Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingPolicies & IssuesMay 06, 2024
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 recently filed notice of opposition with the USTPO claims that Hallmark’s new crown trademark (right), which is pending registration, is “nearly identical in appearance and commercial impression” to its famous logo (left) and would cause consumer confusion if used on jewelry.
Kansas City, Mo.—Rolex is pushing back against greeting card company Hallmark’s attempt to register a new version of its longstanding crown logo for use with jewelry.
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.
Related stories will be right here …
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.
More on Policies & Issues
The Latest
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
