An exterior view of the Breitling Swiss luxury watch store in New Bond Street, Mayfair on February 17, 2025 in London, United Kingdom. John Keeble | Getty Images News | Getty Images Tariffs of 39% that were slapped on Swiss goods by U.S. President Donald Trump have been "horrible" for Switzerland, the chief executive of Swiss luxury watchmaker Breitling told CNBC. "These [duties] were terrible news, 39% tariffs is horrible," Breitling's Georges Kern said.