Kristi Noem’s $50K Rolex and Salvadoran Prison Video Ignite National Debate

The Homeland Security Secretary’s visit to El Salvador’s CECOT prison, paired with her luxury watch, has drawn sharp criticism over optics, financial transparency, and human rights concerns.

Kristi Noem recorded a video at El Salvador’s CECOT prison warning undocumented immigrants about potential consequences of entering the U.S. illegally.
Her choice to wear a gold Rolex Cosmograph Daytona worth $50,000-$60,000 during the visit has been criticized as insensitive and elitist.
The Department of Homeland Security confirmed the watch was purchased using proceeds from Noem’s best-selling books, defending her financial transparency.
The video, which has gone viral with millions of views, has sparked polarized reactions, with critics focusing on optics and supporters praising her messaging.
The visit has also highlighted ongoing human rights concerns at CECOT prison, known for overcrowding and harsh conditions under President Nayib Bukele’s anti-gang policies.