Rolex Files Objection to Hallmark’s New Trademark Application
The Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.

Rolex’s first filing related to the new Hallmark trademark came Jan. 22, when the watchmaker submitted a request for a 90-day extension to file a notice of opposition to Hallmark Licensing LLC’s trademark application.
The extension was granted, and, as first reported by The Fashion Law, Rolex filed the notice April 23, one day before the extension was set to expire.
In the notice, the brand urges the U.S. Patent and Trademark Office (USPTO)’s Trademark Trial and Appeal Board to block Hallmark’s application to register a new logo described as “an open crown design circumscribed by a circle that is interrupted by a leaf” for use on goods in Class 14 (jewelry).
While Hallmark has been using its own crown logo for decades and holds active trademarks across a variety of goods and services, the watchmaker states that with this latest application, Hallmark is “seeking to apply its crown mark on goods that are identical or in some way related to Rolex’s famous watches and/or Rolex’s promotional goods.”
Hallmark submitted the trademark application for the new logo on March 24, 2023, stating it plans to use it on candles, clothing, paper products, drinkware, and games, as well as jewelry.
Rolex argues that if the USPTO registers the trademark for use on jewelry, it will cause confusion for consumers as to the source of the products, therefore damaging the Rolex brand.
Along with “priority and likelihood of confusion,” the notice also lists “dilution by blurring” (impairing the distinctiveness of the trademark) as an additional ground for opposition.
Rolex did not respond to a request for a comment on the case beyond what is included in its opposition filing.
Hallmark did not respond to request for comment by deadline.
Rolex’s notice, relatively short and direct, begins by referencing the watch company’s 60-year history of using the crown logo in connection with its watches in the United States.
It also noted that since 2008, the trademark also has been used by retail stores that carry products sponsored or authorized by the brand.
Rolex stated that over the last six decades, it has invested more than $100 million advertising and promoting the mark, notably on campaigns where the crown symbol is itself the focus.
The brand also cites the use of the crown logo in its promotion of events and sponsorships of sporting, entertainment, cultural and charitable endeavors, as well as scientific disciplines and “an equally wide spectrum of the arts.”
For 30 years, it has distributed or sold promotional goods bearing the logo—things like hats, key chains, sunglasses, and pins—through its official jewelers and at these events.
Rolex said that, due to long-term use of the crown logo and the brand’s vast advertising and promotion of it, the trademark has become “extremely well known and famous” to the extent that “similar items sold or marketed under a mark confusingly similar to its Crown Design trademark are, and will be, immediately and exclusively associated with Rolex.”
The status of Rolex’s opposition notice is currently listed as pending.
The Latest

A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.

The Brazilian jeweler’s latest book marks her namesake brand’s 25th anniversary and tells the tale of her worldwide collaborations.

The Submariner Ref. 1680 with a Tiffany & Co. dial came from the original owner, who won it as a prize on the game show in the 1970s.

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

The new integration allows users to manage shipments directly from the Shopify dashboard.


At Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.

Six people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

The jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.

Ben Bridge Jeweler and Lux Bond & Green were a part of the pilot program.

Associate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.

It’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.

It included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.

The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.

Associate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.

Fordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.

Gilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.

Located in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.

The new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.

As the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.

Jacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.

Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.

The Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.

Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.

The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.

The industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.

The nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.