Luxury shopping has always been an indulgence for the affluent, but in 2025, it has taken on a new dimension: tariff avoidance. With steep US tariffs imposed on European luxury goods, wealthy Americans are finding creative ways to merge lifestyle with financial strategy. Instead of simply buying their favorite timepiece or handbag domestically, many are jetting off to Europe—turning shopping into a tax-optimized experience.
This emerging trend highlights how global trade policies ripple through everyday consumer choices, especially among the upper class. For some, it’s no longer just about skiing in Switzerland or strolling through Parisian boutiques—it’s about securing a $50,000 Patek Philippe or $10,000 Rolex while saving thousands in tariff costs. In the process, tariff-driven luxury tourism is transforming how affluent Americans view travel, shopping, and even financial planning.
The Case of the Swiss Ski Trip and the $75,000 Watch
Consider Jamie, a New Yorker planning a December ski trip to Switzerland with her husband. While the slopes are part of the appeal, the true prize is a Patek Philippe Nautilus. By purchasing directly from Geneva, the couple hopes to bypass the 39% tariff on Swiss luxury goods recently imposed by the US government. Their budget? Between $50,000 and $75,000—with potential tariff savings in the tens of thousands.
For them, the trip isn’t just a vacation; it’s a calculated financial maneuver. Luxury advisors report that this behavior is becoming increasingly common among wealthy Americans looking to combine lifestyle travel with strategic shopping.