“Hi, everyone, it’s your favorite president Donald J. Trump.” So begins Trump’s video introduction—nearly indistinguishable from a Saturday Night Live sketch—to his latest venture: A new collection of watches, including a $100,000 model with a tourbillon (a mechanism that continuously spins the watch’s movement). “That’s a lot of diamonds. I love gold, I love diamonds,” Trump says at one point, with more comedic flourish than any impersonator (he pronounces it DIE-monds). The product is pure Trump, too: gaudy, diamond-encrusted gold watches straight out of the ‘80s movie Wall Street.
The Trump Watches drop comes as his campaign is getting boat raced in contributions. The headliner is the aforementioned $100,000 “Victory Tourbillon,” but Trump is offering to take $499 for a “Fight Fight Fight” diver. The latter comes in two-tone silver and gold, gold with a black dial, and one with a bezel and dial that’s MAGA red. The tourbillon comes in yellow gold, yellow gold with a black dial, and rose gold.
This isn’t Trump’s first foray into gold luxury goods. In February, the former president produced a collection of sneakers that included a pair of golden high tops dubbed the “Never Surrender.” One signed pair sold for $9,000 to Roman Sharf—as it happens, a Pennsylvania-based watch dealer.
Trump’s other merch includes bibles, NFTs, and a coffee table book. Making a buck off of hastily produced goods is one of the tricks the former president is most experienced in. In fact, he isn’t even new to selling watches. In 2005, he launched a set of short-lived golden timepieces at Macy’s.
The new “Victory Tourbillon,” covered in 122 diamonds and featuring the word “TRUMP” on the dial, will be limited, Trump says, to 147 pieces. “We’re doing quite a number with watches and the quality to me is very important,” he says in the video. The tourbillon, he adds with characteristic flair, “isn’t just any watch, it’s one of the best watches made.”
