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{"ct":"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","iv":"c93822a52fe3cdb922905c90c9ad1c1f","s":"6ea4feeb5a202375"}