Story Highlight
– Tariff chaos led to stockpiling and early purchases.
– Ulysse Nardin saw double-digit growth in 2025.
– The Freak collection is a must-have for collectors.
– Retail partners enhanced visibility of Ulysse Nardin.
– UR-Freak collaboration generated significant excitement.
Full Story
The Swiss watch market in the United States experienced significant volatility in 2025, primarily due to fluctuating tariff rates, yet it also revealed various opportunities for growth.
As impending higher tariff rates were announced, watch brands hurriedly imported larger quantities to take advantage of the lower tariffs, prompting consumers to expedite their purchases to avoid anticipated price increases.
Francois-Xavier Hotier, Ulysse Nardin’s president for the United States, noted in a year-end communication that these dynamics contributed to the brand’s impressive double-digit growth.
The Freak collection has emerged as a key highlight of 2025, regarded as a crucial piece for collectors of high-end timepieces.
In his message, Mr Hotier expressed gratitude to retail partners who have enhanced Ulysse Nardin’s visibility, particularly mentioning collaborations with Stephen Silver in Silicon Valley, Watches of Switzerland in Atlanta, an upgraded presence at Bucherer’s Time Machine and Wempe in New York, as well as Eiseman Jewelers in Dallas.
He remarked, “Amidst the challenges of a hectic market affected by tariffs and political uncertainties, we exceeded our goals and achieved another year of robust double-digit growth in sell-out, fuelled by high horology, and we’ve maintained strong momentum across all collections throughout the year.”
Among Ulysse Nardin’s offerings, the Freak One continues to be a flagship model in North America. However, Mr Hotier highlighted that models like the Freak X have also gained popularity, and the Diver Air is seeing backorders extending into 2026. Additionally, a limited edition of the Blast Free Wheel Marquetry Silicon Green, consisting of just 10 pieces, was sold out rapidly in September.
The collaboration between Urwerk and Ulysse Nardin to produce the UR-Freak has generated significant excitement, according to Mr Hotier.
He concluded, “The success of these remarkable collections, designed and manufactured by our talented colleagues in Switzerland, presented by passionate sales teams in our limited distribution in North America, combined with the active participation of my UN team to the watch enthusiast communities across the continent have significantly contributed to our success.”
