Are Customized Watches Now Illegal? Why Rolex Just Slapped Bijoux Medusa With A Massive Lawsuit!

Rolex has filed a lawsuit against the Canadian jewelry store Bijoux Medusa and its owner, Julien Duguay, over the sale and modification of watches bearing Rolex trademarks. The legal dispute centers on the jeweler's practice of selling Rolex watches that have been customized with diamonds or other precious stones. To know more about the Rolex's performance in the secondary market click here. 

The Trademark Dispute 

Rolex alleges that Bijoux Medusa used its trademarks without authorization, claiming that the customized products could mislead Canadian customers into believing the altered watches were manufactured or officially authorized by Rolex. Arguing that this practice amounts to unfair competition and harms the value of its brand, Rolex is seeking more than $50,000 in damages. Julien Duguay and Bijoux Medusa have firmly rejected these claims. In a statement on the company’s Facebook page, Duguay defended the business, stating that customizing authentic watches is a perfectly legitimate commercial practice. The company emphasized that it has never traded in counterfeit goods, stating that all watches sold by Bijoux Medusa, as well as those currently offered for sale, are authentic. The jeweler also noted that only a small portion of its watch inventory is actually customized or embellished.

Allegations of Market Control 

In response to the lawsuit, Bijoux Medusa has accused Rolex of attempting to control the pre-owned watch market. The jeweler alleges that Rolex's true motive is to prevent the resale of genuine Rolex watches and claims the lawsuit is directly tied to Rolex’s plans to open a new store in Montreal, near existing authorized Rolex retailers.

About Bijoux Medusa 

Operating out of Quebec with stores in Quebec City, Chicoutimi, and a service point in Montreal, Bijoux Medusa is a prominent online jewelry business specializing in gold and diamond jewelry. Marketed as a "4.0 company," it utilizes a highly digital business model that allows customers to shop 24/7 and pay using modern methods, including Bitcoins, Apple Pay, and PayPal. Driven by owner Julien Duguay, the company's mission is to democratize gold jewelry for a younger demographic by making it more accessible. Aside from selling pieces imported from Italy and global brands, Bijoux Medusa offers a 3D design service for custom jewelry creation. Duguay's leadership and innovative digital marketing approach have previously been highlighted as exemplary business practices within the industry. 

Rolex's allegations have not yet been proven in court, and the proceedings are still in the early stages. Bijoux Medusa and Duguay plan to file their formal defense by the end of the month. In the meantime, the jeweler has stated that it will continue to sell authentic watches while complying with all applicable regulations. This lawsuit is about much more than $50,000 in damages, it’s a battle over who controls the highly lucrative pre-owned luxury market. Rolex is making a clear statement that unauthorized modifications to its timepieces will not be tolerated and cross the line into trademark infringement. Meanwhile, Bijoux Medusa, a modern brand built on accessibility and customization, views the lawsuit as a heavy-handed attempt by a corporate giant to monopolize the secondary market. How the court rules on this case could fundamentally change the rules of engagement for independent jewelers and watch customizers worldwide. To know what makes Rolex one of the greatest watchmakers in the world, click here. 

Source: Times Of India