(L-R) U.S. President Donald Trump and Rolex CEO Jean-Frederic Dufour get successful the Rolex suite anterior to the Men's Singles Final lucifer betwixt Jannik Sinner of Italy and Carlos Alcaraz of Spain connected Day Fifteen of the 2025 US Open astatine USTA Billie Jean King National Tennis Center connected September 07, 2025 successful New York City.
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President Donald Trump appeared astatine the U.S. Open this play alongside Rolex CEO Jean-Frederic Dufour, weeks aft tariffing the watchmaker's location country.
Trump watched the men's singles last successful New York connected Sunday successful a midcourt container operated by Rolex, which besides sponsors the tournament. The president was joined by household members and high-profile White House officials including Treasury Secretary Scott Bessent and Press Secretary Karoline Leavitt, according to NBC News.
Trump was invited by Rolex, according to a study from The Associated Press connected Saturday citing a idiosyncratic with cognition of the details. Rolex and the White House did not respond to CNBC's petition for comment.
Rolex's alleged invitation came wrong weeks of Trump placing a 39% tariff rate connected Switzerland, wherever Rolex is based. That's higher than different countries successful the portion look pursuing deals betwixt the U.S. and the European Union and United Kingdom.
A presumption of U.S. President Donald Trump (C) connected a Rolex show during the Men's Singles Final lucifer betwixt Jannik Sinner of Italy and Carlos Alcaraz of Spain connected Day Fifteen of the 2025 US Open astatine USTA Billie Jean King National Tennis Center connected September 07, 2025 successful New York City.
Al Bello | Getty Images Sport | Getty Images
Bernstein expert Luca Solca wrote to clients past period that "the past infinitesimal woody that galore had hoped for didn't materialize."
Solca said Swiss watchmakers volition apt request to hike prices arsenic a effect of the levies. The expert said the 39% levy is astir two-times higher than antecedently expected for the country.
But Solca besides said the radical saw a pull-forward successful shipments up of tariff implementation, which tin supply a "buffer" connected terms tags for astir six months.
Trump's attendance successful the Rolex container marks his latest enactment with large corporations, which person aimed to curry favour pursuing his instrumentality to bureau this year. The president hosted respective CEOs of ample exertion companies astatine the White House past week.
Sunday's sojourn was Trump's archetypal clip astatine the sporting lawsuit since 2015, according to the Associated Press.
Rolex is simply a backstage institution founded successful 1905 and headquartered successful Geneva. Tickets for the U.S. Open last outgo astatine a minimum upwards of $800 with adjacent seats going for thousands of dollars.
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