Rolex: The crown of Swiss watchmaking
Rolex: A Brand-Building Playbook
A deep look at how the brand was built and the strategies used to protect it.
READ THE FULL ARTICLECourts Are Rewriting the Rules of Confidentiality for Rolex & Other Brands
The Paris Court of Appeal ruled in May 2025 that Rolex’s production, sales, and availability data from 2018 onward qualifies as trade secrets.
READ THE FULL ARTICLEWhat a Case Over Rolex Watch Winders Means for Other Luxury Brands
The decision underscores a broader theme in French and EU jurisprudence: freedom of trade and competition is not absolute when it comes to enforcement by iconic luxury brands.
READ THE FULL ARTICLEHow Do Luxury Brands Sell to the 0.0001 Percent?
There is a quiet way that at least some luxury goods brands cater to their highest-spending shoppers: They give these prized consumers access to products that are often entirely off-the-table for everyone else.
READ THE FULL ARTICLERolex Sheds Light on How it Built its “Famous” Crown Trademark in New Opposition
Rolex argues that its crown logo is so widely recognized by U.S. consumers that it qualifies as a “famous mark” for dilution purposes, on par with a household name.
READ THE FULL ARTICLEFrom Gucci to Rolex Certified, Luxury Brands Continue to Test Resale
Rolex provided us with a good example of how luxury brands may opt to approach the secondary market, with the Swiss watch titan announcing in December that it would introduce a certified pre-owned program and offer up pre-owned watches that have been “inspected, refurbished and that meet the company’s minimum standards.”
READ THE FULL ARTICLEWhat Makes a Fake a Fake? A Dive Into Rolex’s Definition of a “Counterfeit” Watch
Rolex’s system of distinguishing between authentic and counterfeit products is an interesting one, and in at least one respect, it is relatively unique.
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