How Trump Turned the Presidency Into a Brand

Donald Trump’s second term has brought not only political headlines but also a booming personal brand empire.

While serving as president, Trump continues to sell an expanding line of merchandise under his name — including “Trump Time” watches, “Never Surrender” sneakers, Bibles, coffee-table books, and even electric guitars.

Financial disclosures show that these ventures earned more than $10 million in 2025, alongside another $57 million from his crypto firm, World Liberty Financial.

His watch collection alone, with pieces reaching $100,000, features designs like the “Mugshot Suit, claimed to contain fabric from the day of his 2023 arrest.

Critics argue that Trump’s ongoing profits raise ethical concerns and test the boundaries of presidential conduct, noting that past presidents typically divested from their private businesses to avoid conflicts of interest.

Supporters, however, defend the ventures as legal and privately managed. With his brand thriving online through platforms like Newsmax and Truth Social, Trump stands out as a president turning politics itself into a profitable enterprise.