New Rolex Lawsuit Targets Counterfeit Online Watch Sellers
How Counterfeit Rolex Watches Are Being Sold Online
Rolex has ramped up its efforts to combat the sale of counterfeit and deceptively altered watches online. A recent lawsuit reveals the troubling sophistication of these schemes, where sellers mislead buyers with claims of authenticity while pushing watches that are either fake or heavily modified.
Case in Point: swisswrist.com
In one cited example, Rolex investigators purchased a “Rolex Datejust 26mm” from swisswrist.com for over $4,200. Though it bore visible Rolex branding, an inspection revealed it had:
A non-Rolex dial
Inferior bezel and gem settings
Fabricated or altered serial and model engravings
The Legal Charges
Rolex accuses the defendants of:
Counterfeiting
Trademark infringement
Unfair competition
False advertising
They argue that advertising the watches as “100% genuine” is materially misleading, and that such conduct tarnishes Rolex's brand integrity and misleads consumers. The company is seeking:
Injunctive relief
Destruction of infringing goods
Statutory damages up to $2 million per counterfeit mark
Punitive damages for malicious intent
Why This Matters
Many first-time Rolex buyers are vulnerable to scams due to flashy marketing and too-good-to-be-true pricing on unvetted platforms. Rolex’s crackdown underscores the importance of buying from reputable sources.
Trust Is Key in the Rolex Market
Both buyers and sellers face risks on unregulated platforms. Trusted dealers like Bay Area Watch Buyer’s differentiate themselves by:
Offering certified authentication from Watch CSA
Providing secure transactions and fair pricing
Operating transparently with a strong market reputation
Takeaway for Consumers
If you’re looking to buy or sell a Rolex, stick with established, verifiable retailers. Avoid sellers who lack detailed provenance, certification, or a public track record. When in doubt, consult Rolex’s official buying guide or an authorized dealer.
