Donald Trump has introduced a new line of high-priced watches, some retailing for as much as $100,000, marking the latest instance of the former president capitalising on his name in an unprecedented manner for a presidential candidate.
The GOP nominee announced the release of Trump Watches on social media, just 40 days before the upcoming election. On a day when he did not appear on the campaign trail, Trump suggested to his supporters that these watches could serve as ideal Christmas gifts and directed them to a purchase link. The watches are priced at $499 with a particular series, Tourbillon, costing $100,000. The collection is available in three colours and is limited to 147 pieces.
On the social media platform Truth Social, Trump described the watches as “truly special” and expressed confidence that his supporters would appreciate them. However, a disclaimer on the website clarified that neither Trump nor his company were involved in the design, manufacturing, distribution, or sale of the watches. The company “TheBestWatchesOnEarth LLC” had licensed the Trump name for this product line.
Since entering the race nearly two years ago, Trump has accumulated millions of dollars through various merchandise deals featuring his name and likeness. For example, in the previous year, a licensing agreement with NFT INT, LLC, to sell Trump digital NFT trading cards resulted in earnings of $7.2 million. Additionally, Trump has launched a series of other products including golden sneakers, two books through a publishing company co-founded by his son Donald Trump Jr., and Trump-themed Bibles. Trump Coins, a 1oz .999% silver medallion featuring the former president’s face and signature, were also introduced recently, following a similar licensing arrangement.
Trump promoted the coins from Mar-a-Lago in a video message, recorded in the same location and style as some of his campaign materials. In the midst of a very competitive race against Vice President Kamala Harris, Trump recently unveiled a new cryptocurrency venture. This project is led by his sons and his close friend and real estate developer, Steve Witkoff.
The marketing of luxury watches and other products under the Trump brand underscores the former president’s strategy to monetise his profile extensively while running an intense election campaign.
