To stop any confusion between Brooklyn deli sandwiches with high-end Swiss watches, Rolex has filed a trademark infringement suit against Rolex Deli in Fort Greene, N.Y. Shawqu Ali, who opened Rolex Deli four months ago, told The Huffington Post his reaction was "shock. I couldn't believe it. I didn't think something of that nature happens."
The suit states the name Rolex Deli would “dilute the distinctiveness with the Rolex trademark.” Ali said he named his business Rolex Deli because he simply "liked the name," and claims Rolex now wants him to "affect the name with the business -- signs, posters, neons. Everything We have has to be changed. I'll become more with debt. It's going to be very , very hard in my opinion."
Rolex failed to reply to a request comment.
The suit came as a surprise to Ali, who believed everything is at the clear once he got the name approved with all the State Division of Corporations. "Specialists [advice from other businesses] before Used to do anything, got the name approved by the state and sent applications for a license, tax ID, before I position the enroll," he admits that.
Ali is consulting with legal counsel. Meantime, having invested about $60,000 to spread out his dream business, he or she is now facing an enterprise owner's nightmare. "I think it’s unfair," according to him. "This [big] company goes [after] just a little store that can't even be seen in the spotlight. I don't know where to start. It's scary."
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