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Swiss Watch Exports To U.S. Jump Ahead Of 39 Percent Tariff

Plus: Seiko and Pepsi test scarcity-fueled co-brands

Author

Avinash Duggempudi
August 27, 2025

ClickZ Watches

Here's what's happening this week in the world of luxury and fashion watches:
- Apple Watch import workaround faces a legal test
- Swiss Watch Exports To U.S. Jump Ahead Of 39 Percent Tariff
- Seiko x Pepsi limited drops hit Sept 5
- Timex’s Superman preorders open 10 a.m. ET
- Chalonne taps artists for luxury Apple Watch bands

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📌WEEKLY MUST-KNOWS

Swiss watch exports rose 6.9% in July, driven by a 45% surge to the U.S. as brands built inventory ahead of a new 39% tariff effective Aug. 9. This front-loading boosts near-term supply but risks onshore inventory pressure and costly reallocation if demand softens.

Seiko and Pepsi drop two Seiko 5 Sports collabs on Sept. 5, each limited to 7,000 units worldwide and packaged in Pepsi can-inspired boxes. The nostalgic 1990s SBSA319 and modern GMT SBSC023 target collectors and brand loyalists with scarcity and storytelling. This shows how cross-category brand equity can unlock demand spikes and premium pricing.

Timex and DC Studios launch the James Gunn-designed Marlin Jet Automatic Superman edition at $369, with just 1,000 units and shipping in November. The film tie-in delivers blue-red accents, the Superman shield, and Gunn’s engraved signature to an accessible automatic. Expect limited-drop velocity, strong UGC, and opportunistic affiliate placements around preorder day.

REGULATORY
Masimo Challenges CBP's Apple Watch Ruling
Masimo is suing to overturn a CBP ruling that lets Apple import Apple Watches by shifting pulse oximetry processing to the iPhone despite an ITC exclusion order. The case tests whether distributed-device workarounds can blunt patent enforcement on wearables. Outcome could force feature changes, impact launch timelines, and set precedent for connected-device IP across the category.

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⚡QUICK READS

Chalonne Debuts Artist Collaboration Apple Watch Band: Luxury Apple Watch band maker Chalonne adds an artist-led collection, reinforcing the smartwatch as a premium fashion canvas and offering new merchandising stories for high-end retail.(More)

Huawei Teases GT 6 With Advanced Sports Tracking: Huawei previews upgraded GPS accuracy and multi-day battery for the Watch GT 6, raising performance expectations that influence consumer benchmarks across the smartwatch category.(More)

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