Rolex Hosts President Trump At U.S. Open Final In Hopes Of Diplomacy Win Amid Swiss Tariff Dispute

The possible attendance of Trump as a guest of Rolex in their suite at Arthur Ashe Stadium to watch the men's final between Jannik Sinner and Carlos Alcaraz, was reported early on the day before the finals and confirmed to Hodinkee by sources who asked not to be named because the visit hadn't been officially announced at the time. Rolex commonly uses the suite to host a wide array of guests, including celebrities, retailers, clients, partners, and of course, testimonees. 

President Trump's attendance drew immediate online debate, not only because of the rare attendance of a sitting U.S. President at the U.S. Open or the tariff implications, but also due to requests from the U.S. Open, first reported by tennis outlet Bounces, to censor any adverse reactions or protests to Trump's attendance. Increased security also delayed the start of the finals by nearly 45 minutes and left hundreds of seats empty, with ticket-holders stranded outside, many caught off-guard waiting for slow-moving screenings coordinated by the Secret Service.

Rolex is the largest timekeeping sponsor of professional tennis on both the men's and women's tours and at all four Grand Slam tournaments, including the U.S. Open. It also represents many of the top individual players.  Both U.S. Open men's finalists, Sinner and Alcaraz, are Rolex testimonees, as is legendary Swiss great Roger Federer. 

By hosting the U.S. President, Rolex may aid in thawing frosty relations between Switzerland and the United States over trade, benefiting not just the crown but the entire Swiss watchmaking industry. Many brands and industry executives believed the Swiss had won an agreement for tariff levels similar to those of other trading nations before a phone call between Swiss President Karin Keller-Sutter and Trump in July failed to reach an accord.

The Trump administration imposed 39% tariffs on Swiss goods imported into the United States, coming into effect on August 7. The surprisingly high levy, which compares to 15% tariffs on goods from other watchmaking countries and regions such as the European Union and Japan, has put Swiss watch brands at a disadvantage and threatened sales demand and profit levels for the biggest players. 

Many of the top brands, including Rolex, Omega, Blancpain, Patek Philippe, and Audemars Piguet, have already raised prices in the U.S. between 3% and 10% in response to the initial tariff levels on Swiss goods announced in April. An initial tariff level of 31% was later reduced to 10% before the shock increase to 39% last month. More brand price increases are expected if the tariffs stay in place at the current levels. 

Trading partners and industry sectors have won favor and concessions from Trump and his administration by flattering the U.S. President and promising investments in U.S. manufacturing. Swiss watches are dependent on being largely made in Switzerland, as country-specific branding and manufacturing are key selling points for the industry that provides more than 65,000 jobs in the Alpine nation.

Producing more than 1 million watches per year, Rolex is the biggest Swiss watch brand by revenue, representing about a third of the Swiss watch industry's total sales by value, according to analyst estimates. The U.S. is the biggest single export market for Swiss watches and for Rolex. The company, which is owned by a trust foundation in Geneva named for Rolex founder Hans Wilsdorf, plays an outsized role in supporting, promoting, and maintaining the Swiss watchmaking sector.

Swiss watch exports to the U.S. have surged by 24% this year compared to 2024 as brands rushed to send stock to retailers ahead of the tariffs.

A native New Yorker, Trump has attended the U.S. Open several times in the past. His last visit was in 2015 at a quarter-final match between Venus Williams and Serena Williams. Trump has also attended other high-profile sporting events while in office, including the Super Bowl. It is unusual for a sitting president to visit the U.S. Open, and it hasn't happened since Bill Clinton attended in 2000, according to the Associated Press.

This article and headline has been updated after President Trump attended the US Open finals.