He sold Bibles, sneakers, picture books and cryptocurrency during his third presidential campaign. Now, Donald Trump is launching a new business: diamond-encrusted watches.
The Republican president unveiled the “Official Trump Watch Collection” on Thursday. The most expensive, listed as including 122 diamonds on its bezel and available in three styles of 18-karat gold, costs $100,000. Another “Fight Fight Fight” model is listed at $499.
Trump has traded in a string of brand names since launching his 2024 White House campaign, following his long tradition of combining his political and business interests. Thursday’s launch, which comes 40 days before Election Day, could open him up to criticism for campaign finance, especially as he makes the argument that Vice President Kamala Harris is out of touch with America’s economic problems.
While the various brands’ websites note that proceeds from their sales do not directly benefit Trump or his campaign, they also note that each is subject to a “paid license agreement.” That’s the same method that allowed Trump, before entering politics, to profit for years by selling everything from water, vodka and steaks.
Earlier this week, he announced the sale of $100 silver coins with his face on them. In March, before Easter, Trump released a video on Truth Social urging his followers to spend $59.99 to get “God Bless the USA Bible,” inspired by country singer Lee Greenwood’s patriotic song. Trump takes the stage to the song at each of his rallies and has been seen with Greenwood at events.
In February, he sold new Trump-branded sneakers at “Sneaker Con,” an event calling itself “The Greatest Sneaker Show on Earth.” The shoes, shiny gold high-tops with American flag detailing on the back, are being sold as “Never Surrender High-Tops” for $399 on a new website that also sells other Trump-branded shoes and “Victory47” cologne and perfume for $99. a bottle.
Trump has also dabbled in NFTs, or non-fungible tokens, and last year reported earning between $100,000 and $1 million from a series of digital trading cards featuring him in cartoon-like images, including as an astronaut, a cowboy and a superhero.
Some of the items, including coins, sneakers and Bibles, were listed as belonging to CIC Ventures LLC, a company Trump reported as his own in his 2023 financial disclosure, which has a similar arrangement with 45Footwear, which also says it uses “Trump’s name, likeness and image under a paid license from to CIC Ventures LLC, which license may be terminated or revoked in accordance with its terms.”
The assets have been sold after a $489 million fraud verdict against the former president, which a New York appeals court on Thursday appeared open to reducing or overturning.
According to a disclaimer on the sales website, the watches are covered by a similar agreement to license Trump’s name, image and likeness, and proceeds from their sale do not go to the Trump campaign or the Trump Organization and are “not designed, manufactured, or distributed.” or sold by Donald J. Trump, The Trump Organization or any of their associates or principals.”
Instead, TheBestWatchesonEarth LLC — a listed company — says it uses “the name, image, and likeness of ‘Trump’ under a paid license agreement that may be terminated or revoked in accordance with its terms. Trump Watches are intended as collectibles for enjoyment only, not for investment purposes. “
A spokeswoman for the Trump campaign referred questions about the licensing deal to the Trump Organization, which did not immediately return a message seeking comment. TheBestWatchesonEarth LLC also did not immediately respond to a question about the deal through its website.
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Meg Kinnard reported from Chapin, South Carolina, and can be reached at
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