The New York deli formerly known as Rolex Deli is being sued by luxury watchmaker Rolex for the second time due to its sound-alike new name, Roll-x Deli.
Shawqu Ali was forced to change the name of the deli last month after Rolex Watch U.S.A. won a lawsuit alleging customers would be confused into thinking the eatery's wares match up to the "quality and prestige" of diamond-studded Rolex watches, the New York Daily News reported Monday.
Ali is facing $20,000 in civil contempt fines for taking too long to change his sign -- it was changed in March instead of by October as ordered by the court -- and Rolex has filed a fresh suit alleging the new name, Roll-x Deli, is still too similar to the watch brand name.
Ehab Moustafa, a lawyer for the deli, said the owner was unaware of the $500 per day fines for the late change to the new name, which the lawyer said is legally distinct from Rolex.
"[It] is sufficient," Moustafa said. "Roll-x is totally different."