Wind behind its sails: Rolex zealously guards its trademark. Seen here: Rolex's Yacht-Master Regatta watch. Image credit: Rolex Rolex lawsuit highlights importance of dilution claim
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Jewelry,Legal and privacy,Opinion | No Comments
Wind behind its sails: Rolex zealously guards its trademark. Seen here: Rolex's Yacht-Master Regatta watch. Image credit: Rolex {"ct":"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","iv":"716c0f44122704a462d031809b6da988","s":"d9518d87078b32a0"}