ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
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
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
