The 11 Most WIRED Watches That Dropped at Watches & Wonders 2025

President Donald Trump’s tariffs bombshell this week (complete with a levy seemingly aimed at a few thousand penguins on remote Antarctic islands) landed right in the middle of Watches & Wonders, the sprawling Geneva trade show that brings together Rolex, Patek Philippe, TAG Heuer, Cartier and a panoply of other major players in the Swiss luxury watch industry—an industry that has suddenly found itself facing a 31 percent import tax in its biggest and most important market. In 2024, America accounted for one-sixth of the global Swiss watch market, which is bad news considering the watch industry has already been fighting a significant downturn. Whether the dollar prices on this page remain intact for long is currently anyone’s guess. The senior watch executives WIRED questioned at the show were unwilling to offer any comment on the record, and one big-brand CEO had no idea the tariff announcement was imminent. Still, while some factories have reportedly been running on half time in r ... Read full article.