{"id":3579,"date":"2020-01-22T17:30:33","date_gmt":"2020-01-22T17:30:33","guid":{"rendered":"https:\/\/omnilegalgroup.com\/blog\/?p=3579"},"modified":"2020-06-26T08:08:30","modified_gmt":"2020-06-26T08:08:30","slug":"does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use","status":"publish","type":"post","link":"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/","title":{"rendered":"Does laCalifornienne\u2019s colorful customization of authentic Rolex timepieces constitute fair use?"},"content":{"rendered":"\r\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"598\" height=\"597\" src=\"https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-21-at-4.52.28-PM.png\" data-id=\"3580\" data-link=\"https:\/\/omnilegalgroup.com\/blog\/?attachment_id=3580\" class=\"wp-image-3580\" alt=\"Rolex\" title=\"Rolex\" srcset=\"https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-21-at-4.52.28-PM.png 598w, https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-21-at-4.52.28-PM-150x150.png 150w, https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-21-at-4.52.28-PM-300x300.png 300w\" sizes=\"auto, (max-width: 598px) 100vw, 598px\" \/><\/figure><\/li><\/ul>\r\n\r\n\r\n\r\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Late\r\nin 2019, Rolex filed a lawsuit in the United States District Court for the\r\nCentral District of California alleging that California-based laCalifornienne\r\nhas been marketing and offering for sale counterfeit timepieces bearing Rolex\u2019s\r\ntrademarks. Rolex has been offering for sale its iconic timepieces for more\r\nthan 114 years, including one of its most popular designs, the Rolex Oyster\r\nPerpetual. Rolex possesses trademark rights in and to ROLEX, OYSTER, and OYSTER\r\nPERPETUAL, in addition to trade dress in the designs of its timepieces. The\r\nlawsuit lists causes of action for trademark infringement, counterfeiting, and\r\nfalse designation of origin.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Since\r\nits inception in 2016 in Los Angeles, laCalifornienne\u2019s business model has comprised\r\ntaking vintage Rolex and Cartier timepieces, replacing the original watch crystals,\r\nrefashioning the bezels, and altering the dials by stripping the paint and\r\nfinish therefrom and repainting and refinishing them in various vibrant colors.\r\nHowever, such watches still contain all original Rolex indicia. As a result,\r\nRolex asserts that such altered watches \u201cno longer attain the aesthetic\u201d nor\r\n\u201cperform or function to the same quality standards\u201d as unaltered, original\r\npre-owned Rolex watches. laCalifornienne sells its timepieces to consumers for\r\nbetween $6,500 to $14,000.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Prior\r\nto bringing suit, Rolex received possession of two laCalifornienne timepieces\r\nbearing the Rolex trademark and indicia. The first, an original Oyster\r\nPerpetual, was purchased directly from an authorized-laCalifornienne retailer.\r\nThe second was received at a Rolex service center in Pennsylvania for\r\nservicing. The first watch did not contain the alleged infringer\u2019s name while\r\nthe second did contain \u201claCalifornienne\u201d added to the dial at the six o\u2019clock\r\nposition. Rolex alleges that laCalifornienne\u2019s printing of its name on the dial\r\nof its altered watches, which continue to bear one or more of Rolex\u2019s\r\nregistered trademarks, including ROLEX and OYSTER PERPETUAL, cannot dispel\r\ntheir liability for infringement.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Rolex\r\nalleges that laCalifornienne\u2019s use of Rolex\u2019s trademarks in this manner creates\r\nthe erroneous impression that its products and services emanate or originate\r\nfrom Rolex, and\/or that said products and services are authorized, sponsored,\r\nor approved by Rolex, though this is not the case. Moreover, Rolex is unable to\r\nmonitor, enforce or maintain its quality control standards on the altered Rolex\r\nproducts assembled and offered for sale by laCalifornienne. In this way, Rolex\r\nalleges laCalifornienne has been unjustly enriched by illegally using and\r\nmisappropriating Rolex\u2019s intellectual property for their own financial gain.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; In\r\nits answer to Rolex\u2019s complaint, laCalifornienne not only denies the\r\nallegations but also argues its watch modifications constitute fair use.\r\nNominative fair use allows for the reasonably necessary use of another party\u2019s\r\ntrademark solely to identify that party or its products. Such fair use is\r\nallowable so long as the use is descriptive and does not suggest sponsorship or\r\nendorsement by the trademark holder. To prevail on this defense, the court will\r\nneed to determine whether, by adorning Rolex timepieces in this manner, laCalifornienne\r\nhas attempted to deliberately confuse and deceive the consuming public and\r\nappropriate the cachet of Rolex. Rolex is likely to argue laCalifornienne is\r\nmaking use of its marks in an attempt to benefit from the proven reputation and\r\nsheer appeal of Rolex\u2019s watches.