Rolex wins counterfeiting case against Californian customizer

Rolex has won its case against luxury watch customizer La Californienne, which is no longer permitted to use the Swiss watchmaker's name or any of its symbols even when it is treating vintage Rolex watches In the original case, filed in a Californian court, the customizer was accused of "Benefiting and profiting from outstanding reputation for high quality products and its significant advertising and promotion of Rolex watches and the trademarks" and giving the impression that the watches are "Authorized, sponsored, or approved by Rolex when they are not." Rolex also claimed that La Californienne's watches no longer attain the aesthetic of original pre-owned Rolex watches and no longer perform or function to the same quality standards as unaltered pre-owned Rolex watches The New York court's ruling says La Californienne is subject to a final judgment for trademark counterfeiting, trademark infringement, and false designation of origin and unfair competition, and permanently barred from engaging in an array of specific conduct, namely, "Using any of the Rolex registered trademarks or any reproduction, counterfeit, copy or colorable imitation of the Rolex registered trademarks in connection with the advertisement, promotion, offering for sale, or sale of its altered Rolex watches" It is also prevented from, "Engaging in any course of conduct likely to cause confusion, deception, or mistake, or dilute the distinctive quality of the Rolex registered trademarks" And banned from using Rolex marks on its "Website, the Internet or in any promotion or advertising in connection with its altered Rolex watches or any goods or services not authorized by Rolex" The only wriggle room for La Californienne is that it can keep customizing Rolex watches, but anything protected by Rolex cannot be used.

This would include the Rolex crown on its crown, dial and bracelet. . Source