Rolex Sues Canadian Jeweller Bijoux Medusa Over Customized Watches

Rolex has sued a Canadian jewellery store and its owner over the sale and modification of watches bearing Rolex trademarks, alleging the customized products could be mistaken for watches made or authorised by the company. The lawsuit names Quebec-based Bijoux Medusa and owner Julien Duguay, alleges the business sold customized Rolex watches and watch parts while using Rolex trademarks without authorisation. Rolex claims the practice amounts to unfair competition because the customized products could cause customers in Canada to believe they were made or authorised by Rolex. The company is seeking damages of more than $50,000, arguing that the alleged conduct has harmed the value associated with its trademarks and business. The allegations have not been proven in court. Bijoux Medusa has rejected the claims, saying all Rolex watches it sells are genuine and that it has never traded in counterfeit products. In a statement posted on the company's Facebook page on Thursday, Duguay said customizing authentic watches is a legitimate commercial practice. “All watches sold by Bijoux Medusa, as well as those currently offered for sale, are authentic. Neither Mr. Duguay nor Bijoux Medusa has participated in the use or trade of counterfeit products—all products are authentic,” the company said. The store said Rolex was attempting to prevent the resale of genuine Rolex watches that had been altered with diamonds or other precious stones. It said only a small share of its watches were customized or embellished. Bijoux Medusa also accused Rolex of trying to control the market for pre-owned Rolex watches and alleged that the lawsuit was connected to plans to open a new store in Montreal near authorised Rolex retailers. The company said Duguay and Bijoux Medusa would file their formal defence by the end of the month. “The proceedings are still in their very early stages, and Rolex has not established any of the allegations it has made,” the statement said. Bijoux Medusa said it would continue selling authentic watches while complying with applicable regulations.