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01 / More than meets the eye

The 1880s Longines Counterfeit Offensive and the Birth of Luxury Watch Trademark Warfare

Longines 1880s Counterfeit & Criminal Empires Archive: verified 2/5 wildness

By around 1880, Longines had become sufficiently respected for its precision watches that counterfeiters began imitating the brand. The fakes threatened the company on two fronts: they diverted sales from Ernest Francillon’s expanding Saint-Imier manufacture and risked associating Longines’s name with inferior workmanship. Francillon responded by trademarking the Longines name in 1880 and registering the company’s distinctive winged-hourglass emblem in 1889. The episode captures an early form of luxury-brand counterfeiting before the modern global fake-goods industry existed: reputation itself had become a commercial asset worth defending through formal intellectual-property law. Longines’s winged-hourglass mark subsequently became notable as the oldest unchanged active trademark registered with the World Intellectual Property Organization, giving the company’s anti-counterfeit response an unusually long legal afterlife.

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The 1880s Longines Counterfeit Offensive and the Birth of Luxury Watch Trademark WarfareAI concept artwork

Archive Record · 1880s

Counterfeit & Criminal Empires2/5 wildness

The 1880s Longines Counterfeit Offensive and the Birth of Luxury Watch Trademark Warfare

Longines / 1880s

By around 1880, Longines had become sufficiently respected for its precision watches that counterfeiters began imitating the brand. The fakes threatened the company on two fronts: they diverted sales from Ernest Francillon’s expanding Saint-Imier manufacture and risked associating Longines’s name with inferior workmanship. Francillon responded by trademarking the Longines name in 1880 and registering the company’s distinctive winged-hourglass emblem in 1889. The episode captures an early form of luxury-brand counterfeiting before the modern global fake-goods industry existed: reputation itself had become a commercial asset worth defending through formal intellectual-property law. Longines’s winged-hourglass mark subsequently became notable as the oldest unchanged active trademark registered with the World Intellectual Property Organization, giving the company’s anti-counterfeit response an unusually long legal afterlife.

Archive: verified

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1506 stories

1506 stories in this selection.

01

Counterfeit & Criminal Empires1700s

The Eau de Cologne Imitation Boom That Followed Farina’s 1709 Fragrance Revolution

John Maria Farina / Farina House

John Maria Farina’s fragrance house, established in Cologne in 1709 and registered at its historic premises since 1723, became associated with the early commercial success of Eau de Cologne. The museum’s historical displays document an uncomfortable consequence of that success: because modern copyright protection did not exist at the time, imitations and forgeries of Farina Eau de Cologne quickly appeared on the market. These unauthorized products exploited the reputation of the Farina name and the growing demand for the Cologne fragrance, blurring the line between legitimate perfume manufacture and commercial deception. The surviving distillation equipment, documents, images, and examples of imitated bottles or products preserved by the Farina Fragrance Museum offer a rare view of how intellectual-property problems existed long before contemporary luxury counterfeiting laws. The episode illustrates the vulnerability of early fragrance brands: a successful formula and prestigious name could be copied with little effective legal protection, forcing the original house to rely on reputation, documentation, and recognizable manufacturing traditions to distinguish its product. The continuing presence of those imitations in the museum turns a celebrated history of perfume into an early case study in brand piracy and the difficulties of proving authenticity in the pre-modern luxury market.

Archive: verified ↗
02

Counterfeit & Criminal Empires1990s

The Late-1990s Throwback-Jersey Counterfeit Flood

Mitchell & Ness and counterfeit jersey sellers

By the late 1990s, vintage and throwback sports jerseys had become one of hip-hop's most conspicuous status symbols. Artists wearing expensive Mitchell & Ness jerseys in music videos helped transform old team uniforms into luxury streetwear, with some authentic pieces selling for hundreds of dollars. The garments were no longer merely athletic apparel: they became highly visible markers of celebrity, taste, and spending power.

