On Wednesday, Homeland Security Secretary Kristi Noem made headlines by wearing a $50,000 Rolex Cosmograph Daytona during her visit to a maximum-security prison in El Salvador. The luxurious watch sharply contrasted with the infamous facility, known for housing Venezuelan migrants deported by the Trump administration due to alleged affiliations with the Tren de Aragua gang.
Social media commentators quickly highlighted the stark optics of Noem’s accessory. Lawyer Tristan Snell remarked on X, “Tell me again how these Trumpers are just regular folks rather than wealthy oligarchs looting and grifting America.”
Tricia McLaughlin, the assistant secretary for public affairs at the Homeland Security Department, defended Noem’s choice, stating, “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.”
Noem, a Republican from South Dakota, previously served as the state’s governor and in Congress before her appointment to lead the Department of Homeland Security. Since taking office, she has supported Trump’s hardline stance on immigration, which has included invoking wartime authority to deport over 200 Venezuelan men to the same prison she visited. Noem emphasized the consequences of illegal entry into the U.S., stating, “If you come to our country illegally, this is one of the consequences you could face.”
The Rolex Cosmograph Daytona, which retails for approximately $47,000, is known for its desirability and often resells at a higher price. The version Noem wore appears to be the 18-karat solid gold model, one of the brand’s most coveted pieces. Paul Altieri, founder and CEO of Bob’s Watches, described the Daytona as “bold, flashy, and unmistakably high-end,” likening it to an exotic sports car within the Rolex lineup.