Trump launches a new business venture during his campaign: $100,000
watches
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 [September 27, 2024] By
MEG KINNARD
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.
Earlier this week, he announced the sale of $100 silver coins bearing
his face. In March, ahead of Easter, Trump released a video on Truth
Social urging his supporters to spend $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 $399 on a new
website that also sells other Trump-branded shoes and “Victory47”
cologne and perfume for $99 a bottle.
Trump has also dabbled in NFTs, or nonfungible tokens, and last year
reported earning between $100,000 and $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.
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Republican presidential nominee former President Donald Trump speaks
at Trump Tower in New York, Thursday, Sept. 26, 2024. (Seth Wenig)
 Some of those items, including the
coins, sneakers and Bibles, were listed as affiliated with CIC
Ventures LLC, a company that Trump reported owning in his 2023
financial disclosure, has a similar arrangement with 45Footwear,
which also says it uses Trump’s “name, likeness and image under paid
license from CIC Ventures LLC, which license may be terminated or
revoked according to its terms.”
The items have gone up for sale in the wake of a $489 million civil
fraud judgment against the former president, which a New York
appellate court on Thursday appeared to be open to reducing or
reversing.
According to a disclaimer on a sales website, the watches are
covered by a similar agreement to license Trump’s name, image and
likeness, and proceeds from their sales do not go to Trump’s
campaign or the Trump Organization and “are not designed,
manufactured, distributed or sold by Donald J. Trump, The Trump
Organization or any of their respective affiliates or principals.”
Instead, TheBestWatchesonEarth LLC — the company listed as the sales
entity — says it uses the “‘Trump’ name, image and likeness under a
paid license agreement which may be terminated or revoked according
to its terms. Trump Watches are intended as collectible items for
individual enjoyment only, not for investment purposes.”
A spokesperson for the Trump campaign referred questions about the
licensing deal to the Trump Organization, which did not immediately
return a message seeking comment. TheBestWatchesonEarth LLC also did
not immediately respond to an inquiry on the deal via its website.
___
Meg Kinnard reported from Chapin, South Carolina
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