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It's OK to pimp your Rolex

Monday, 12 February 2024 06:30

When is a Rolex not a Rolex? The answer is, it’s always a Rolex.

This is backed up by the Federal Court.

There’s a growing trend of people wanting to have personalized watches. 

The luxury watch brand had taken a group of crafts people to court after they modified a Rolex and sold it – calling it a Rolex. Lower courts in Geneva ruled that the watch can’t be modified without an agreement from the company. 

But the Federal Court disagreed. It said as the watch was designed for private use, it can be modified without an agreement from the brand.

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