A Closer Look at His New Venture – NBC Bay Area

He sold Bibles, sneakers, photo books and cryptocurrencies during his third presidential campaign. Today, Donald Trump is launching a new business: diamond-encrusted watches.

The Republican presidential candidate unveiled the official Trump watch collection on Thursday. The most expensive, featuring 122 diamonds on its bezel and available in three styles in 18-karat gold, costs $100,000. Another Fight Fight Fight model is listed at $499.

Trump has sold a series of branded products since launching his White House campaign in 2024, following his long tradition of merging his political and business interests. Thursday's launch, 40 days before Election Day, could expose him to criticism over the monetization of his campaign, especially as he advances the argument that Vice President Kamala Harris is out of touch with the challenges economics of Americans.

Although the 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 licensing agreement. It's the same mechanism that allowed Trump, long before he entered politics, to profit for years from selling everything from water to vodka to steaks.

Earlier this week, he announced the sale of $100 silver coins bearing his image. In March, before Easter, Trump posted a video on Truth Social urging his supporters to spend $59.99 on 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 sold new Trump-branded sneakers at Sneaker Con, a gathering that bills itself as the world's largest sneaker trade show. The shoes, shiny gold high-tops with an American flag detail on the back, are sold under the name Never Surrender High-Tops for $399 on a new website that also sells other Trump-branded shoes as well as Victory47 cologne and perfume for $99 a bottle.

Trump has also dabbled in NFTs, or non-fungible tokens, and said last year he made between $100,000 and $1 million from a series of digital trading cards that depicted him in cartoon-like images , notably as an astronaut, cowboy and superhero.

Some of those items, including coins, sneakers and Bibles, were listed as affiliated with CIC Ventures LLC, a company Trump said he owns in his 2023 financial filings, has a similar deal with 45Footwear, which also said to use Trump's name and likeness. and image licensed under a paid license from CIC Ventures LLC, which license may be terminated or revoked under its terms.

Donald Trump lashed out at Taylor Swift, days after the pop star endorsed Vice President Kamala Harris for president. I hate Taylor Swift! » the former president posted in all caps on his social media app, Truth Social, on Sunday, September 15.

The items were put up for sale following a $489 million civil fraud judgment against the former president, which a New York appeals court on Thursday appeared willing to reduce or overturn.

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 the Trump campaign or the Trump Organization and is not designed, manufactured, distributed or sold by Donald J. Trump, The Trump Organization or any of their respective affiliates or officers.

Instead, TheBestWatchesonEarth LLC, the company listed as the selling entity, claims to use Trump's name, image and likeness under a paid licensing agreement that can be terminated or revoked under its terms. Trump watches are intended to be collectibles for individual enjoyment only, not for investment purposes.

A Trump campaign spokesperson 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 about the deal through its website.

Meg Kinnard reported from Chapin, South Carolina, and can be reached at x.com/MegKinnardAP

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