Former U.S. President Donald Trump has unveiled his latest business endeavor—the “Official Trump Watch Collection”—a series of diamond-studded timepieces launched on Thursday. Known for monetizing his brand through a wide array of products, from Bibles to sneakers, this watch collection is the newest addition to Trump’s portfolio as he campaigns for a return to the White House in 2024.

The release, coming just 40 days before the U.S. presidential election, has drawn significant attention, sparking debate over the ethics of using a political campaign to launch branded merchandise. Despite concerns, the website for these products clearly states that proceeds from sales do not directly benefit Trump’s campaign or his finances. Instead, each item is sold under a “paid license agreement.”

Luxury watches and price tags

At the top of the collection is the most expensive offering—a watch with 122 diamonds on its bezel, available in three 18-karat gold styles, and priced at a staggering $100,000. For those seeking a more affordable option, the “Fight Fight Fight” model is listed at $499. This is not the first time Trump has ventured into product launches during his third bid for the presidency. In March 2024, Trump released a video on his Truth Social platform urging supporters to purchase a “God Bless the USA Bible” for $59.99, inspired by country singer Lee Greenwood’s patriotic anthem.

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Legal and ethical considerations

As with his previous products, Trump’s name and image are used under a paid licensing agreement. The sales website includes a disclaimer stating that the watches are not sold by Donald J. Trump, The Trump Organization, or any of their respective affiliates. The company is handling the sales, TheBestWatchesonEarth LLC, confirmed it holds a licensing agreement to use Trump’s brand for the collection.

Despite the disclaimers, the timing of the product launch during an active presidential campaign has raised eyebrows. Critics argue that even if Trump is not directly profiting from these ventures, the optics of leveraging his political platform for business purposes may blur the lines between politics and personal enterprise.

Merchandise and the 2024 campaign

Trump’s penchant for marketing branded merchandise throughout his political career is well-documented. From his infamous “Make America Great Again” hats to his more recent product lines, Trump’s business endeavours have always been intertwined with his public persona. However, the launch of luxury watches in the heat of a presidential race adds a new dimension to the ongoing debate about the role of personal profit in American politics.

As the 2024 election looms, Trump’s watch collection may serve as a symbol of his unique approach to blending business and politics. This approach continues to both captivate and polarize the American public.