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
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
