Rolex Watch USA Inc v. Meece

UNITED STATES COURT OF APPEALS
FOR THE FIFTH CIRCUIT

_____________________

No. 97-10991
_____________________

ROLEX WATCH USA, INC.,

Plaintiff-Appellant,

versus

ROBERT MEECE, doing business as
American Wholesale Jewelry,

Defendant-Appellee.

_________________________________________________________________

Appeal from the United States District Court
for the Northern District of Texas
_________________________________________________________________
October 21, 1998

Before JOLLY, SMITH, and BARKSDALE, Circuit Judges.

RHESA HAWKINS BARKSDALE, Circuit Judge:

In this appeal by Rolex Watch U.S.A., Inc., from the

injunction it obtained in its trademark infringement action, the

primary issue is whether Rolex is entitled to recover profits and

attorney’s fees from Robert Meece, doing business as American

Wholesale Jewelry. We AFFIRM in part, VACATE in part, and REMAND

for further proceedings.

I.
 Because many of the facts are undisputed, the following is

drawn largely from stipulated facts and the district court’s

findings.

Rolex Watch U.S.A., Inc., is the exclusive distributor in the

United States of watches and products sold under the registered

trademarks of Rolex, which include “Rolex”, “Oyster”, “President”,

“Crown Device”, “Datejust”, “GMT-Master”, “Day-Date”, “Oyster

Perpetual”, and “Submariner”. The “Crown Device” is a crown,

consisting of five prongs, with a ball at the top of each, and an

oval underneath, depicting the base of the crown. The Rolex

trademarks are used in connection with watches and/or watch

bracelets and related products. As of the trial in early 1997, and

with the exception of the registration for “Submariner” (registered

in July 1993), all of these marks had become incontestable pursuant

to 15 U.S.C. § 1065 (generally, registrant’s right to use

registered mark becomes incontestable after mark has been in

continuous use for five consecutive years subsequent to date of

registration).

Rolex advertises its watches extensively in national

magazines, and the watches are sold by authorized dealers, known as

official Rolex jewelers. Rolex watches are known by the purchasing

public as being of high quality, and Rolex consumers are generally

considered to be sophisticated. In addition, there is a

substantial market for used Rolex watches.

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 A Rolex watch consists of the watch movement; the case (which

holds the movement) and winding mechanism; the bezel (a ring which

is pressure-fitted over the crystal to seal it to the watch case,

and which serves a water-proofing function); the dial; and the

bracelet (also referred to as the band), including the clasp which,

when opened, expands the bracelet so that it will fit over the

wearer’s hand. The watches, which are available in a number of

styles, are made of stainless steel, stainless steel and gold, and

gold. They are also available with diamond dials and/or diamond

bezels.

New Rolex watches have a Rolex tag and a green factory sticker

on the back of the watch case. For genuine Rolex bracelets, the

clasps bear the Rolex “Crown Device” trademark on the exterior of

the clasp; the “Rolex” trademark, on the interior. The winding

mechanism bears the “Crown Device”, which also appears on the dial,

along with the “Rolex” trademark and other trademarks, such as

“Oyster Perpetual Datejust”. The “Rolex” trademark is also stamped

on the back of the bezels; therefore, that mark is not visible

unless the bezel is removed.

Authorized Rolex dealers provide Rolex warranties with the

sale of new Rolex products, and also provide services under the

warranty. The warranty distributed with Rolex watches runs for one

year from the date of purchase from an authorized Rolex dealer.

Modification of Rolex watches by the addition or substitution of

parts not provided or authorized by Rolex voids the Rolex warranty.

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And, it is the policy of Rolex not to service its watches which

have been modified with non-Rolex parts.

Meece, doing business as American Wholesale Jewelry, has been

in business since 1979, with average gross annual sales of $4.2

million. He sells parts designed for Rolex and other brands of

watches, and also sells new Rolex watches, to which he adds non-

genuine parts, such as diamond bezels. Meece warrants his products

for one year, and will repair any products returned to him within

a year.

Meece is not affiliated with Rolex, and his activities are not

sanctioned or authorized by Rolex. His advertising is directed

exclusively to the retail jewelry store trade, and he sells only to

jewelers.

