Los Angeles-based watch and jewelry designer Chris Aire is sueing 17 major watch companies and 200 others for “trademark infringement, unfair competition, false description, and injunctive and declaratory relief” in the US Federal Court.
Aire, also known as the ‘King of Bling’, alleges the companies, infringed upon his Red Gold brand.
The companies named in the lawsuit include Rolex; LVMH on behalf of Hublot and Louis Vuitton; Breitling; Richemont International SA on behalf of Baume & Mercier; International Watch Company; Montblanc; Ulysse Nardin Inc; The Swatch Group on behalf of Blancpain, Omega SA; Franck Muller; Chopard; Makur Design Inc; and Bulgari on behalf of Gerald Genta.
“This is a classic David versus Goliath,” said Aire.
“We’ve done everything that is required of us to protect the integrity of our Red Gold brand.
“Our Red Gold trademark has been deemed incontestable by the US Patent and Trademark Office, and we will go up against anyone to defend it.
“We feel very strongly that we will prevail in the courtroom in this case. Just because you’re a huge brand doesn’t mean you’re above the law.
“This brand is proprietary to us and we’ve worked extremely hard to make it famous and now they’re jumping all over it without our permission.”
Aire is seeking “equitable and injunctive relief, as well as compensatory and monetary damages, costs and disbursements”.
According to the legal papers submitted to the court, Chris Aire’s Solid 21corporation is the owner of the registered and incontestable trademark Red Gold for, inter alia, fine jewelry and watches made from a special alloying of gold with a distinct color.
Aire has been designing urban-style diamond jewellery for more than 21 years and boasts a client list that includes Angelina Jolie, Eva Longoria, Halle Berry and Will Smith.