Rolex Bijoux Medusa Trademark Lawsuit: Official $50,000 Counterfeit Claim
The Rolex Bijoux Medusa trademark lawsuit has put a Quebec jewelry business and its owner under scrutiny, after the Swiss watchmaker filed a Federal Court case alleging trademark infringement and the sale of counterfeit components. Here’s a factual breakdown of the allegations, the response from Bijoux Medusa, and how this fits into Rolex’s broader trademark enforcement pattern.
What Is the Rolex Bijoux Medusa Trademark Lawsuit About?
The Rolex Bijoux Medusa trademark lawsuit was filed in April 2026 by Rolex and its Canadian subsidiary in the Federal Court of Canada, naming both Bijoux Medusa and its owner, Julien Duguay, personally as defendants. Rolex alleges that the business sold and modified watches bearing Rolex trademarks in a way that made them appear to be genuinely manufactured by Rolex, when they were not, specifically citing “counterfeit dials or other non-genuine components” on some of the watches involved.
Who Are Bijoux Medusa and Julien Duguay?
Bijoux Medusa is a Quebec-based jewelry and luxury watch business founded by Julien Duguay in 2017, who also has a public profile as a social media personality. The company deals in customized watches, including pieces modified with added diamonds or other precious stones, and has reportedly been planning a new Montreal location near authorized Rolex retailers.
What Does Rolex Allege?
At the centre of the Rolex Bijoux Medusa trademark lawsuit is a claim of unfair competition, with Rolex arguing that watches carrying its trademarks but containing non-genuine parts create consumer confusion about their authenticity. The case specifically concerns Rolex watches customized through the addition of diamonds or other stones. Rolex is seeking damages that “exceed $50,000.”
How Has Bijoux Medusa Responded?
Bijoux Medusa has firmly disputed the claims, describing the lawsuit as “unfounded” and a “vexatious proceeding.” In a statement, Duguay said: “All watches sold by Bijoux Medusa are authentic. Neither Mr. Duguay nor Bijoux Medusa has participated in the use or trade of counterfeit products.” The company maintains that only a small proportion of the watches it sells are customized, and argues that adding diamonds or other elements to an authentic watch is legitimate modification, not counterfeiting. Duguay has further suggested Rolex is attempting to control the broader pre-owned and customized watch resale market.
This Isn’t Rolex’s Only Recent Trademark Fight
The Rolex Bijoux Medusa trademark lawsuit fits into a pattern of active trademark enforcement by the Swiss watchmaker. In a separate 2025 case in the United States, Rolex sued SDOT Watches LLC and related defendants over similarly modified watches, seeking damages of up to $2 million per counterfeit mark. Rolex has also historically fought to protect its crown logo specifically, telling regulators it has spent more than $100 million over 60 years advertising the design, a dispute with greeting card company Hallmark over a similar crown trademark ended in 2024 when Hallmark agreed to withdraw its application.
Why Trademark Disputes Like This Matter
Consumer brands taking legal action to protect their trademarks and product claims has been a recurring story this year, our coverage of the Kent RO Urban Company dispute looks at a similar fight playing out in India’s consumer appliance market, centred on advertising claims rather than counterfeiting.
Not the Only Corporate Legal Battle This Year
Long, high-stakes commercial litigation between major companies has featured elsewhere too, our coverage of the NTPC Reliance commercial suit dispute looks at a very different kind of corporate legal fight that’s dragged on for two decades. For official statements and product information, Rolex’s own website remains the primary source.
What Happens Next
The Rolex Bijoux Medusa trademark lawsuit remains in its early stages, with no findings made by the Federal Court of Canada so far. None of the allegations against Bijoux Medusa or Duguay have been proven, and the company continues to maintain that all its watches are authentic. The case is expected to take time to work through the court process before any resolution.
For more business and legal updates, check out our Business section.
Frequently Asked Questions
What is the Rolex Bijoux Medusa trademark lawsuit about?
Rolex has sued Quebec jewelry business Bijoux Medusa and its owner Julien Duguay, alleging they sold watches with Rolex trademarks that contained counterfeit or non-genuine components.
How much is Rolex seeking in damages?
Rolex is seeking damages that exceed $50,000 in the Federal Court of Canada case.
How has Bijoux Medusa responded to the lawsuit?
Bijoux Medusa has called the lawsuit “unfounded” and “vexatious,” maintaining that all its watches are authentic and that its customizations are legitimate modifications.
Has the court made any ruling on the Rolex Bijoux Medusa trademark lawsuit?
No. The case remains in its early stages, and no findings have been made by the Federal Court of Canada.
Has Rolex taken similar legal action before?
Yes. Rolex has pursued other trademark cases, including a 2025 US lawsuit against SDOT Watches LLC seeking up to $2 million per counterfeit mark, and a trademark opposition against Hallmark that ended in 2024.