Having fallen out of favor for a while with the declining fad for blacked-out, i.e. PVD or DLC coated watches, judging by Instagram, customized Rolexes are once again gaining traction. This seems to be mainly the case for those who want timepieces that have a “twist” to them, be it custom Rolex dials, hands, numerals, bezels or all four. In addition, the rising popularity of gem-set Rolexes means many people who cannot afford a Rainbow Daytona and the like are turning to customizers to create a similar look at a much lower price point.
This is all to be strenuously avoided, and we’ll explain why. There are a number of very good reasons not to tinker with your Rolex watch; by doing so you may well destroy its value, and in fact, you might even let yourself in for legal trouble thanks to Rolex’s aggressive pursuit of anything it deems to be infringing on its extremely valuable trademarks – something it looks to be doubling down on.
Voiding the Rolex Guarantee
If you have read our guide on custom Rolex watches, you likely know one of the most important factors to consider. Once you customize your Rolex in any way you void the warranty, aka The Rolex Guarantee, a five-year international indemnification that comes supplied with all new Rolex watches purchased from Authorized Dealers, or Official Jewelers in Rolex parlance. The most important facet of this guarantee is that the watch be maintained in original condition.
“The substitution of components with, or the addition of, components or accessories not manufactured by Rolex will invalidate the Guarantee,” is how the brand puts it. Should any modified watch be submitted to an official Rolex Service Center for any service or maintenance, no matter how minor, the request will be denied. Not only that, but Rolex has been known to mark such rogue timepieces with an engraved X. Losing the Rolex Guarantee might also impact the watch’s resale value, as future buyers strongly prefer timepieces with intact warranties and documented service histories.
Rolex’s Legal Actions Against Customizations
Now, however, the iconic Swiss brand is going even further. As The Fashion Law reports, in July 2023 Rolex filed suit in the U.S. District Court for the Northern District of Georgia, “accusing Jewelry Unlimited, a retail jeweler in Atlanta, of selling modified Rolex watches with ‘common customizations’ including dial replacement, bezel installation, bracelet swaps, and added diamonds.”
The federal court just sided with Rolex in its bid for summary judgment on its “counterfeiting, trademark infringement, false designation of origin, and unfair competition” claims. Nor did Jewelry Unlimited’s use of disclaimers – a common industry practice – to try and “sidestep liability” hold any water with the presiding judge. In fact, it was Jewelry Unlimited’s advertisement of the Rolex watches as “100% Genuine Pre-Owned” and “100% authentic as made by the manufacturer” that sealed its fate.
Even though Jewelry Unlimited stated to prospective customers that it was “in no way affiliated with Rolex nor do we claim to be,” declaring that ”diamonds placed on this authentic Rolex watch are 100% aftermarket and are set by us,” the court found that this was “insufficient and fails to warn a reasonable consumer about the relationship (or lack thereof) between JU and Rolex.”
The Final Verdict: Don’t Customize Your Rolex
With this important decision won, the case against modified Rolex watches is stronger than ever. It is simply not worth it to tamper with your Rolex watch in any way, shape or form. The court decision has effectively ruled that modified Rolex watches, with any aftermarket alterations, are essentially counterfeit watches, and totally worthless. This goes far beyond ‘buyer beware.’ For collectors and enthusiasts, this reinforces the long-held wisdom that a Rolex should remain exactly as it left the factory in Geneva, preserving both its heritage and value.
