Jimmy Kimmel said President Donald Trump and his family are “cashing in bigly” by hawking everything from cryptocurrency to tacky merch.

The late night host showed a recent commercial in which Trump, standing in front of some U.S. flags, urged viewers to buy his new wristwatch.

“I want you to just close your eyes right now and try to imagine Lincoln in front of a flag selling top hats, OK?” Kimmel said. “And at least he wore top hats. Trump doesn’t even wear a watch. I mean, seriously!”

Now that the president is also a TV pitchman, Kimmel made a bold prediction.

“It’s only a matter of time before we’re swearing in President Jake from State Farm,” he said.