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01 / More than meets the eye

Rolex Takes Canadian Jeweller Bijoux Medusa to Court Over Alleged Counterfeit and Customized Watches

Bijoux Medusa, Julien Duguay, and Rolex 2020s Counterfeit & Criminal Empires Unverified 3/5 wildness

In April 2026, Rolex and its Canadian subsidiary filed a Federal Court of Canada lawsuit against Bijoux Medusa and its owner, Julien Duguay, accusing the Quebec jewellery retailer of trademark infringement and the sale of counterfeit Rolex watches. Rolex alleges that certain watches marketed by Bijoux Medusa as “100% authentic” or “certified pre-owned” contained counterfeit dials, non-genuine components, or allegedly non-original cases, and that some products failed to meet the Swiss manufacturer’s quality standards. The dispute reportedly includes Rolex watches modified by Bijoux Medusa with diamonds and other precious stones. Rolex argues that some of these alterations went beyond legitimate customization and amounted to counterfeit reproductions or imitations of protected Rolex designs, potentially misleading customers about the watches’ origin, authenticity, and quality while damaging the prestige of the brand. Rolex is seeking an injunction barring the disputed trademark uses, destruction of materials bearing its marks unlawfully, and monetary damages. Bijoux Medusa rejects the accusations, calling the action “unfounded” and “vexatious,” insisting that its watches are authentic and arguing that adding precious stones to genuine Rolex timepieces is lawful customization rather than counterfeiting. Because the allegations had not been adjudicated at the time described, the case remains a contentious trademark and authenticity battle rather than a proven criminal counterfeit operation.

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Rolex Takes Canadian Jeweller Bijoux Medusa to Court Over Alleged Counterfeit and Customized WatchesAI concept artwork

Archive Record · 2020s

Counterfeit & Criminal Empires3/5 wildness

Rolex Takes Canadian Jeweller Bijoux Medusa to Court Over Alleged Counterfeit and Customized Watches

Bijoux Medusa, Julien Duguay, and Rolex / 2020s

In April 2026, Rolex and its Canadian subsidiary filed a Federal Court of Canada lawsuit against Bijoux Medusa and its owner, Julien Duguay, accusing the Quebec jewellery retailer of trademark infringement and the sale of counterfeit Rolex watches. Rolex alleges that certain watches marketed by Bijoux Medusa as “100% authentic” or “certified pre-owned” contained counterfeit dials, non-genuine components, or allegedly non-original cases, and that some products failed to meet the Swiss manufacturer’s quality standards. The dispute reportedly includes Rolex watches modified by Bijoux Medusa with diamonds and other precious stones. Rolex argues that some of these alterations went beyond legitimate customization and amounted to counterfeit reproductions or imitations of protected Rolex designs, potentially misleading customers about the watches’ origin, authenticity, and quality while damaging the prestige of the brand. Rolex is seeking an injunction barring the disputed trademark uses, destruction of materials bearing its marks unlawfully, and monetary damages. Bijoux Medusa rejects the accusations, calling the action “unfounded” and “vexatious,” insisting that its watches are authentic and arguing that adding precious stones to genuine Rolex timepieces is lawful customization rather than counterfeiting. Because the allegations had not been adjudicated at the time described, the case remains a contentious trademark and authenticity battle rather than a proven criminal counterfeit operation.

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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 ↗
Showing 1–6 of 1506

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From the Fashion archive

Bijoux Medusa, Julien Duguay, and Rolex / 2020s

Rolex Takes Canadian Jeweller Bijoux Medusa to Court Over Alleged Counterfeit and Customized Watches

Counterfeit & Criminal EmpiresUnverified3/5 wildness

In April 2026, Rolex and its Canadian subsidiary filed a Federal Court of Canada lawsuit against Bijoux Medusa and its owner, Julien Duguay, accusing the Quebec jewellery retailer of trademark infringement and the sale of counterfeit Rolex watches. Rolex alleges that certain watches marketed by Bijoux Medusa as “100% authentic” or “certified pre-owned” contained counterfeit dials, non-genuine components, or allegedly non-original cases, and that some products failed to meet the Swiss manufacturer’s quality standards. The dispute reportedly includes Rolex watches modified by Bijoux Medusa with diamonds and other precious stones. Rolex argues that some of these alterations went beyond legitimate customization and amounted to counterfeit reproductions or imitations of protected Rolex designs, potentially misleading customers about the watches’ origin, authenticity, and quality while damaging the prestige of the brand. Rolex is seeking an injunction barring the disputed trademark uses, destruction of materials bearing its marks unlawfully, and monetary damages. Bijoux Medusa rejects the accusations, calling the action “unfounded” and “vexatious,” insisting that its watches are authentic and arguing that adding precious stones to genuine Rolex timepieces is lawful customization rather than counterfeiting. Because the allegations had not been adjudicated at the time described, the case remains a contentious trademark and authenticity battle rather than a proven criminal counterfeit operation.

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