Rolex Watch U.S.A. is suing the Roll-X Fulton St. Deli, claiming the name use will confuse customers. Rolex lawyers argue that the name is being used to trick visitors into associating the elegance and prestige of the luxury watches with the store’s products, while the deli owner has protested that the names are totally different.
The deli owner faces $20,000 in fines already for not taking down the Rolex Deli (the deli’s original name before dealing with Rolex Watch) sign in a timely manner when the watchmaker won an earlier case against the same deli. The store now faces further issues in trademark infringement for not choosing a more dramatic name change.
Photo courtesy of New York Daily News