Trump Unveils Luxury Watch Line, Prices Reach $100,000 \ Newslooks \ Washington DC \ Mary Sidiqi \ Evening Edition \ Donald Trump has added diamond-encrusted watches to his collection of branded products as he campaigns for the 2024 presidency. The “Official Trump Watch Collection” includes luxury timepieces priced as high as $100,000. The venture is part of a long-standing tradition of Trump blending business with politics, though proceeds from sales are not directly linked to his campaign.
Trump Watch Collection Launch: Quick Looks
- Donald Trump debuts the “Official Trump Watch Collection” with prices ranging from $499 to $100,000.
- The most expensive model boasts 122 diamonds on its bezel and is available in three 18-karat gold styles.
- Trump has launched multiple branded products during his 2024 campaign, including sneakers, coins, and Bibles.
- Proceeds from the watch sales are covered by a paid licensing agreement, not benefiting Trump or his campaign directly.
- This move comes 40 days before Election Day and follows a $489 million civil fraud judgment against Trump, which a New York appellate court may reduce or reverse.
Deep Look:
Donald Trump, the former U.S. president and 2024 Republican candidate, has once again demonstrated his talent for merging politics and business. On Thursday, Trump unveiled the Official Trump Watch Collection, a new line of diamond-encrusted luxury watches priced as high as $100,000. The collection features timepieces with 122 diamonds on the bezel and 18-karat gold options, alongside more affordable models like the “Fight Fight Fight” watch, priced at $499.
The launch of this watch line adds to a growing list of products Trump has introduced during his third presidential campaign, further solidifying his unique approach to politics, which often includes leveraging his personal brand for commercial ventures. Trump’s blend of business and politics is nothing new—long before he entered the political arena, he was known for selling branded products, from water to steaks, and even vodka. Now, with the 2024 election just 40 days away, Trump continues to monetize his brand with various products, raising both excitement and criticism.
Trump’s Long History of Branded Products
Trump’s business acumen and relentless self-promotion have always been core components of his public persona. During his first presidential run in 2016, Trump capitalized on his brand with a range of products, and this trend has continued in his third bid for the White House. In addition to the new watch collection, Trump has recently marketed other branded merchandise, including Trump Never Surrender sneakers, God Bless the USA Bibles, patriotic silver coins, and even non-fungible tokens (NFTs).
Earlier in 2023, Trump launched a line of high-top sneakers, the “Never Surrender High-Tops,” priced at $399, featuring a shiny gold design and an American flag motif. This followed a $100 silver coin series, emblazoned with his likeness, which was also offered through his online store. His merchandise strategy reached a particularly patriotic note ahead of Easter, when Trump promoted a $59.99 Bible based on Lee Greenwood’s famous ballad “God Bless the USA,” a song Trump uses at his rallies. Each of these products capitalizes on Trump’s name, image, and political message, reinforcing the close connection between his business and political ventures.
In February, Trump further expanded his product offerings by appearing at Sneaker Con, a global sneaker convention. His presence there highlighted a specific pair of branded sneakers—”Never Surrender” high-tops—which play into the broader narrative of resilience and defiance that Trump often evokes at his rallies. Priced at $399, these sneakers are sold on his new website, which also offers Victory47 cologne and perfume for $99 per bottle, named in anticipation of a potential victory in the 2024 election.
In line with his growing product empire, Trump also dabbled in the NFT market. His digital trading cards featured cartoon-like portrayals of Trump as a cowboy, astronaut, and superhero, among other characters. Trump’s NFTs, while more unconventional than traditional merchandise, earned him between $100,000 and $1 million, according to financial disclosures. These digital cards further demonstrate Trump’s adaptability in finding new ways to capitalize on emerging trends in the digital economy.
