Rolex has successfully secured a permanent injunction against Jewelry Unlimited, a jewelry retailer based in Atlanta. The company had been selling modified Rolex watches, advertising them as “100% Genuine Pre-Owned” and “100% authentic as made by the manufacturer.” The court found in favor of Rolex, ruling that Jewelry Unlimited’s actions violated trademark laws.
Background of the Case
The legal battle began in July 2023 when Rolex filed a lawsuit against Jewelry Unlimited and its owner, Lalani, in the U.S. District Court for the Northern District of Georgia. The lawsuit accused the company of selling modified Rolex watches that had been altered with new dials, bezels, bracelets, and additional diamonds. Despite these modifications, Jewelry Unlimited continued to use the Rolex logo and branding. The company marketed these altered watches as authentic, which Rolex argued misled consumers and violated trademark laws.
Rolex claimed that Jewelry Unlimited was engaging in counterfeiting, trademark infringement, false advertising, and unfair competition. In November 2023, a federal court sided with Rolex, ruling that the company’s use of Rolex trademarks on its modified watches amounted to counterfeiting. The court also found that Jewelry Unlimited’s advertisements were misleading and failed to disclose the true relationship between the two companies.
The Permanent Injunction
On February 21, 2024, Jewelry Unlimited agreed to a consent judgment that includes a permanent injunction. This order prevents the company from manufacturing, selling, or promoting any products that bear counterfeit Rolex trademarks. Specifically, Jewelry Unlimited is banned from offering any imitation of Rolex’s registered trademarks or using misleading marketing materials that suggest a connection to Rolex.
The injunction also requires Jewelry Unlimited to stop selling any modified Rolex watches, surrender any remaining inventory that infringes on Rolex’s trademarks, and cooperate with Rolex to ensure compliance with the court’s decision.
Wider Implications
This case highlights the ongoing effort by luxury brands, especially Rolex, to protect their trademarks from unauthorized modifications. Companies that alter or customize luxury goods without the brand owner’s consent are increasingly facing legal action. Rolex has long been active in protecting its brand, frequently pursuing legal action against unauthorized sellers worldwide.
In addition to tackling counterfeit goods, Rolex has also gone after sellers who modify authentic Rolex watches by replacing original parts with non-Rolex components. The company argues that such alterations not only infringe on its trademarks but also void the watches’ warranties.
This legal victory is part of Rolex’s broader strategy to prevent unauthorized customizations and preserve the integrity of its brand.
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