Meece’s advertising brochures indicate that his replacement

parts are not genuine Rolex parts; that he is not affiliated with

Rolex; and that the addition of non-Rolex parts will void the Rolex

warranty. However, he stipulated that the parts he sells do not

bear any markings indicating that he is the source; and that he has

not disclosed on invoices or tags either that his non-Rolex parts

are not authorized by Rolex or that their addition voids the Rolex

warranty.

As indicated, Meece deals with jewelers, not with the public.

Indeed, he testified that he makes it a point to “hide from the

public” and “avoid[s] them like the plague”. In a typical

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transaction, an ultimate consumer requests products or services

from a retail jeweler, who in turn places an order with Meece. The

jeweler receives the product from Meece and delivers it to the

ultimate consumer.

But, Meece stipulated that he does not control how his non-

Rolex parts or watches containing non-Rolex parts are sold to

ultimate consumers; and that he has no way of knowing, when a

jeweler places an order, whether there is an actual consumer. The

district court found that subsequent potential purchasers of

“reconstructed” watches, discussed infra, may not have the benefit

of dealing with a jeweler or viewing Meece’s advertising brochures.

Rolex first became aware of the sale of replacement parts by

Meece in the early 1980s. It protested Meece’s use of Rolex

trademarks in his advertising, and demanded that he disclose in his

advertising materials, as well as on tags and invoices, that his

parts were not manufactured by Rolex and that their addition to

Rolex watches voided the Rolex warranty. Meece responded that his

“invoices [were] explicit, and buyers [were] reminded that altering

the manufacturer’s product, or use of unauthorized parts or

accessories void[ed] the manufacturer’s warranty”. Additional

correspondence between Rolex and Meece from December 1990 through

March 1994 reveals further protests by Rolex and further assurances

by Meece.

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 In 1994, Meece began distributing advertising which

prominently pictured Rolex watches, and in which he offered to

convert a used stainless steel Rolex watch into a new gold watch,

using non-genuine parts. In these advertising materials, Meece

used Rolex trademarks to identify non-genuine parts, and pictured

an imitation crown design on non-genuine bracelets, in the same

location as the Rolex “Crown Device” appears on genuine Rolex

bracelets.

In response to this advertising, a Rolex investigator

furnished a used stainless steel Rolex watch to a retail jeweler,

who in turn asked Meece to convert that used watch to a Rolex 18

karat gold “Submariner”. Meece returned the altered watch to the

jeweler with an invoice for $5,520. Rolex discovered that the

watch no longer contained the original movement; instead, a much

older movement, in need of repair, had been substituted.

On a second occasion, the jeweler ordered for Rolex’s

investigator one of Meece’s 18 karat gold “Submariner” watches, as

shown in Meece’s advertisement, but without providing a watch for

conversion. In response to that order, the jeweler received an 18

karat gold “Submariner” watch with a used genuine Rolex movement,

a non-genuine bracelet, bezel, and case, and a genuine, but

refinished, Rolex dial. The watch arrived in a genuine Rolex

leather box bearing Rolex trademarks.

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 Moreover, shortly before trial in early 1997, Rolex’s

investigator purchased a new Rolex watch from Meece, which had been

“enhanced” with the addition of non-genuine parts (diamond bezel

and diamond dial). The watch had the green Rolex factory sticker

on the back of the case; and it included a Rolex tag, a Rolex

warranty (in a foreign language), and Rolex instructional

materials, which Meece admitted he had copied and surrounded with

a border of Rolex “Crown Device” designs.

Neither the watch, nor the accompanying literature, contained

any markings to indicate the presence or source of non-genuine

parts or any disclosures that Rolex would not warrant or service

the watch. When confronted at trial with the watch, Meece

testified initially that he was unaware of Rolex watches being

shipped in such a manner; but later, he acknowledged that he was

sending his products with the copied instruction sheet “to

everyone” and shipped such enhanced new watches “with everything it

came with”, including warranties, tags, and boxes.

Meece stipulated that the quality of his non-genuine Rolex

replacement parts is not as good as genuine Rolex parts; that he

has had quality problems when bracelets have fallen apart in two

instances; that his bracelets are not the same weight as genuine

Rolex bracelets; and that some of the diamonds he has used were of

“poor quality”. Moreover, he testified that he does not pressure-

test watches after installing his non-genuine bezels.

