Rolex, Breitling go to bat for Brand Integrity Recent decisions handed down in separate lawsuits involving Rolex and Breitling may go a long way in protecting the integrity of all popular watch brands. The David versus Goliath-type lawsuits revolved respectively and primarily around discounting and unauthorized service, two grave dilemmas in today’s watch industry. Both cases were long, sensitive and potentially landmark in their impact. Breitling USA Inc. prevailed in a bitter lawsuit by Costa Mesa, Calif.-based Watch Connection that claimed the watch company violated antitrust laws by terminating the store as a Breitling outlet. Rolex won a majority decision in its effort to stop Dallas-based American Wholesale Jewelry from reconstructing Rolex watches with generic replacement parts. The decisions were favorable for both manufacturers – and perhaps others that fight to defe

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