Washington DC, United States

Former United States President Donald Trump unveiled his new business venture – a diamond-studded "Official Trump Watch Collection", on Thursday (Sep 26) after selling everything from Bibles, sneakers, photo books, and cryptocurrency during his third campaign for president.

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Since he began his 2024 presidential campaign, he has been launching a series of branded products. 

With less than two months to go for the US presidential elections, Trump's latest business venture has been catching attention, raising questions about the ethics of monetising his campaign.

Also read: Trump's media venture faces steep stock decline, valuation drops to $2.9 bn

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The website for various products, however, has a note, saying that proceeds from their sales do not directly benefit Trump or his campaign, adding that each is subject to a “paid license agreement.”

The most expensive watch, listed as including 122 diamonds on its bezel, is available in three 18-karat gold styles and is worth $100,000. 

Meanwhile, another "Fight Fight Fight" model is listed as $499. 

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Earlier in March, US Republican nominee Trump released a video on his Truth Social platform, urging his supporters to spend $59.99 for a "God Bless the USA Bible", inspired by country singer Lee Greenwood’s patriotic ballad. 

Watch | Donald Trump businesses received millions in foreign payments while he was in office

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A disclaimer on a sales website states that the watches are covered by an agreement to license Trump’s brand but are not sold by the former president, The Trump Organization, or any of their respective affiliates.  

The company listed as the sales entity, TheBestWatchesonEarth LLC, said that it uses Trump’s name and image under a paid license agreement.

(With inputs from agencies)