The Roundup: the “39%” Edition

Each week, EWC will be gathering horological industry news, cultural conversations and moments surrounding our favorite topic: timepieces. Happy Friday; here’s what’s on our watch.

Yes, There are Now 39% Tariffs on Exports from Switzerland to the U.S.

After the Swiss president’s emergency trip to Washington ended without a deal earlier this week, a 39% tariff – up from the 10% baseline in place since April – took effect Thursday. The broader Swiss watch industry is already feeling it: brands are planning price hikes, pausing U.S. orders, and courting alternative markets. In 2024, the U.S. accounted for 17% of Switzerland’s 26 billion Swiss francs ($32 billion) in watch exports, according to the Federation of the Swiss Watch Industry. Exports to the U.S. surged in April as watchmakers frontloaded shipments ahead of the first tariff deadline.

The Good Stuff: Here’s What They’re Wearing

There are two incredible sequels being filmed right now: The Adventures of Cliff Booth, David Fincher’s upcoming follow up to Once Upon a Time in Hollywood and the long-awaited part two of The Devil Wears Prada. Unsurprisingly, the costume design on both movies includes some killer watches. Brad Pitt was spotted in a Vacheron Constantin Historiques 222 while Meryl Streep’s character Miranda Priestly was spotted wearing a yellow gold Cartier Tank Francaise.

On set isn’t the only place we’ve seen some cool watches this week. Amid his European tour, rapper Drake wore an extremely rare variation of the iconic Rolex Daytona, an off catalog “Giraffe” edition ref. 126555TBR. In addition, footballer Lionel Messi was seen in the stands cheering on Inter Miami against FC Cincinnati wearing an equally rare off catalog Daytona nicknamed the “Barbie” for its fittingly pink color scheme, including a pink sapphire-set bezel.

Keeping the Good Times Rolling: Here’s What’s New

New collabs hit the shelves this week. Swatch rolled out its latest MoonSwatch edition: the Mission to Earthphase Moonshine Gold. The model features a moonphase indicator inspired by the Sturgeon Moon (the full moon that will appear this month during the edition’s release). The complication is rendered in Omega’s own Moonshine Gold and, of course, the remainder of the dial is punctuated with illustrations from the world of Snoopy.

In addition, Seiko teamed up with Pepsi for a play on Rolex’s GMT-Master II with the limited edition Seiko 5 Sports x Pepsi. Like the beloved dual timer from The Crown, Seiko’s new limited run features the instantly recognizable red and blue bezel reflecting the iconic Pepsi logo. In addition, Pepsi has co-branded the dial.

Panerai celebrates its longstanding work with the Marina Militare aka Italian Navy with a pair of new watches. Each of the two new Submersible Militare references draw inspiration from the flight gear and helmets of the Aviazione Navale featuring green matte dials with a black fade and tough green canvas straps with distinctive T/T stitching, reflecting military uniforms.

Last up, Girard-Perregaux and Aston Martin have done it again with the latest co-created edition of the Laureato. Here, in the new Girard-Perregaux Laureato Skeleton Aston Martin in black ceramic, you have a twist on the elements you know and love: of course, classic Aston Martin green accents, and an openworked design revealing the “engine” of the watch.

Speaking of automobiles, next week is Monterey Car Week, and we can’t wait to see the watches we’ll spot throughout the event.