Rolex Pushes Back on ‘Rolexa’ Amid Scrutiny of Brand Imitation
Jul/15/2025
Rolex Watch U.S.A. has formally challenged the trademark application for 'Rolexa Puzzle Company', contending that the phonetic likeness to its iconic name poses a risk of consumer confusion and brand dilution. Filed on July 14, the opposition targets a mark intended for jigsaw puzzles—far afield from Rolex’s luxury timepieces, yet close enough, in the company’s view, to infringe upon the cachet built over decades. While the products differ, Rolex, which commands nearly 30% of the global Swiss watch market and is headquartered in Geneva, asserts that its trademark protections span an array of categories beyond watches—including eyewear, office accessories, retail services, and digital-enabled chronometric instruments—underscoring the breadth of its commercial footprint and the importance of preserving its exclusivity. Following chart shows leading watch brands ranked by brand awareness in the United States in 2024, where Rolex continues to dominate, reflecting its entrenched position in the American consumer psyche.
