CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
WatchesNov 24, 2014
The smartwatch has too (many) faces
Think consumers can ‘trick out’ their smartwatch with a virtual version of a mechanical timepiece’s face? Not on our watch, said some of the industry’s biggest brands.
Though Rolex did not respond to request for comment, a few of the faces on FaceRepo.com appear to resemble the brand’s Oyster Perpetual but with the crown logo and Rolex name all but removed. Photo courtesy of FaceRepo.com
New York--Richemont and Swatch Group are among the watch brand owners that have sent cease-and-desist letters in an effort to stop the creation of virtual versions of their famous faces.
Last week, A Blog to Watch ran a story about the growing variety of digital faces available for smartwatches, some of which are reproductions of existing mechanical watches including Rolex’s Oyster Perpetual and the Omega Seamaster. Business Insider picked up the story and used the headline, “You Can Trick Out Your Smartwatch To Make It Look Like A Rolex.”
This, apparently, isn’t entirely true.
Swatch Group confirmed via a spokesperson that it did indeed send cease-and-desist letters to “certain web platforms” promoting watch face apps mirroring watches produced by several of the group’s brands, adding, “The Swatch Group is strongly committed to protecting its brands’ trademarks, designs and their copyrights and, therefore, cannot tolerate such non-authorized digital replicas of its products.”
While Richemont declined to comment, the man who operates one of these watch face websites, FaceRepo.com, confirmed via email Monday that he has received cease-and-desist letters from IWC and Panerai (both Richemont owned); Fossil, Armani and Michael Kors (all Fossil owned); as well as Omega, Tissot, Swatch, Certina and Flik Flak (all Swatch Group owned.)
FaceRepo is a website created to allow smartwatch wearers to browse, share and download various faces for their AndroidWear devices and smartwatches that are compatible with Google’s Android operating system. Individual designers submit the faces, and the site is not affiliated with Google or any one smartwatch brand.
FaceRepo.com’s owner, who would give his name only as Luke to protect his privacy, said that they have removed “several faces” from the site. Though he did not provide specifics on the number or brands, he noted, “To date, all requests for removal of infringing material have been satisfied within a matter of hours.”
Luke added that the people who uploaded the infringing faces were notified, and repeat offenders will be barred from adding content to the site.
“It has never been (and never will be) FaceRepo’s goal to provide a harbour for infringing content,” he said in a statement shared with National Jeweler via email. “Although some replica faces we’ve received take-downs for are very cool-looking and represent significant artistic talent on the part of the designer, we believe that owners of copyrights or trademarks have the right to defend their brand.”
Rolex was not among the brands from which Luke said FaceRepo reported received a cease-and-desist letter. Rolex did not respond to request for comment but, as of late Monday afternoon, what appeared to have once been virtual versions of the brand’s Oyster Perpetual watch face had had the “Rolex” name and crown logo blurred.
More on Watches
The Latest
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
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.
