We’ve all heard stories about how vigorously Rolex protects and defends their trademarks and patents. In fact, I once heard a story about them running a small jeweler out of business for servicing a fake Rolex watch. That may be a little extreme, and the storyteller couldn’t offer any proof that the incident had actually happened, but the story was not unique.
So what’s the real truth? What WILL Rolex actually do if they see an aftermarket modification to a watch that comes in for service, and under what circumstances?
First and foremost, it’s necessary to understand that Rolex is within their rights to confiscate and/or destroy parts that infringe on their trademarked designs. A signed crown, dial, bracelet, or clasp of non-Rolex origin would be examples. Rolex fiercely protects their intellectual property on these points, and they’re fully within their rights to do so.
However, if you have an aftermarket part, such as a band or bezel, that has no Rolex logo or trademarks, it’s more likely they will simply refuse to service the watch than confiscate the item.
Case parts and internal parts are a different matter. Perhaps an analogy is in order. Say you were overhauling your Chevrolet engine. There are numerous outlets to purchase aftermarket pistons, valves, camshafts and other internal parts. And you’re free to use such parts in your engine. Frankly, I don’t know what Chevrolet might do if that engine later appeared in a dealership for service.
But let’s apply this scenario to a Rolex movement. If you use an equivalent part procured, say, in Asia in the repair of your calibre 3035, and later submit the watch containing this movement to Rolex for maintenance, Rolex will be within their rights to refuse to service the watch, or confiscate the part and replace it with a Rolex part – at your expense.
Realistically, Rolex doesn’t allow aftermarket parts in their watches because they don’t want their brand diluted with parts of questionable quality and origin. That’s not a performance issue with a diamond bezel. But it certainly could be with a balance bridge.
Finally, in my research, I could find no evidence of Rolex ever confiscating and/or destroying a watch or part of a watch due to an aftermarket part that did not infringe on a Rolex trademark or patent.