After previously endorsing products like steaks, digital trading cards, and Bibles, former President Donald Trump is back with a new venture. This week, he launched Trump Watches, a collection of luxury timepieces that bear his name and reflect his signature style.

In a video shared on his social media platform, Truth Social, Trump highlighted the most extravagant watch in the collection, the Trump Victory Tourbillon, which boasts “almost 200 grams of gold and more than 100 real diamonds.” This 18-karat gold model features a partially skeletonized dial and Trump’s engraved signature, with “Trump” displayed prominently where a brand like “Rolex” might typically be found. The price tag? A staggering $100,000.

“That’s a lot of diamonds,” Trump remarked in the video, adding, “I love gold. I love diamonds. We all do.”

Dressed in a blue suit and red tie, standing before four American flags in a wood-paneled room, Trump emphasized the importance of quality, mentioning that only 147 units of the Victory Tourbillon will be produced, which he described as placing buyers in “a very exclusive club.”

The Trump Watch collection also includes the Fight Fight Fight diver model, priced at $799 for the onyx gold tone version and $499 for the silver gold tone. However, a disclaimer on the Trump Watches website clarifies that Trump did not design or manufacture the watches; instead, a company called TheBestWatchesonEarth LLC licensed his name for the product.

The watch community has raised questions about the quality and pricing of these timepieces, particularly the Victory Tourbillon, which features an unfamiliar movement. Ben Cook, the creator of Ben’s Watches, estimated that the manufacturing cost of the watch is around $15,000 to $16,000, suggesting a markup of at least $80,000. He also remarked, “Why does it look like they are AliExpress watches that were designed in about five hours?”

On the other hand, Cook noted that the lower-tier diver watches, priced around $500, are “actually not that bad.” Adam Golden, who operates the Instagram account Mentawatches, was less complimentary, quipping, “If anyone buys one of these … I have a bridge to sell you.”

Though Trump often wears long-sleeved shirts that conceal his watch, he does have a history with high-end timepieces. He has been spotted wearing an oversized square Vacheron Constantin Ultra-Fine 1968, a Patek Philippe Ellipse, and a yellow gold Rolex Day-Date, often considered a classic luxury watch.

Recently, Trump made headlines in the watch community when streamer Adin Ross gifted him a $50,000 everose gold Rolex Day-Date during a livestream. Trump praised the brand, mentioning notable golfers like Jack Nicklaus and Arnold Palmer as Rolex wearers.

This isn’t the first line of watches Trump has marketed; back in 2005, he partnered with Macy’s to release the Donald J. Trump Signature Watch Collection, which had much lower price points, capping at $250.

Interestingly, the new Trump Watches are being marketed not as luxury items but rather as “collectible items for individual enjoyment only,” with each watch accompanied by a certificate signed by Trump himself.

In his post on Truth Social, Trump appeared to be eyeing the upcoming holiday shopping season, suggesting the watches would make “a great Christmas gift.” However, the first watch in the collection is not up for grabs, even for his most devoted supporters. “It’s mine,” he stated, “and that’s the way I want to have it.”