Former President Donald Trump has launched numerous branded merchandise lines over the years, including everything from sneakers to NFTs, and even coffee table books. Now, he’s adding luxury watches to his portfolio. In a recent video announcement that mirrors the style of a parody skit, Trump introduced his latest collection, featuring the headline-grabbing $100,000 “Victory Tourbillon”. The watch is heavily encrusted with diamonds and sports his signature flair, making it a noteworthy addition to his range of products. But what does this move signify, and how does it reflect on Trump’s ongoing efforts to expand his brand?
Trump’s Watch Collection: A Bold, Opulent Launch
The “Victory Tourbillon” and More
The spotlight of Trump’s new collection is undoubtedly the “Victory Tourbillon”, priced at a staggering $100,000. This extravagant timepiece features 122 diamonds and bears the word “TRUMP” prominently on the dial. Trump himself has highlighted its limited production, with only 147 pieces available. This exclusivity, combined with its lavish design, positions the watch as a bold statement piece aimed at wealthy collectors and die-hard supporters.
In addition to the “Victory Tourbillon”, the collection includes more accessible models, such as the “Fight Fight Fight” diver watches. These retail for a more modest $499 and are available in multiple variations—two-tone silver and gold, gold with a black dial, and a distinctive MAGA red bezel and dial. While the tourbillon models come in options like yellow gold, yellow gold with a black dial, and rose gold, the diver watches are expected to draw a wider audience, offering a semblance of luxury at a more affordable price point.
A History of Branded Goods
This isn’t Trump’s first foray into high-end merchandise. Earlier in 2024, he made headlines with a collection of golden sneakers, which included a pair called the “Never Surrender”—a nod to his political persona. A signed pair even sold for $9,000 to Roman Sharf, a well-known watch dealer based in Pennsylvania. Prior to his ventures into sneakers, Trump dabbled in the luxury watch market back in 2005 with a line sold through Macy’s, though it was short-lived.
Trump’s brand has always been synonymous with opulence, and his new watch line is no exception. The collection’s focus on gold and diamond embellishments recalls the style of the 1980s Wall Street era, reflecting a taste for grandeur and excess that aligns with his larger-than-life public image.
The Marketing Spin: How Trump is Selling His Watches
The Video Campaign: A Touch of Satire?
Trump’s video introduction to his watch collection was delivered in a tone almost reminiscent of a Saturday Night Live sketch. With exaggerated pronunciation and a playful tone, he emphasized the luxury elements of the watches: “I love gold, I love diamonds,” he quipped, pronouncing “diamonds” as “DIE-monds.” The self-aware nature of the video, combined with his casual demeanor, suggests an attempt to blend genuine promotion with humor—a strategy that has worked for him in the past when reaching out to his base.
In his characteristic style, Trump didn’t shy away from hyperbole. Describing the “Victory Tourbillon” as “one of the best watches made,” he positioned the timepiece as a symbol of victory and achievement, even though the term tourbillon itself refers to a complex yet relatively niche watch mechanism that doesn’t necessarily enhance the timekeeping precision but instead showcases horological craftsmanship.
Limited Editions and Scarcity Tactics
Limited availability has been a recurring theme in Trump’s merchandise strategy, and the “Victory Tourbillon” is no exception. With only 147 pieces being produced, Trump is leveraging the scarcity principle, making the watch more desirable to collectors and supporters alike. Similarly, the “Fight Fight Fight” diver watches are limited in number, though specific quantities have not been disclosed for all variants, adding to the mystique and appeal.
This approach echoes the tactics used in previous campaigns, such as the launch of his NFT collection, where limited supply helped drive initial sales. By keeping the numbers low, Trump is able to cultivate a sense of urgency among potential buyers, encouraging them to act quickly before the products are gone.
Trump’s Branding Evolution: From Politics to Luxury Goods
Merchandise as a Political and Financial Strategy
Trump’s transition from political leader to luxury brand mogul might seem unusual, but it’s part of a broader strategy. As campaign contributions decline, merchandise sales have become a critical revenue stream. The new watch line could serve as both a fundraising tool and a branding exercise, keeping his name in the spotlight and engaging his loyal fan base.
His previous ventures into branded goods—like Trump Steaks, Trump Vodka, and even Trump University—have seen mixed success. However, his foray into luxury watches appears more targeted. By aligning his products with the high-end market, Trump is cultivating an image of exclusivity and success, a contrast to the more populist image he projected during his presidency.
The Trump Aesthetic: Gaudy, Gold, and Grandiose
The aesthetic of the Trump Watches collection reflects the same taste that has defined Trump’s style for decades. With gold finishes, diamond embellishments, and bold branding, the watches cater to an audience that appreciates ostentation. In many ways, they are a natural extension of his eponymous real estate properties, which have long been characterized by an emphasis on gold and lavish interiors.
This unapologetically opulent style has its detractors, but it has also garnered a loyal following. For Trump supporters, owning a piece of branded merchandise—especially something as personal and visible as a watch—can serve as a powerful symbol of allegiance.
What’s Next for Trump’s Merchandise Empire?
Potential Challenges and Controversies
Despite the fanfare, the launch has not been without its controversies. The Trump Watches FAQ section contains a disclaimer stating that the images shown “are for illustration purposes only and may not be an exact representation of the product.” This has raised concerns among potential buyers, with some questioning whether the final products will match the promotional images.
Such vagueness isn’t new in the world of Trump-branded goods. Previous ventures, like his NFT collection, faced scrutiny over quality and delivery issues. If similar complaints arise with the watch line, it could tarnish the collection’s reputation and diminish its value among collectors.
The Future of Trump’s Merchandise Strategy
Looking forward, it’s likely that Trump will continue to diversify his branded merchandise. Watches are just the latest addition to a portfolio that already includes Bibles, coffee table books, and sneakers. Each product serves a dual purpose: generating revenue and reinforcing Trump’s image as a larger-than-life figure.
As he gears up for the 2024 election campaign, the success of ventures like Trump Watches could prove pivotal. With traditional campaign donations dwindling, branded merchandise could become a critical source of funding. By positioning himself not just as a political figure but as a luxury brand, Trump is creating a parallel stream of influence—one that blurs the lines between celebrity and statesmanship.
Final Thoughts: A Watch Fit for a President?
The launch of the “Victory Tourbillon” and the broader Trump Watches collection is a testament to Trump’s enduring appeal and his knack for capitalizing on his brand. Whether it’s the allure of owning a piece of Trump history or simply the appeal of a diamond-encrusted statement piece, these watches are bound to attract attention.
Ultimately, the success of this venture will depend on more than just aesthetics—it will hinge on Trump’s ability to continue capturing the imagination of his supporters. Whether as a political figure or a luxury brand icon, Trump’s ventures are never just about the products—they are about the narrative he weaves around them. With the launch of Trump Watches, it seems that story is far from over.
