Tennis star Andre Agassi has sued the Rolex luxury watch brand for allegedly using his likeness in two Rolex TV ads without his permission, according to the Associated Press and other news reports. Agassi filed his suit in federal court in Las Vegas, where he lives, on Feb. 22. It names Rolex Watch U.S.A. and Rolex Industries, both New York corporations, and Rolex Holdings, a Swiss firm.
The suit claims that by allegedly using Agassi’s name and image without his consent, the watch company “reaped millions of dollars worth of advertising and promotional services” without paying him for it, says the AP report. The ads were allegedly broadcast in the summers of 2000 and 2001.
Agassi is seeking at least $2 million in damages and “an award of the revenues received by Rolex as a result of the unauthorized commercial use of his name.