Rolex doesn’t even do e-commerce yet, but is it about to take a leap into the Metaverse?
I stumbled across a trademark application filed by Rolex in the United States with all sorts of intriguing concepts, linked to the Rolex name, that the company appears keen to protect.
You can see the full trademark application here.
The trademark application is essentially designed to prevent anybody other than Rolex from using its name in association with a long list of activities.
These include: “downloadable software containing virtual objects, digital collectibles and non-fungible tokens (NFTs); downloadable digital files verified by non-fungible tokens (NFTs); downloadable computer software for use as digital wallets; software capable of displaying products virtually, such as works of art, photographs, images, sounds, avatars, watches”.
Rolex is also protecting financial matters, listing: “money matters; financial patronage and sponsorship services; financial and cryptocurrency transactions with the help of NFTs (non-fungible tokens) and blockchain technologies; virtual currency exchange transactions; electronic transfer of currencies and virtual currencies; services managing assets in digital currencies (cryptocurrencies); providing information about currency exchange; providing online financial information”.
The application even covers: “Designing and developing game and virtual reality software; developing metaverse software; developing software for virtual assets; non-downloadable computer software for designing, producing and modifying animated and non-animated digital designs for watches, smart watches and jewelry”.
There is every chance that this is simply preventing any other party using the Rolex name in association with any of the activities.
But might it also be a signal that Rolex is preparing a step into the Metaverse, NFTs and other virtual assets?
I suspect we are years away from knowing.
