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

The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

Jewelry industry veteran Alisa Bunger has taken on the role.

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.


“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.

The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.

The line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.

The rough on offer was recovered from a newer area at the Montepuez mine.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

The champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.

Kosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.

Carlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.

The brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.

Proceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.

Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.

Citizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.

The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.

Amit Pratihari was previously the managing director of De Beers India and Forevermark India.

Members of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.

Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Taylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.

Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.

“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.