In its efforts to avoid a US tariff increase of 39%, Switzerland may have taken a leaf out of South African President Cyril Ramaphosa’s book by including accomplished golfers in the trade delegation that visited Washington in May.
In addition to Ernie Els and Retief Goosen, the delegation included South Africa’s richest person, Johann Rupert, the luxury brand billionaire who owns Richemont, based in Geneva, and who is known to frequent golfing greens with Donald Trump.
In what has since been reported as “celebrity diplomacy”, Swiss authorities have acknowledged the possibility that the US President, known for his admiration of celebrities, might be influenced through informal discussions with prominent figures such as tennis star Roger Federer.
Swiss media reports that their President, Karin Keller-Sutter, stated in an interview with broadcaster Tele Zueri that, while personalities close to Trump, including Federer and FIFA President Gianni Infantino, might engage in conversations with him, any official negotiations will remain the sole domain of the Swiss government.
Switzerland is currently grappling with the impact of the tariff imposed by the US under Trump’s global trade realignment – one of the highest export duties ever placed on Swiss exports.
The tariffs went into effect last week, prompting the Swiss government to express concern about the damage to their business environment.
“The tariff was unjustified and must be reduced,” Keller-Sutter said.
She emphasised that Swiss companies are significant investors in the US and Switzerland will not accept paying “any price” following the dismissal of an earlier agreement during a July 31 phone call between Swiss and US leaders.
The Swiss Federal Council is actively seeking a negotiated solution to lower the customs duties with hope expressed that trade issues could be resolved by October, as indicated by US Treasury Secretary Scott Bessent.
However, Keller-Sutter conceded that, as a small nation with limited political leverage, Switzerland’s options are constrained.
This development follows attempts by other countries, such as South Africa, which notably included popular golfers in its delegation to Washington in May, aiming to reset strained trade relations amid tense discussions.
