Rolex sues Canadian jeweller over customised watches

Rolex has filed a lawsuit against Quebec-based jewelery store Bijoux Medusa and its owner Julien Duguay, alleging the sale of customised watches bearing its trademarks infringes on the company's rights. The Times of India reports that Rolex claims the practice constitutes unfair competition, as modified watches could be mistaken for products made or authorised by the company. The suit, which seeks damages of more than $50,000, argues that the alleged conduct harms the value of Rolex's trademarks and business.

The allegations have not been proven in court. In a Facebook statement, Bijoux Medusa rejected the claims, asserting that all watches it sells are genuine and that it has never traded in counterfeits. The store called customising authentic watches a legitimate commercial practice and said only a small share of its watches are altered with diamonds or other stones.

Bijoux Medusa accused Rolex of trying to control the pre-owned market and suggested the lawsuit is linked to plans for a new Montreal store near authorised Rolex retailers. The company said it would file its formal defence by the end of the month.