Swiss bookstore making big margin

Passing by a local Payot book store in Geneva I was about to purchase a paperback from the States when I took a second look at the price tag. An 8 USD book was selling for 15.80CHF. I remember in the past when the dollar was worth more that this was a common price but now that the dollar has dropped so much in value I was wondering where my savings was with this imported book. Seeing that I was paying almost twice the value of the book I finally put it back and called a friend in the States to order it for me. Even with shipping to Switzerland it would be cheaper than buying it at Payot.