Trump launches a new business venture during his campaign: $100,000 watches

He’s sold Bibles, sneakers, photo books and cryptocurrency during his third campaign for 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 $100,000. Another “Fight Fight Fight” model is listed at $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.

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