The hosts of MSNBC Morning Joe on Friday spotted Donald Trump’s latest retail offering for MAGA fans: a line of watches that retails for up to $100,000.

The former president promoted the “truly special” timepieces to his followers on his Truth Social platform this week. Morning Joe showed a clip of the Republican candidate sending the watches in a montage of his marketing efforts for other products, including his NFTs and coins.

“I have to say, this is my favorite use of merchandising by a president since Gerald R. Ford sold his own personalized leather football helmets,” Joe Scarborough joked after the compilation ended. “And of course there was Michael Dukakis in 1988 with his lawn mowers that he signed – but nothing like that. Nothing like that.”

“It’s going to be very expensive to be a Donald Trump supporter,” said co-host Willie Geist. “Digital NFTs, you have to buy the sneakers, you have to buy the Bible of course – the Trump Bible – and now you have to buy a watch.”

“Did you also love it when he called himself a very handsome man and then acted like he was just joking?” Geist added.

Mika Brzezinski was rather appalled at the price of some of the goods Trump offered.

“One of these watches actually costs $100,000,” she said. “A hundred thousand for that The” she said as the “Trump Victory Tourbillon” flashed on the screen.

“A disclaimer on the website indicates that proceeds do not directly benefit Trump or his campaign,” Brzezinski added. “Not exactly,” she repeated in a mocking tone.

“First it goes through PayPal and then to…” Scarborough joked, before asking employee Katty Kay if such sales of goods take place in the UK. She said that was not the case, but that only $50 million might be spent on an entire general election in the United Kingdom, which was probably the equivalent of “a congressional election in New York or California.”

“That could make you controller of Vermont,” Scarborough said. Kay replied, “Burlington dog handlers.”

Sam Stein then wondered aloud what product the former president would try to sell next. “I think he’s going to get his own version of a Cybertruck,” Stein said, nodding to the admiring support Trump currently receives from Tesla boss Elon Musk.