The Luxury Watch Collection
The Official Trump Watch Collection represents the latest in Trump’s business ventures. The most expensive model, featuring 122 diamonds on the bezel, comes in three styles of 18-karat gold and is priced at a staggering $100,000. More modest options, such as the “Fight Fight Fight” watch, sell for $499, giving the collection a wide range of price points aimed at different segments of Trump’s fanbase. The company behind the watches, TheBestWatchesonEarth LLC, markets the watches as collectible items, not for investment purposes, further branding them as symbols of Trump’s unique appeal.
According to a disclaimer on the sales website, the watches are sold under a paid licensing agreement using Trump’s name, image, and likeness, a method Trump has long used for many of his branded products. These licensing agreements have been part of Trump’s business model for decades, enabling him to profit from products without directly manufacturing or distributing them. In this case, the watch sales are not directly tied to Trump’s campaign, with the disclaimer stating that neither the campaign nor the Trump Organization benefits from the proceeds.
However, the timing of the watch launch—just 40 days before the 2024 Election Day—has raised eyebrows. Critics have argued that launching luxury items like diamond-encrusted watches could be seen as tone-deaf, especially as Trump frequently critiques his political opponents, like Vice President Kamala Harris, for being disconnected from the economic struggles of everyday Americans. Critics have also raised concerns that Trump’s continual monetization of his public profile blurs the lines between political leadership and personal profit.
Despite these concerns, Trump’s supporters have largely embraced his product lines, seeing them as extensions of his personality and brand. The watches, like his previous merchandise, offer Trump’s fanbase a tangible way to express their loyalty and support, even if the proceeds do not directly fund his campaign.
Legal and Financial Challenges
The watch collection’s launch also comes at a time when Trump is facing significant legal and financial challenges. Earlier this year, Trump was handed a $489 million civil fraud judgment related to his business dealings in New York. While a New York appellate court recently signaled it might reduce or reverse the judgment, the legal battle remains ongoing.
These financial and legal difficulties add a layer of complexity to Trump’s latest ventures. Some may view his continued focus on business as a way to counterbalance potential financial losses, while others argue that Trump’s ventures are more about maintaining his public presence and solidifying his legacy. Nevertheless, his ability to monetize his name, even under legal scrutiny, demonstrates his resilience in leveraging his brand for profit.
Paid Licensing Agreements: A Lucrative Model
One of the key components of Trump’s business success has been his reliance on paid licensing agreements. Many of Trump’s recent products, including the watches, sneakers, and NFTs, are sold through third-party companies that pay for the right to use Trump’s name and likeness. For example, CIC Ventures LLC, a company that Trump disclosed owning in 2023, handles many of these licensing deals, allowing Trump to continue earning significant sums without being directly involved in the product’s creation or sales process.
This model is not new for Trump. Long before entering politics, Trump made millions licensing his name to various products, including water, vodka, steaks, and real estate developments. His move into political merchandise follows a similar blueprint, ensuring that his business interests remain profitable while distancing himself from direct involvement.
According to financial disclosures, CIC Ventures LLC plays a crucial role in these arrangements, licensing Trump’s name to brands like 45Footwear, which sells Trump-branded shoes and cologne. The watch collection follows the same pattern, with the sales entity—TheBestWatchesonEarth LLC—operating under a licensing agreement with Trump’s company.
Critics and Supporters Weigh In
Trump’s consistent focus on product launches during his 2024 presidential campaign has not gone unnoticed by political observers. Critics argue that using his campaign to boost personal brand merchandise, particularly luxury goods like diamond watches, could hurt his credibility with voters who are focused on economic struggles. Some view it as another example of Trump prioritizing personal profit over public service.
However, Trump’s supporters continue to embrace his merchandise as symbols of his broader political and cultural movement. From his NFTs to his patriotic sneakers, Trump’s products have become a means for his fanbase to show their dedication, and the watch collection is no exception.
As Trump’s 2024 campaign moves forward, the former president is likely to continue leveraging his brand for both financial and political gain. Whether or not the watch collection achieves commercial success, it represents another chapter in Trump’s unique approach to blending business with politics—an approach that has defined his career and continues to shape his public persona.
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