The Swiss franc is up 25 percent in 2011 against the US dollar forcing watch manufacturers to raise prices.
The rush to the Swiss franc, viewed as a safe "reserve currency," has been fueled by the financial troubles and debt plaguing Europe and the United States.
The Swiss National Bank (SNB) said on August 3rd that the franc is “massively over-valued,” and it will take measures against its continued rise. It's too early to say whether the SNB can be successful. But don't expect watch brands to wait around and find out: across-the-board 10-15 percent price hikes are likely this fall.