Switzerland Rolls Out Charm Offensive to Cut Trump’s 39% Tariffs

Published: 14 November 2025. The English Chronicle Desk. The English Chronicle Online

Swiss ministers and business leaders have descended on Washington in a high-stakes effort to persuade the Trump administration to reduce the punitive 39% tariffs imposed on Switzerland’s exports to the United States, the steepest levies in Europe. The tariffs, introduced under former President Donald Trump, have hit the Swiss economy hard, affecting a range of industries from luxury goods to commodities, and prompting concerns over job losses and potential economic slowdowns.

Initial overtures from Swiss President Karin Keller Sutter, aimed at negotiating directly with Trump, met with limited success. “She was a nice woman, but she did not want to listen,” Trump reportedly remarked after early discussions. Faced with this challenge, Switzerland adopted a more unconventional strategy, sending a delegation of prominent business figures to the Oval Office on 4 November, bearing symbolic and luxurious gifts designed to soften the president’s stance. Among the gifts were a Rolex gold watch and a specially engraved gold bar from Swiss-based gold refining company MKS, underscoring the nation’s wealth, craftsmanship, and the seriousness of its appeal.

Following the meetings, a senior White House official described the talks as “very positive” and “very focused,” noting that the administration was acutely aware of the bilateral trade deficit with Switzerland and open to exploring avenues for resolution. The Swiss delegation emphasized that their initiative was carried out “in the spirit of Swiss unity between the private and public sectors,” signaling a coordinated effort to leverage both governmental influence and private sector clout.

Luxury industry executives played a particularly crucial role in this strategy. Jean Frédéric Dufour, CEO of Rolex, had previously hosted Trump in the VIP box at the US Open tennis final in September, demonstrating pre-existing connections with the president. Dufour, along with Johann Rupert of luxury conglomerate Richemont and Marwan Shakarchi of MKS, participated in the Oval Office visit, ensuring that Switzerland’s economic and cultural influence was prominently represented.

Trump’s interest in the gifts was evident. He reportedly asked Dufour whether he would have attended the US Open if the tariffs had not been imposed, highlighting how these levies had become a personal as well as national issue. Within days of the Oval Office meeting, Trump was photographed with what appeared to be a Rolex “Datejust” desk clock, a collector’s item valued in the tens of thousands of dollars. White House officials later confirmed that both the clock and the engraved gold bar had been presented to the president, now part of the thousands of gifts received by US leaders each year and catalogued in the National Archives.

The stakes for Switzerland are considerable. The tariffs have caused significant disruptions in trade, particularly for luxury goods, pharmaceuticals, and commodities. Swiss companies have warned that continued high levies could force them to furlough staff or reconsider investment plans. By contrast, a reduction of the tariffs to around 15%—in line with rates applied to Switzerland’s European Union neighbors—would provide immediate relief and allow businesses to regain competitiveness in the US market.

Economic incentives are being offered alongside diplomatic charm. Swiss pharmaceutical companies have pledged to expand production within the United States, creating jobs and contributing to local economies. Additionally, Swiss International Airlines, which primarily operates Airbus aircraft, has indicated it may pivot toward Boeing planes, aligning procurement decisions with US industrial interests. These moves are designed to demonstrate Switzerland’s willingness to cooperate economically in exchange for relief from punitive trade measures.

The Swiss approach also highlights the growing interplay between business diplomacy and formal statecraft. The involvement of high-profile business leaders in such negotiations illustrates how private sector relationships, personal networks, and strategic gifting can complement official diplomatic efforts. The use of tangible, culturally significant gifts is a calculated tactic intended to appeal to Trump’s personal sensibilities while reinforcing the broader economic argument for reducing tariffs.

Switzerland is not relying solely on its economic emissaries. FIFA president Gianni Infantino, a Swiss national with longstanding ties to Trump, has been mentioned as a potential influential actor in the discussions. Infantino, who visited the Oval Office in August to promote preparations for next year’s World Cup in the US, Canada, and Mexico, presented Trump with the World Cup trophy, jokingly prompting the president to ask, “Can I keep it? That’s a beautiful piece of gold.” Infantino has also announced the creation of a new FIFA World Peace Prize to be awarded in Washington DC in early December, further signaling Switzerland’s intent to leverage cultural and sporting diplomacy as part of its charm offensive.

The current trade situation is a product of prolonged tensions between Switzerland and the US over bilateral trade imbalances and perceived unfair advantages. The 39% tariff was introduced under Trump as part of a broader strategy to pressure countries with trade surpluses into concessions and to protect domestic industries. While such tariffs can be justified under certain trade protection rationales, they have generated significant economic and political challenges for Swiss exporters, particularly in high-value sectors such as watches, jewelry, and specialized machinery.

Switzerland’s economic diplomacy highlights the multifaceted nature of modern trade negotiations, which blend economics, politics, and personal influence. The country’s strategy recognizes that in the US, and particularly under Trump, informal personal relationships, symbolic gestures, and targeted lobbying can be as influential as formal negotiations and policy briefs. By deploying a coordinated campaign involving state officials, business executives, and influential cultural figures, Switzerland is seeking to maximize its chances of success.

The White House has indicated that discussions are ongoing, with Trump suggesting that a deal to lower tariffs “a little bit” is being worked on, though he has not set any specific figure. Switzerland’s negotiators are reportedly aiming for a reduction to 15%, which would effectively align the country with European Union nations and provide a significant reprieve for Swiss exporters. However, uncertainties remain, and Swiss industry is watching developments closely, aware that delays or partial concessions could still have serious financial implications.

Domestically, the campaign to reduce tariffs has garnered attention among Swiss politicians and business leaders, who are advocating for a united front in Washington. The blend of state and private sector efforts represents a coordinated attempt to protect national economic interests while demonstrating flexibility and goodwill toward the US. It also reflects a broader understanding of global trade, in which negotiations are often influenced as much by perception, symbolism, and relationships as by formal economic arguments.

The Swiss charm offensive underscores the challenges faced by smaller economies in negotiating with larger, more politically assertive partners. By leveraging a mix of diplomacy, economic incentives, and high-profile interventions, Switzerland is attempting to assert its interests without escalating tensions or resorting to retaliatory measures. The presence of business leaders bearing high-value gifts, along with promises to increase US-based production, represents a strategic effort to appeal both to the president’s personal preferences and to American economic interests.

As negotiations continue, the world will be watching closely. Swiss exporters, from luxury watchmakers to pharmaceutical companies, are eager for relief from the punitive tariffs, while the US administration balances domestic political priorities, trade deficits, and international relationships. The eventual outcome may set a precedent for how small nations navigate trade disputes with global powers, particularly under unconventional leadership styles that blend traditional diplomacy with personal influence and media visibility.

Whether the Swiss charm offensive will ultimately succeed remains uncertain. However, the combination of public diplomacy, private sector engagement, and strategic gifting represents a novel approach to modern trade negotiations, illustrating how economic interests, political influence, and personal relationships intertwine in high-stakes international affairs. As Switzerland waits for a resolution, the stakes remain high, with the potential for significant economic consequences for both sides depending on the outcome.