06/01/2009 at 07:04 PM EDT
Since he arrived at the White House, First Puppy Bo has had tongues wagging. And now his icon status is official: The Portuguese water dog's adorable mug is emblazoned on the face of the new "Bo the First Puppy: In Bones We Trust" watch, which features two pink paws, a show of support for the National Canine Cancer Foundation
Jack Goldenberg, who created various Barack Obama watches during his presidential campaign last year, was inspired to design timepieces featuring Bo after he became a member of the Obama family in April.
The Bo watch sells for $45 on Goldenberg's Web site
and 10 percent of all proceeds will be donated to the National Canine Cancer Foundation
. Goldenberg says it may be the most successful of any of his designs. "This is nothing against [President] Obama, because he's got tremendous support, but I think people like dogs more than they like presidents," Goldenberg tells PEOPLE Pets.