Coronet, which is rumored to be fully or partially-owned, by Rolex, made a brief article discussing the possibility of Rolex buying Artisans de Genève, which is an independent company that customizes the brand’s watches.

We asked Google AI this exact question, and below are the results, which are pretty much spot on with what are take would be. Coronet brings up an interesting question, especially knowing they may be directly associated with Rolex. However, considering how litigious Rolex is against Artisans de Genève, Skeleton Concept, and anyone who benefits commercially from their brand, without an official relationship, it would make far more sense that if they really wanted to offer bespoke official Rolex watches, they’d do it themselves. Although, if Rolex believes buying Artisans de Genève is financially the best, and quickest path to offering the services in-house, it would not be the first time they acquired a company to vertically integrate.

Google AI Response:

It’s highly unliked that Rolex would buy Artisans de Genève, given their severe legal conflicts over trademark infringement and brand integrity. Instead of acquisition, Rolex has actively fought against AdG, with the Swiss Supreme Court ruling that, while personalization is allowed for personal use, unauthorized marketing of modified watches violates trademark rights.

Key Reasons Against an Acquisition:

    1. Legal Conflicts: Rolex filed a lawsuit against AdG in 2020, challenging the modification and resale of their watches, particularly the use of Rolex, Oyster, and Cosmograph trademarks on customized, non-factory parts.
    2. Brand Protection: Rolex maintains strict control over its intellectual property and brand identity. AdG’s business, which hinges on altering the design and mechanics of Rolex watches, contradicts Rolex’s philosophy of authorized, factory-standard quality.
    3. Direct Competition & Misrepresentation: Rolex argues that AdG’s marketing creates confusion, leading consumers to believe the customized watches are produced or authorized by Rolex.

Why They Might (Hypothetically) Consider It:

      1. Design & Engineering: AdG has demonstrated high-level, creative, and bespoke skills, such as creating specialized titanium, skeletonized, or left-handed models.
      2. Market Trends: A captive, in-house, “certified” customization division could help Rolex tap into the extreme luxury, personal-use market.

Ultimately, for a brand like Rolex, which is operated by a foundation and values consistency, the risks of diluting their reputation and violating their brand protection strategies make an acquisition of a customizer like Artisans de Genève highly improbable.

 

Photo by Artisans de Genève.