Don't Confuse Rolex With This Fort Greene Deli

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There's a deli in Fort Greene that goes by the name of Rolex Deli, because the owner, Shawqu Ali feels "it's a name that is associated with quality and prestige." Rolex, the watch company, feels the same way about their own name, which is why they're filing a trademark-infringement suit against the deli for fear that customers could be confused that it is somehow associated with $30,000 watches.

The Post reports that the lawsuit claims the deli gives a "false impression that defendants and their services and goods are in some way affiliated with Rolex." Ali, on the other hand, doesn't get it: "Apparently, Rolex doesn't know the difference between a sandwich and a watch. Regular people know the difference." The only thing "Rolex" about the deli is Ali's watch, which he paid $200 for and says, "Of course it's real."
· Time’s up for Deli [NYP]