Unverified ↗
03

Counterfeit & Criminal Empires2010s

The Billion-Dollar Fake Sneaker Economy Behind the Resale Boom

Nike, Air Jordan, Adidas Yeezy, StockX, and GOAT

As limited-edition sneakers began reselling for multiples of their original prices—sometimes exceeding a tenfold return—the collector economy created ideal conditions for counterfeit goods. The source describes fakes as a large-scale market problem affecting sought-after models such as Air Jordans, Nike releases, and Adidas Yeezys. The response was the rise of authentication infrastructure: StockX and GOAT required sellers to send purchased shoes to inspection facilities before they could reach buyers, while eBay introduced an authenticated-sneaker initiative and services such as CheckCheck, Legitmark, and Legit Check App by Ch offered expert image-based verification. The scale of the resale economy intensified the stakes: StockX reported $1.8 billion in merchandise sales in 2020, while its estimate placed the secondary sneaker market at roughly $10 billion in 2021, with projected growth toward $30 billion by 2030. The lasting consequence was a marketplace in which authenticity itself became a paid service and a central battleground between collectors, resellers, and counterfeit producers.

Archive: verified ↗
04

Counterfeit & Criminal Empires1990s

Air Max Hunting: How Japan’s Sneaker Craze Turned Collectors into Mugging Targets

Nike Air Max 95

In the mid-1990s, Nike’s Air Max line—especially the Air Max 95—became so coveted in Japan that sneaker collecting briefly acquired the atmosphere of a street-crime panic. The shoes’ inflated resale prices transformed them from athletic equipment into conspicuous status symbols, and the phenomenon was nicknamed “Air Max hunting.” Wearers could be targeted in public, attacked, and stripped of their shoes, an extraordinary reversal in which the very act of displaying a desirable pair made the owner vulnerable. The demand extended even to used Air Max sneakers, showing that scarcity and cultural prestige had detached the shoes’ value from ordinary considerations of wear and utility.

Archive: verified ↗
05

Counterfeit & Criminal Empires2000s

The $3.5 Million Jewelry Fraud Scheme That Triggered a Lawsuit Against Lloyd’s of London

Jewelry Television (JTV) and Lloyd’s of London

In 2006 and 2007, a person allegedly exploited a bank account belonging to the Office of the Comptroller of the City of New York to purchase more than $3.5 million worth of jewelry through Jewelry Television. The transactions became the center of a criminal scheme and an insurance dispute, prompting JTV to file suit against Lloyd’s of London in the U.S. District Court for Tennessee on March 26, 2008. The episode exposed the vulnerability of high-volume televised jewelry retail, where expensive merchandise could be ordered remotely and financial authorization depended on banking and payment systems operating across jurisdictions. The available account does not identify the perpetrator, describe a broader organized-crime network, or establish that the jewelry itself was counterfeit; the documented fallout was primarily civil litigation over responsibility and insurance coverage.

Archive: verified ↗
06

Counterfeit & Criminal Empires2010s

The 2015 Hatton Garden Safe-Deposit Burglary and the Missing Millions

Hatton Garden Safe Deposit

Over the Easter weekend in April 2015, burglars broke into an underground safe-deposit facility in London's diamond and jewellery quarter and removed valuables from a large number of boxes. Early estimates placed the haul as high as £200 million, although later court reports cited a substantially lower figure of about £14 million, making the precise value disputed. The criminals exploited the district's subterranean infrastructure of vaults, tunnels, workshops, and offices, turning Hatton Garden's hidden architecture into the central instrument of the crime. The Metropolitan Police Flying Squad investigated the burglary, and seven perpetrators were arrested and convicted in March 2016. The case exposed the vulnerability of supposedly secure private storage in the heart of Britain's jewellery capital and became one of the most notorious London heists of the 21st century.

Archive: verified ↗
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From the Fashion archive

Longines / 1880s

The 1880s Longines Counterfeit Offensive and the Birth of Luxury Watch Trademark Warfare

Counterfeit & Criminal EmpiresArchive: verified2/5 wildness

By around 1880, Longines had become sufficiently respected for its precision watches that counterfeiters began imitating the brand. The fakes threatened the company on two fronts: they diverted sales from Ernest Francillon’s expanding Saint-Imier manufacture and risked associating Longines’s name with inferior workmanship. Francillon responded by trademarking the Longines name in 1880 and registering the company’s distinctive winged-hourglass emblem in 1889. The episode captures an early form of luxury-brand counterfeiting before the modern global fake-goods industry existed: reputation itself had become a commercial asset worth defending through formal intellectual-property law. Longines’s winged-hourglass mark subsequently became notable as the oldest unchanged active trademark registered with the World Intellectual Property Organization, giving the company’s anti-counterfeit response an unusually long legal afterlife.

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