Trump sat in a midcourt box run by Rolex. Rolex sponsors the tournament.
Trump brought family and top White House staff. Treasury Secretary Scott Bessent and Press Secretary Karoline Leavitt attended with him. NBC News noted the details. The Associated Press reported that Rolex invited Trump—a move that raised many questions after the tariff was set.
Tariff on Swiss Watch Imports
Weeks before the match, the Trump team set a 39% tariff on Swiss goods. This tax now affects Swiss watchmakers like Rolex. The rate is higher than taxes on imports from other European nations. The tariff came after trade talks with the U.S., the European Union, and the United Kingdom.
Market analyst Luca Solca from Bernstein wrote in a client note. He mentioned that a last-minute tariff deal did not occur. He predicted that Swiss watchmakers might push up prices to cover the new tax. Solca also noted that early shipments may keep prices steady for a few months.
Corporate Interaction and Strategic Alliances
Trump joined the exclusive suite run by Rolex. His meeting fits a pattern of connecting with major companies. After his return to office, he met with leaders from top tech firms at the White House. This step shows his plan to build ties with business.
This event marked Trump’s first U.S. Open visit since 2015. It signals his renewed interest in high-profile sports and business events.
About Rolex and U.S. Open Tickets
Rolex began in 1905 and is based in Geneva, Switzerland. It is known worldwide for its luxury watches. U.S. Open final tickets come at a high price. General admission starts at about $800, while seats near the action cost much more.
Summary:
- President Trump joined the 2025 U.S. Open final with the Rolex CEO weeks after a 39% Swiss import tariff was set.
- The tax may push up prices for Swiss watchmakers like Rolex.
- Trump was with family and senior White House officials in a Rolex-run midcourt box.
- This is Trump’s first U.S. Open visit since 2015 and fits his plan to meet with major companies after returning to office.
This link between politics and established brands like Rolex shows a careful balance of trade rules and corporate talks.
Stay tuned for more updates on trade, luxury items, and the links between politics and business.
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