Rolex, the Swiss luxury watchmaker, is suing a Brooklyn, New York deli for using its name, claiming that the sandwich shop will confuse customers. Shawqu Ali, who opened the deli four months ago, says he chose the deli's name, Rolex Deli, as an homage to the watchmaker's quality products. He says that there is nothing Rolex-related on the menu. Rolex's legal team filed the suit for trademark dilution in Manhattan federal court for an injunction and damages. According to the complaint, the name gives the “false impression that defendants and their services and goods are in some way affiliated with Rolex." The legal team further states that the unauthorized use “dilutes the distinctiveness of the Rolex trademark.” Basically, Rolex wants Ali to discontinue his use of the name altogether.