Rolex is facing scrutiny over its “concerning” decision to host Donald Trump in the Swiss watchmaker’s corporate box at the US Open final earlier this month – weeks after the White House imposed steep tariffs on Switzerland.
The US senator Elizabeth Warren, Democrat for Massachusetts, asked if the luxury conglomerate was seeking to “curry favor” by inviting the US president to the event, which it sponsors.
Trump’s 39% tariff on Swiss exports to the US – significantly higher than his 15% rate on the European Union, or 10% on the UK – threatens to pile pressure on Rolex, one of the world’s leading watch manufacturers.
In a letter to Rolex’s CEO Jean-Frederic Dufour, Warren said: “Given the president’s record of doling out special treatment to CEOs who are able to woo him with flattery, payoffs or both, the timing of his attendance at the match in the Rolex box is concerning.
“I have questions about whether you are attempting to curry favor with the president in an effort to secure special-interest exemptions for Rolex products.”
These products include the $163,200 white gold and diamond-studded Oyster Perpetual Lady-Datejust. Prices on the firm’s website begin at $5,800.
The invitation from Rolex to Trump, who attended the US Open final alongside senior administration officials including the treasury secretary, Scott Bessent; the attorney general, Pam Bondi; and the White House press secretary, Karoline Leavitt, as well as his son-in-law Jared Kushner, “raises questions about whether you are cultivating a relationship with President Trump in attempts to secure lucrative tariff exemptions for Rolex products”, said Warren.
She added: “Other corporate executives have used these tactics to escape tariffs, and it would be deeply troubling if your efforts provided another example of the Trump administration’s brazen corruption and capitulation to special interests.”
Kush Desai, a White House spokesperson, using Trump’s favored jibe about Warren, said: “Pocahontas should find a better use of her time than conjuring up asinine conspiracy theories.”
Rolex did not immediately respond to a request for comment.
