Brooklyn-based Rolex Deli has been hit with another lawsuit by Rolex Watch U.S.A., the U.S. counterpart for the Swiss watchmaker. You may recall that the watchmaker brought suit against the newly-opened deli in late 2011 for trademark infringement, claiming that the sandwich shop's name would cause confusion. The deli has since changed its name to “Roll-x Deli," but the watchmaker still isn't satisfied. Deli owner, Shawqu Ali, is facing $20,000 in civil contempt fines for taking too long to change the name on the store's sign, changing it in March instead of by October as ordered by the court. And in case that isn't enough, Rolex has filed a new suit against Ali, who admits that he chose the original name because he likes Rolex watches. Legal counsel for Rolex argue that the deli's new name will confuse customers into thinking that its products maintain the “quality and prestige” of the world renowned timepieces.