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Noem’s Choice of Accessory During El Salvador Prison Visit Draws Scrutiny
Homeland Security Secretary Kristi Noem’s recent visit to El Salvador’s Terrorism Confinement Center (CECOT) has sparked debate, not just for the policy implications, but also for her attire. Questions arose about her choice of accessories when she toured the massive prison facility. While her ensemble included a white long-sleeve top, gray slacks, and an Immigration and Customs Enforcement (ICE) baseball cap, it was a gold Rolex Cosmograph Daytona, valued at approximately $50,000, that became the focal point of attention.
Controversy Over Luxury Watch at Penitentiary
Noem’s visit to CECOT, a prison where the prior administration recently deported Venezuelan nationals, coincided with ongoing legal battles over these deportations. The U.S. Court of Appeals for the District of Columbia Circuit had recently upheld a block on the deportations, a decision the previous administration appealed to the Supreme Court. Against this backdrop, Noem’s appearance at CECOT, particularly with a prominent luxury watch, ignited social media criticism.
During her tour of the facility, video footage captured Noem in front of rows of inmates housed in crowded bunks behind bars. In this stark setting, the gold Rolex Daytona visibly stood out, drawing immediate condemnation. Critics online questioned the appropriateness of wearing such an expensive timepiece during a visit to a prison known for mass incarceration.
Defense of Watch Purchase
In response to the burgeoning controversy, Tricia McLaughlin, Homeland Security’s assistant secretary for public affairs, issued a statement regarding the watch. McLaughlin asserted that Noem acquired the Rolex using proceeds from her book sales, intending it to be a cherished item passed down to her children. However, the statement notably did not address the appropriateness of wearing the high-value watch during the CECOT visit.
Rolex Watches: A Status Symbol Among Public Figures
Rolex watches, particularly the Daytona model, have long been associated with prestige and influence, often favored by politicians and prominent figures. Former President Joseph R. Biden Jr. himself, a known watch aficionado, wore a Rolex Datejust to his inauguration, which previously drew criticism from some political commentators. Similarly, former Presidents Trump, Ford, and Reagan were also known wearers of Rolex timepieces. Even former Soviet leader Leonid Brezhnev sported a gold Datejust, highlighting the brand’s appeal across diverse ideologies.
Daytona’s Exclusivity and “Flex” Factor
According to Brynn Wallner, a watch journalist and founder of Dimepiece, a platform for female watch enthusiasts, the Daytona is among the most coveted Rolex models. Introduced in 1963, its popularity surged after association with Paul Newman. Today, acquiring a new Daytona is challenging, often requiring years-long waiting lists at authorized dealers, pushing many buyers to the secondary market at inflated prices.
Wallner elaborated on the watch’s significance: “Purchasing a Daytona signals not only the ability to acquire a highly exclusive item, but also often involves paying a premium. It’s a conspicuous display of wealth, far from understated.”
Market Expert Affirms Watch’s Exclusivity
Paul Altieri, CEO of Bob’s Watches, an online marketplace specializing in pre-owned luxury watches, corroborated the Daytona’s exclusivity. “Rolex strategically limits production to maintain its brand’s exclusivity,” Altieri explained. “Typically, only customers with established relationships with dealers or high-priority clientele are offered the opportunity to purchase one at retail.”
“Watchspotting” Culture Extends to Prisons
The swift identification of Noem’s Rolex was anticipated within the online community of “watchspotters,” who enthusiastically identify the timepieces worn by public figures. This online hobby has gained significant traction in recent years.
Past examples of rapid watch identification include Tom Brady’s Jacob & Co. Caviar Tourbillon, valued at over $700,000, spotted at the Super Bowl, and Jay-Z’s Patek Philippe Minute Repeater Perpetual Calendar, worth over $2 million, at the Grammy Awards. Former President Trump is also frequently observed wearing luxury watches beyond Rolex, and markets his own line of watches with price tags reaching $100,000.
Previously focused on events like awards shows and galas, watchspotters have now expanded their purview, as demonstrated by the attention given to Noem’s wristwear during a prison visit, marking a new frontier for timepiece scrutiny in the public sphere.