Rolex vs. Artisans De Geneve (AdG): The Drama of Watch Customization

Get ready for some watch industry drama that had the Swiss Supreme Court in the spotlight. In a lawsuit filed by Rolex against Artisans De Geneve (AdG) back in December 2020, the Court recently delivered its decision, shedding light on the clash between trademark protection and personalization rights.

 

Photo source: Artisans De Geneve

 

It all started when Rolex secretly bought a modified Daytona watch from AdG for a cool CHF 32,580 in February 2020. AdG had customized the watch by removing and reapplying Rolex trademarks like the crown logo, the words Daytona, and Cosmograph on the dial and bezel. Unsurprisingly, Rolex wasn't too thrilled about this and cried trademark infringement.

Photo source: Artisans De Geneve

 

To avoid trouble, AdG changed its game plan and stopped selling custom watches on its website. Instead, they now offer personalized services where customers bring in their watches for customization. You have to give AdG credit for their quick thinking!

 

Nowadays, if you visit AdG's website, you'll see a warning that they're "an independent workshop offering watch personalization services at the request of customers for private use." They want you to know they're not in the business of making or selling watches. After customizing your watch, they even hook you up with a new warranty to replace the original manufacturer's warranty which is not valid anymore.

 

Photo source: Squarespace

 

In February 2023, a lower court decided in favor of Rolex, banning AdG from using any Rolex trademarks in their ads. AdG wasn't having it and took the case to the Swiss Supreme Court, where things got juicier.

 

The Supreme Court ruled that AdG has the right to customize watches as long as it's on behalf of the watch owner and for personal use. They basically said Rolex can't dictate what buyers do with their own watches after purchase. Point one for the customization crew!

 

Photo source: Worn&Wound/Artisans De Geneve

 

But wait, there's more. The Court sent the issue of AdG using Rolex trademarks in their ads back to the lower court. See, Rolex is such a big shot (like Coca-Cola or Nike, for example) that they have the power to protect their trademarks even if it's not in direct competition. They're worried that using their trademarks might make people think AdG and Rolex are related.

Photo source: Watches by Sjx

 

So, here's the takeaway: you can customize your watch all you want, and AdG can help you do it. However, they need to be careful about using Rolex trademarks in their advertising. The case is not closed yet, so let's see where this exciting storyline takes us next.