Trump launches a new business venture during his campaign: US$100,000 diamond-encrusted watches

He's sold Bibles, sneakers, photo books and cryptocurrency during his third campaign for U.S. president. Now, Donald Trump is launching a new business venture: diamond-encrusted watches.

He's sold Bibles, sneakers, photo books and cryptocurrency during his third campaign for U.S. president. Now, Donald Trump is launching a new business venture: diamond-encrusted watches.

The Republican presidential candidate unveiled the “Official Trump Watch Collection” on Thursday. The most expensive, listed as including 122 diamonds on its bezel and available in three 18-karat gold styles, costs US$100,000. Another “Fight Fight Fight” model is listed at US$499.

Trump has hawked a series of branded products since he launched his 2024 White House campaign, following his long tradition of melding his political and business interests. Thursday's launch, coming 40 days before Election Day, could open him up to criticism about monetizing his campaign, particularly as he makes an argument that Vice President Kamala Harris is out of touch with Americans' economic struggles.

While websites for the various products 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 mechanism that allowed Trump, well before he entered politics, to profit for years from sales of everything from water, vodka and steaks.

Earlier this week, he announced the sale of US$100 silver coins bearing his face. In March, ahead of Easter, Trump released a video on Truth Social urging his supporters to spend US$59.99 for a “God Bless the USA Bible,” inspired by country singer Lee Greenwood’s patriotic ballad. Trump takes the stage to the song at each of his rallies and has appeared with Greenwood at events.

In February, he hawked new Trump-branded sneakers at “Sneaker Con,” a gathering that bills itself as the “The Greatest Sneaker Show on Earth.” The shoes, shiny gold high tops with an American flag detail on the back, are being sold as “Never Surrender High-Tops” for US$399 on a new website that also sells other Trump-branded shoes and “Victory47” cologne and perfume for US$99 a bottle.

Trump has also dabbled in NFTs, or nonfungible tokens, and last year reported earning between US$100,000 and US$1 million from a series of digital trading cards that portrayed him in cartoon-like images, including as an astronaut, a cowboy and a superhero.