The elimination of the luxury tax promoted by the government of Javier Milei not only began to be reflected in a sharp drop in prices in the automotive market, but now it is also beginning to show a second effect: the arrival of international investments. In particular, the high-value goods segment is beginning to reactivate after years of tax distortions
.In recent weeks, Argentina has become a key destination for executives of major Swiss watch brands. The opening of boutiques, expansion announcements and meetings with national authorities marked an agenda that confirms the change in perception of the local market
.
The new scenario has a central factor: the elimination of the domestic tax on luxury goods, which for years applied a 20% burden on high-value products. This tax not only made luxury watches more expensive, but it had also generated a loss of competitiveness compared to squares such as Miami or São Paulo
.Added to this is the expectation for the free trade agreement between Mercosur and EFTA, the block that makes up Switzerland. If its ratification progresses, it would reduce tariffs that today range from 10% to 20%, further reinforcing the attractiveness of the
Argentine market.In this context, several brands began to move chips. Audemars Piguet opened its first boutique in the country, located in Puerto Madero, with a service model aimed at high-level customers. The opening is part of a regional strategy that also includes new stores in Chile and Mexico
