Rolex Watch USA has secured a permanent injunction against Atlanta-based retailer Jewelry Unlimited after a federal court found the dealer guilty of selling altered Rolex watches while falsely advertising them as “100% Genuine Pre-Owned” and “100% authentic as made by the manufacturer.”
Legal Battle Culminates in Landmark Ruling
The injunction follows a summary judgment granted three months ago by the U.S. District Court for the Northern District of Georgia, which sided with Rolex in its trademark infringement claims. The luxury watchmaker has aggressively pursued legal action against businesses that modify its timepieces and market them as authentic Rolex products.
Modified Watches Deemed Counterfeit
The dispute dates back to 2023, when Rolex accused Jewelry Unlimited of selling altered watches featuring replacement dials, custom bezels, added diamonds, and swapped bracelets—all while labeling them as fully authentic. The brand argued that such modifications, done without authorization, misled consumers and violated its trademarks.
Court Finds Dealer’s Disclosures Inadequate
Judge Timothy Batten ruled that Jewelry Unlimited’s product descriptions failed to adequately inform buyers that the watches had been modified and were no longer endorsed by Rolex. The court determined that the dealer’s marketing could create consumer confusion, violating federal trademark laws.
Permanent Ban on Sales of Altered Rolexes
Under the injunction, Jewelry Unlimited must immediately cease selling any Rolex watches deemed counterfeit—defined as those altered without Rolex’s approval. The dealer must also surrender any remaining inventory that infringes on Rolex’s trademarks.
While Jewelry Unlimited continues to sell pre-owned Rolex watches, its current listings appear to feature only unmodified, original models. The case underscores Rolex’s zero-tolerance stance against unauthorized modifications and false advertising in the secondary market.
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