Bob's Watches Bob's Watches Jared Paul Stern
Rolex is cracking down on unscrupulous online watch resellers it accuses of flooding the market with “counterfeit and deceptively altered Rolex timepieces,” according to a new report in The Fashion Law, and some of the names involved might surprise you. In the 29-page complaint filed in the Central District of California on May 5, Rolex Watch U.S.A., Inc. alleges that a group of defendants – including Sdot Watches LLC (d/b/a Swiss Wrist), First Class Dials LLC, and Austin’s Watches Inc. – have engaged in an “intentional, willful, and egregious campaign” to profit from unauthorized use of Rolex’s trademarks and reputation for impeccable quality.
What’s more, according to Rolex, these allegedly unscrupulous resellers’ operations amounted to an “online and offline web of counterfeit sales,” thank to use of social media and third-party marketplaces – including Instagram, Facebook, eBay, Walmart.com, Chrono24, TikTok, and YouTube – to help market the bogus timepieces, the suit alleges. Rolex says the defendants sold “heavily altered or entirely fabricated Rolex-branded watches and parts, complete with counterfeit versions of Rolex’s famed crown logo and other registered marks”, The Fashion Law reports.
How Counterfeit Rolex Watches Are Being Sold Online
According to Rolex, “these platforms featured timepieces that bear visible Rolex branding but lack the quality, craftsmanship, and authentication that define its watches.” TFL notes that in one example cited in the complaint, “Rolex claims that its investigators purchased a ‘Rolex Datejust 26mm’ from swisswrist.com for over $4,200. Upon inspection, it was determined that the watch had been extensively modified: the dial was not of Rolex manufacture, the bezel and gem settings were substandard, and key identifiers, including the model and serial number engravings, had been altered or fabricated.”
In the complaint, Rolex alleges that the defendants “falsely advertise their products as ‘100% genuine’ or ‘original’ parts,” claims that it argues are “materially misleading and calculated to trade off its enormously valuable goodwill.” The brand says this not only amounts to counterfeiting, but also trademark infringement, unfair competition, and false advertising. “The company states that it has suffered irreparable harm and seeks injunctive relief, destruction of infringing goods, statutory damages of up to $2 million per counterfeit mark, and punitive damages for what it describes as deliberate and malicious conduct,” TFL reports.
We have reported in the past that Rolex has cracked down on any alterations or customizations to its iconic timepieces; the new lawsuit ramps up its war on unscrupulous and unsupervised retailers who have lured inexperienced buyers with too-good-to-be-true prices and authentication claims which turn out not to be as all-encompassing as they seem. It is easy enough for a first-time Rolex buyer to see an advertisement for a watch on a popular website and believe that they are buying the genuine article, when in fact it may well be coming from an untrustworthy third party. If you’re unsure what to look for, our guide on how to buy a Rolex watch breaks down what every first-time buyer should know before making a purchase.
Why Trust Matters When Buying or Selling a Rolex
Now more than ever, as Rolex’s new legal action shows, it’s important to work only with trusted names when buying or selling a Rolex. It’s easy enough for an inexperienced buyer to get drawn in by a slick ad from an unvetted third party. But sellers face risks too, especially on platforms where counterfeit or heavily altered watches can slip through unnoticed. Bob’s Watches stands apart as a trusted online retailer with a long-standing reputation for transparency and authentication. Every timepiece includes a certificate from Watch CSA, the industry’s leading independent authority. And for those looking to sell a Rolex, Bob’s offers fast evaluations, secure transactions, and pricing backed by decades of market expertise.
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