My watch month of August: horror summer fairy tale with a happy ending?

How could it be otherwise? Donald Trump's tariff scare continued to dominate the strategic thinking of Swiss watchmakers in the summer month of August. 39 percent of the tariffs have been lost since August 7. However, the sword of Damocles began hanging in the air at the beginning of April and burst right in the middle of the Bubble of Bliss of Watches & Wonders.

It was supposed to start with 31 percent on April 9. After a respite in which Switzerland failed to reach a deal, the sword of Damocles struck with even 39 percent mercilessly. The result: a loud silence, a distinctly Swiss-relaxed attitude – but behind-the-scenes activity. This became abundantly clear in the export statistics of the Swiss Watch Industry Federation starting in April, namely in the form of massive increases in exports to the USA. Filling up warehouses was and is the motto.

But now there's a light at the end of the tunnel. A US federal court has declared several of the tariffs imposed by Trump illegal. This applies to the so-called punitive tariffs that the US president imposed on numerous countries – including Switzerland.

However, the tariffs will remain in place until mid-October to allow for an appeal to the Supreme Court. Trump will undoubtedly take advantage of this opportunity. Nevertheless, there is hope that the tariff antics will soon go down in the annals of the Swiss watch industry as a horror story with a happy ending.

It still exists: the good news

This feeling of hope drew my attention to the good news in August, which was fun and brought a smile to my face.

The Happiness Maker

If you ignore the calorie count and the potential for dental health issues, chocolate simply makes you happy. Eating chocolate stimulates the release of serotonin and endorphins in the brain – the "happy hormones" that boost our mood.

I cannot say whether the sweet watch creation by chocolatier Amaury Guichon has already been eaten. However, just the sight of the oversized chocolate freak from Ulysse Nardin for those with a sweet tooth and lovers of Swiss watchmaking.

The Optimists

This undoubtedly includes the The Eppli family from Stuttgart. This positive outlook on the future in turbulent times is by no means based on naivety. Rather, it is based on almost 50 years of experience in the world of jewelry and watches.

What began as a small shop specializing in the purchase and sale of antique jewelry and a fascination with jewelry and watches is now Germany's largest and most well-known auction house. And it has just reopened its doors after a period of renovation. The new premises at Sporerstraße 6 and 8 in Stuttgart now offer a very special and attractively designed shopping experience.

The team players

Working together makes many things easier, more fun, and more engaging. So it's no wonder that many collaboration stories were circulating again in August.

So Maurice Lacroix Official Watch Partner of FC Basel 1893 in the 2025/26 season.

Alexander Shorokhoff adorns the wrist of world-famous actor and voice actor Joe Mantegna. He will wear two of the manufacturer's models in the 19th season of "Criminal Minds: Evolution," which is currently filming.

Seiko has teamed up with the iconic motor brand Datsun and launched three limited editions.

With the “Neo” edition concept, MasterSinger Clock and automobile together. The Münster-based brand is currently particularly fond of the Jaguar E-Type, which it is offering in 1:18 scale alongside the new "Neo JE."

The Courage Makers

Especially in these times, when many things are in turmoil and things that were once considered certain suddenly become uncertain, anniversaries are encouraging events. Representative of many watch anniversaries this year, we would like to mention the 10th anniversary of SINNbranch at Frankfurt's Römerberg and the 150-year-long "History of Firsts" of the brand belonging to the Citizen Group Bulova.