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Unlike\r\nthe majority of counterfeiting cases in which brands file lawsuits against\r\nindividuals or companies for marketing and offering for sale outright\r\nknock-offs, Rolex alleges laCalifornienne\u2019s watches are counterfeit despite the\r\nfact that they contain authentic Rolex parts. Specifically, Rolex does not take\r\nissue with laCalifornienne swapping out its traditional metal wristbands for\r\ncolorful leather ones because this does not impair the functioning of the\r\nwatches themselves. Instead, Rolex particularly takes issue with the fact that laCalifornienne\r\ncustomizes the watches with colorful parts, such as dials and crystals. Rolex\r\nclaims such substituted parts are not properly fitted to the watch and are\r\nlikely to adversely affect the dial and movement of the watch. This position is\r\nconsistent with Rolex\u2019s long-standing policy dictating that the alteration of\r\nits timepieces to include non-authentic Rolex parts, that is, parts not\r\napproved by Rolex, transforms an authentic watch into a counterfeit. <\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Late in 2019, Rolex filed a lawsuit in the United States District Court for the Central District of California alleging that California-based laCalifornienne has been marketing and offering for sale counterfeit timepieces bearing Rolex\u2019s trademarks. Rolex has been offering for sale its iconic timepieces for more than 114 years, including one of its most&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3579","post","type-post","status-publish","format-gallery","hentry","category-blog","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does laCalifornienne\u2019s colorful customization of authentic Rolex timepieces constitute fair use? - Omni Legal Group Blog<\/title>\n<meta name=\"description\" content=\"Rolex has sued the Los Angeles-based company for counterfeiting due to the company\u2019s alteration of Rolex\u2019s watches with substituted crystals, bezels, and dials. In response, La Californienne argues its business model uses Rolex\u2019s trademarks in a reasonably necessary manner to identify Rolex\u2019s products but not to suggest sponsorship or endorsement by Rolex.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does laCalifornienne\u2019s colorful customization of authentic Rolex timepieces constitute fair use? - Omni Legal Group Blog\" \/>\n<meta property=\"og:description\" content=\"Rolex has sued the Los Angeles-based company for counterfeiting due to the company\u2019s alteration of Rolex\u2019s watches with substituted crystals, bezels, and dials. In response, La Californienne argues its business model uses Rolex\u2019s trademarks in a reasonably necessary manner to identify Rolex\u2019s products but not to suggest sponsorship or endorsement by Rolex.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/\" \/>\n<meta property=\"og:site_name\" content=\"Omni Legal Group Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-22T17:30:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-26T08:08:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-21-at-4.52.28-PM.png\" \/>\n<meta name=\"author\" content=\"Omid Khalifeh\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Omid Khalifeh\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/\"},\"author\":{\"name\":\"Omid Khalifeh\",\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/#\/schema\/person\/e88d4972c6e30001cc41817b64d35fa4\"},\"headline\":\"Does laCalifornienne\u2019s colorful customization of authentic Rolex timepieces constitute fair use?\",\"datePublished\":\"2020-01-22T17:30:33+00:00\",\"dateModified\":\"2020-06-26T08:08:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/\"},\"wordCount\":754,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-21-at-4.52.28-PM.png\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/\",\"url\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/\",\"name\":\"Does laCalifornienne\u2019s colorful customization of authentic Rolex timepieces constitute fair use? - Omni Legal Group Blog\",\"isPartOf\":{\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/does-lacaliforniennes-colorful-customization-of-authentic-rolex-timepieces-constitute-fair-use\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-21-at-4.52.28-PM.png\",\"datePublished\":\"2020-01-22T17:30:33+00:00\",\"dateModified\":\"2020-06-26T08:08:30+00:00\",\"author\":{\"@id\":\"https:\/\/omnilegalgroup.com\/blog\/#\/schema\/person\/e88d4972c6e30001cc41817b64d35fa4\"},\"description\":\"Rolex has sued the Los Angeles-based company for counterfeiting due to the company\u2019s alteration of Rolex\u2019s watches with substituted crystals, bezels, and dials. 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