^{(L-R) U.S. President Donald Trump and Rolex CEO Jean-Frederic Dufour arrive in the Rolex suite prior to the Men’s Singles Final match between Jannik Sinner of Italy and Carlos Alcaraz of Spain on Day Fifteen of the 2025 US Open at USTA Billie Jean King National Tennis Center on September 07, 2025 in New York City. | Matthew Stockman | Getty Images}

‍

President Donald Trump attended the U.S. Open men’s singles final in New York on Sunday, sitting alongside Rolex CEO Jean-Frederic Dufour in a midcourt box operated by the luxury watchmaker. The appearance comes just weeks after the Trump administration imposed a 39% tariff on Swiss imports, a move that threatens to significantly impact Swiss watchmakers.

Attendance and VIP Presence

Trump’s box included family members and top White House officials, including Treasury Secretary Scott Bessent and Press Secretary Karoline Leavitt. According to reports, Rolex extended the invitation, marking a high-profile interaction between the president and one of Switzerland’s most prestigious brands.

Impact of the Swiss Tariff

The 39% tariff on Swiss goods is substantially higher than the levies applied to other European nations following U.S. trade agreements with the European Union and the United Kingdom. Analysts warn that the steep tariff will likely force Swiss watchmakers, including Rolex, to raise prices to offset increased costs.

Bernstein analyst Luca Solca noted that the tariff is nearly double what industry insiders had expected. However, shipments of Swiss watches surged ahead of the tariff implementation, providing companies with a temporary buffer that could stabilize pricing for approximately six months.

Corporate and Political Implications

Trump’s appearance with the Rolex CEO comes amid a broader effort by major corporations to engage with the president following his return to office. Last week, the White House hosted several high-profile technology CEOs, reflecting ongoing corporate interest in building favorable relations.

This event also marked Trump’s first U.S. Open attendance since 2015. Rolex, a private company headquartered in Geneva and founded in 1905, sponsors the tournament, with ticket prices for premium seats starting at several thousand dollars.

Key Takeaways

• Trump attended the U.S. Open with Rolex CEO and top officials shortly after imposing a 39% tariff on Switzerland.
• The levy is expected to drive up prices for Swiss watches, although pre-tariff shipments may provide a short-term buffer.
• Rolex and other luxury watchmakers face increased pressure as U.S. tariffs significantly exceed those applied to neighboring European nations.
• The event highlights the intersection of trade policy, corporate strategy, and high-profile political appearances.

Trump’s presence at the tournament underscores the delicate balance between enforcing trade measures and maintaining relationships with major international companies operating in the U.S.