Kristi Noem, the U.S. Secretary of Homeland Security, found herself at the center of a media storm after wearing a striking gold Rolex Cosmograph Daytona—valued at roughly $50,000—during her visit to the Terrorism Confinement Center in El Salvador. The visit was particularly significant as the Trump administration initiated deportations of Venezuelans to this facility.
Sporting a white long-sleeve top, gray slacks, and an ICE-branded baseball cap, Noem's choice of the luxury timepiece contrasted sharply with the austere prison setting. While filming a video amidst tightly packed prisoners, her flashy watch drew considerable backlash online, with many questioning the appropriateness of wearing such an expensive item in a place synonymous with suffering and punitive measures.
The Cecot facility, designed to house up to 40,000 inmates, is part of President Nayib Bukele’s controversial strategy to combat gang violence through mass incarceration, a move that has faced substantial criticism from human rights advocates.
In her defense, Tricia McLaughlin, the assistant secretary for public affairs at Homeland Security, stated that Noem's purchase was funded through the sales of her books, intended to be a keepsake for her children. However, no explanation was offered for her decision to wear the luxury watch during this high-stakes visit, further igniting debate over the perceived disconnect between political actions and personal choices.
Rolex Daytonas, like the one Noem wore, have been part of the brand’s legacy since their introduction in 1963, representing a status symbol that seems jarring when juxtaposed with the realities of incarceration in a facility designed for those facing serious legal repercussions.
