President William Ruto has once again come under public scrutiny after being seen wearing what appears to be a Rolex Daytona golden wristwatch valued at approximately $40,000 to $55,000 (KSh 5.2 million to KSh 7.1 million) during a high-profile government event. The luxury timepiece was on full display at the official launch of the Wildebeest Migration Global Live Coverage in the Maasai Mara, just days after a national uproar over his alleged KSh. 6.2 million Stefano Ricci jacket.

The event, held in Narok County, was a partnership between the Government of Kenya and China Media Group Africa, aimed at globally showcasing Kenya’s famed annual wildebeest migration. The launch is part of a broader strategy to rebrand and diversify the country’s tourism offerings.

The President’s high-end fashion choices have struck a nerve with many Kenyans grappling with a deepening cost of living standards, rising inflation, and increased taxation. Critics argue that such displays of wealth are tone-deaf at a time when ordinary citizens are being asked to tighten their belts.

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The Rolex Daytona, a symbol of opulence and exclusivity, has added fuel to the already heated public discourse sparked by images of the President donning a designer jacket allegedly worth more than many Kenyans’ annual income.

Despite the controversy, President Ruto used the occasion to outline his administration’s ambitious tourism agenda. He emphasized the government’s efforts to move beyond the traditional safari and beach attractions by embracing digital innovation, sports tourism, conferences, and cultural experiences. “We are expanding our tourism products beyond wildlife, national parks, and beaches to include a wide array. Digital innovation, sports and conference tourism, and culture are the new areas on offer,” President Ruto stated.

He reiterated his goal of attracting up to five million international visitors in the medium term, positioning Kenya not only as a wildlife destination but also as a global cultural and innovation hub. “Our goal is to attract up to five million visitors in the medium term and ensure that every user of our tourism product leaves with a reason to return home to Kenya, the origin of humankind,” he added.

President Ruto was accompanied by Cabinet Secretary for Tourism Rebecca Miano, among other government officials.

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