Quebec jewelry store Bijoux Medusa and its owner, Julien Duguay, are being sued by Rolex for selling customized watches. Rolex alleges that the company is selling and modifying watches and watch parts that have Rolex trademarks, making them appear to be genuine Rolex-made products, even though Rolex didn’t manufacture them, according to the lawsuit. It also alleges that as a result, Bijoux Medusa has committed acts of unfair competition by “directing public attention in Canada to its Counterfeit Goods in such a way as to cause, or be likely to cause, confusion in Canada with the Rolex Goods and Services.” Rolex claims that Bijoux Medusa has damaged the value of its business linked to its trademarks and is seeking damages that “exceeds $50,000.” None of the allegations in the lawsuit have been proven in court. In a press release posted on the company’s Facebook page Thursday, Duguay stated that all watches are genuine and there are no counterfeits, adding that customizations are a legitimate practice. “All watches sold by Bijoux Medusa, as well as those currently offered for sale, are authentic. Neither Mr. Duguay nor Bijoux Medusa has participated in the use or trade of counterfeit products—all products are authentic,” the release said. “Rolex is attempting to prevent the sale of genuine Rolex watches that have been customized or embellished, particularly through the addition of diamonds or other precious stones. Such customization activities constitute legitimate commercial activities.” The company said that only a small proportion of the watches it sells are customized or embellished. “Rolex is seeking to control and dominate the market for pre-owned Rolex watches,” the company said. “The timing of this lawsuit, which coincides with the upcoming announcement of the opening of the Bijoux Medusa store in Montreal, near authorized retailers, is part of an attempt to intimidate a local Canadian business.” According to the press release, Duguay and Bijoux Medusa will file a formal defence by the end of the month. “The proceedings are still in their very early stages, and Rolex has not established any of the allegations it has made. We have no intention of complying with Rolex’s demands, which are entirely unwarranted.” “Bijoux Medusa will continue to conduct its legitimate business by offering its customers authentic watches, while respecting its commitments and applicable regulations,” the release said. CTV News contacted Bijoux Medusa for comment, but it will not give any interviews concerning this matter.
