- Homeland Security Secretary Kristi Noem wore a $50,000 Rolex Cosmograph Daytona to a prison visit.
- Noem’s watch choice sparked criticism about the Trump administration’s populist image.
- Her Rolex is an “unmistakably high-end” model, often resold at higher prices, one watch expert said.
On Wednesday, Homeland Security Secretary Kristi Noem sported a $50,000 Rolex to a maximum security prison in El Salvador.
The glimmering watch, a Cosmograph Daytona, stood in stark contrast to the infamous prison where the Trump administration has deported and incarcerated hundreds of Venezuelan migrants it says are involved with the Tren de Aragua gang.
Social commentators were quick to pick up on the juxtaposition.
Lawyer Tristan Snell, argued that the optics of Noems watch raise questions about the Trump administration’s populist appeal. “Tell me again how these Trumpers are just regular folks rather than wealthy oligarchs looting and grifting America,” Snell wrote on X.
Tricia McLaughlin, the Homeland Security Department’s assistant secretary for public affairs, defended Noem’s decision in a statement to Business Insider.
"Governor Noem chose to use the proceeds from her New York Times best-selling books to purchase an item she could wear and one day pass down to her children," McLaughlin said.
Noem, a Republican from South Dakota, previously served as the state's governor and in Congress before Trump tapped her to lead the Department of Homeland Security.
Since taking office, Trump has followed through on his campaign promises to take a hard line on immigration. This month, he invoked a rare wartime right to deport more than 200 Venezuelan men to the Terrorism Confinement Center in El Salvador, the same prison Noem visited on Wednesday.
"If you come to our country illegally, this is one of the consequences you could face," Noem said in a video she posted to X on Wednesday.
Rolex Cosmograph Daytona retails for around $47,000, but its elusive status makes it more likely to be resold at a higher price. Noem's appears to be the 18-karat solid gold version — one of the most sought-after pieces Rolex makes.
"It's bold, flashy, and unmistakably high-end," Paul Altieri, founder and CEO of online watch marketplace Bob's Watches, said.
"Within the Rolex family, the Daytona is like the exotic sports car — powerful, expensive, and built for those who want to stand out."