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Investing.com -- J.P. Morgan has downgraded Pandora (OTC:PNDRY) to “neutral,” in a note dated Tuesday citing the jewellery brand’s high exposure to newly imposed U.S. tariffs and rising uncertainty around global consumer demand.
Shares of the bracelets, designer rings, earrings, necklaces and watches maker were down 2.8% at 05:20 ET (09:20 GMT).
The Danish company, which manufactures all of its products in Thailand, now faces a 36% import duty on goods entering the U.S.—a market that accounts for over 30% of its revenue.
Analysts estimate the unmitigated impact of these tariffs could reach DKK1.2 billion annually, or roughly 14% of current EBIT forecasts.
Even when excluding shipments to Canada and Latin America, the estimated hit remains significant at around DKK950 million.
Pandora has already flagged a DKK700 million impact in 2025 and is exploring price increases and supply chain adjustments.
However, J.P. Morgan is doubtful the brand has sufficient pricing power to fully offset the cost pressures, particularly after recent moves to counter silver inflation.
Beyond margin pressure, the downgrade also reflects growing concerns over topline growth.
While demand in the U.S. has remained strong, other key markets for the jewellery maker—such as France and Italy—continue to underperform, with signs of softening also emerging in Germany.
With global consumer sentiment expected to weaken further due to inflation and market volatility, J.P. Morgan sees increasing downside risk to the group’s revenue estimates.
The brokerage has cut its earnings forecasts for Pandora by 7–8%, lowering its price target from DKK1,400 to DKK1,100.
Though this still implies some upside from current levels, analysts argue the level of risk around demand and profit sustainability is too high for the brand to outperform in the near term.
In a broader luxury landscape marked by slowing U.S. demand, subdued spending in China, and rising import duties, J.P. Morgan continues to prefer players with strong brand momentum and greater pricing flexibility.
Richemont (SIX:CFR), Prada (OTC:PRDSY), and Hermes are seen as better positioned, while Pandora’s concentrated manufacturing base and mid-market positioning make it particularly vulnerable in the current climate.