His marriage to Kim Kardashian seemed to last only seconds.
So it seems appropriate basketball journeyman Kris Humphries is cashing in on his notoriety by signing an endorsement with a watch company.
No doubt he will use his new Sector timepiece to count down the hours until his divorce finally goes through.
Signing up: Kris Humphires may not have a basketball team but he has just announced he has a new watch sponsor
The NBA star, who is unattached after his contract with the New Jersey Nets expired, said he was delighted to sign a lucrative deal with the brand at the Trump SoHo hotel in New York.
He said: 'I'm happy to be here. As you all know, this has been a difficult time in my life, and I'm so grateful my friends at Sector for their unwavering support.'
No limits? Hopefully his watch sponsorship will last longer than his marriage to Kim Kardashian
Kris is expected to rake in around $150,000 for the deal, which will no doubt come in handy as he struggles to find work during the NBA lockdown.
Handy: No doubt having a new watch will be useful when he is training in the gym in case he gets a new NBA deal
The out of work power forward claimed he was the ideal person to advertise the luxury Italian watches.
He said: 'It truly represents who I am both on and off the court.
'I've been a watch and fashion lover my entire life and a competitor and the no limit tag is really about how I approach my career.
'Most of all, they really do have great watches.'
However there is some good coming out of Kris' deal.
A portion of the watch sales will go toward his foundation which helps to fight childhood obesity.
Kris also revealed he is training hard so he can be ready if a club comes calling when the NBA season is finally sorted out.
He said: 'I've been in the NBA for seven years and have built some great friendships.
'We are all working hard and getting ready. I'm ready for when it happens.'
Kris first announced his new endorsement deal on Twitter, saying: 'It's official...I'm on the Sector Team!'
That was quick: Kim and Kris announced they were getting divorced after just 72 days of marriage
But while Kris was happily putting himself front and centre despite the split, the same could not be said for his estranged wife.
Kim was hiding her face behind a bag after meeting a friend in upmarket Beverly Hills.
But there was a reason she was trying to cover up as she went into the Boom Boom and Beyond salon - her usually perfectly tended to face was make-up free.
Covered up: Kim Kardashian hid her make-up free face when she visited the Boom Boom and Beyond Salon in Beverly Hills
His marriage to Kim Kardashian seemed to last only seconds.
Signing up: Kris Humphires may not have a basketball team but he has just announced he has a new watch sponsor
No limits? Hopefully his watch sponsorship will last longer than his marriage to Kim Kardashian
Handy: No doubt having a new watch will be useful when he is training in the gym in case he gets a new NBA deal
That was quick: Kim and Kris announced they were getting divorced after just 72 days of marriage
Covered up: Kim Kardashian hid her make-up free face when she visited the Boom Boom and Beyond Salon in Beverly Hills
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