Rolex Watch U.S.A., Inc. has initiated legal action against a network of watch resellers accused of distributing counterfeit and altered Rolex watches. The luxury watchmaker filed a 29-page complaint in the Central District of California on May 5, claiming that a group of defendants, including Sdot Watches LLC (operating as Swiss Wrist), First Class Dials LLC, and Austin’s Watches Inc., has waged an “intentional, willful, and egregious campaign” to exploit Rolex’s trademarks and reputation for financial gain.
The lawsuit centers on Rolex’s assertion that the defendants, through websites like swisswrist website, firstclassdials website, and austinswatches website, have sold heavily modified or entirely fake Rolex-branded timepieces and components, all while using counterfeit versions of the brand’s iconic crown logo and other registered trademarks. Rolex describes the defendants’ operations as an “online and offline web of counterfeit sales,” with a coordinated effort to use platforms such as Instagram, Facebook, eBay, Walmart.com, Chrono24, TikTok, and YouTube to market the deceptive products.
The complaint highlights several examples of the defendants’ alleged misdeeds. In one instance, Rolex investigators purchased a “Rolex Datejust 26mm” from Swiss Wrist for over $4,200. Upon closer inspection, the company discovered the timepiece had been extensively altered. The dial was not of Rolex manufacture, the bezel and gem settings were subpar, and key identifiers, such as the model and serial number engravings, had been tampered with or fabricated.
Rolex also accuses First Class Dials of producing and selling imitation dials for various Rolex models, including pink and white mother-of-pearl designs, both of which featured counterfeit branding and substandard gem quality. According to the luxury watchmaker, these misrepresentations not only mislead consumers but also undermine Rolex’s ability to maintain product quality and erode consumer trust in the brand.
Further allegations in the lawsuit claim the defendants falsely advertised their products as “100% genuine” or “original” Rolex components. Rolex has filed for trademark counterfeiting under 15 U.S.C. § 1114, asserting that the defendants used deceptive marks that are substantially identical to its registered trademarks, such as the ROLEX word mark, the crown logo, DATEJUST, and OYSTER PERPETUAL, on unauthorized watches and parts. The company is also pursuing claims for trademark infringement, unfair competition, and false advertising under 15 U.S.C. § 1125(a), citing misleading marketing claims about the authenticity of the counterfeit and modified products.
In its complaint, Rolex states that it has suffered irreparable harm and is seeking injunctive relief, the destruction of infringing goods, statutory damages of up to $2 million per counterfeit mark, and punitive damages for what it describes as deliberate and malicious conduct by the defendants.