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 At trial, in their briefs, and at oral argument, the parties

have not been consistent in describing the types of Meece products

at issue, which has caused considerable difficulty. Likewise, in

its opinion, the district court referred to Meece’s products as

“individual replacement parts” and, interchangeably, as

“reconstructed watches”, “converted watches”, and “modified Rolex

watches”. For purposes of clarity, we will refer to the products

as follows:

1. Parts. The parts at issue are non-genuine parts (bezels,

bracelets, buckles, clasps, and cases) designed solely for use on

genuine Rolex watches, which Meece sold separately from complete

watches. Although the bracelets are stamped “Made in Italy”, none

of the parts were marked to indicate their source was Meece or

American Wholesale Jewelry.

2. Enhanced New Watches. This category consists of new,

genuine Rolex watches, which Meece purchased and then “enhanced” by

substituting non-genuine parts, such as diamond bezels and/or

bracelets. It also includes new, genuine Rolex watches from which

Meece removed the dials, drilled holes in them, added diamonds,

refinished the dials, and then re-installed them on the watches.

Rolex claims that it first learned of such activities during

discovery, when Meece produced invoices reflecting over $1.8

million in sales of new Rolex watches which had been enhanced to

imitate more expensive Rolex watches by the substitution of lesser-

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quality, non-genuine parts. In its appellate brief, Rolex refers

to this category as “reconstructed” watches, and asserts that the

district court’s injunction prohibits Meece from selling them. At

oral argument, Rolex referred to this category of watches as “brand

new” genuine Rolex watches “enhanced” by Meece with non-genuine

parts, and continued to maintain that the sale of such watches is

enjoined.

The district court’s findings of fact and conclusions of law

do not expressly address this discrete category of watches.

Instead, as discussed infra, the court appears to have used the

term “reconstructed” to refer to both old and new Rolex watches to

which Meece added or substituted non-genuine parts.

In his appellate brief, Meece maintains that the injunction

does not prohibit the sale of new Rolex watches enhanced with non-

genuine parts. According to Meece, enhancement of new watches does

not constitute conversion of watches, and he does not “reconstruct”

a watch when he adds replacement parts. At oral argument, Meece

repeated his assertion that a “reconstructed” watch, within the

meaning of the injunction, is the same as a “converted” watch,

discussed below. As explained infra, we interpret the injunction

as prohibiting, inter alia, the sale of enhanced new watches.

3. Converted Used Watches. This category includes used Rolex

watches which Meece “converted” by recasing genuine old Rolex

movements in non-genuine Rolex cases and substituting other non-

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genuine parts. The district court found that Meece had abandoned

the practice of performing complete conversion services.

As noted, Meece asserted at oral argument that there is no

difference between “converted” and “reconstructed” watches, and

that this is the only category of watches to which the district

court’s injunction applies. As also noted, the district court

appears to use the term “reconstructed” to refer to both old and

new watches to which Meece has added parts, and the term

“converted” to refer to Meece’s practice of taking a stainless

steel Rolex watch and adding non-genuine gold replacement parts “to

produce a reconstructed watch that simulates a Rolex Submariner or

other watch”.

4. Non-Genuine Bracelets with Genuine Rolex Clasps. This

category consists of non-genuine bracelets on which Meece installed

the customer’s original, genuine Rolex clasp, bearing Rolex

trademarks. This activity was enjoined by the district court;

Meece claims that he no longer engages in it.

The Meece products having been defined, we can turn to the

issues presented in district court. In its complaint, Rolex

claimed, inter alia, that Meece’s activities constituted trademark

infringement and trademark counterfeiting, in violation of 15

U.S.C. § 1114(1); false designation of origin, false descriptions,

and false representations, in violation of 15 U.S.C. § 1125(a); and

unfair competition and dilution under Texas law. Meece countered

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with affirmative defenses of laches, acquiescence, and estoppel, as

well as counterclaims premised on state law.

Following a hearing on Rolex’s motion for a preliminary

injunction, the district court, in August 1995, enjoined Meece and

American Wholesale Jewelry from performing any services which would

involve injecting into commerce a watch bearing a Rolex mark which

is reconstructed with generic replacement parts and which simulates

a Rolex watch. The court denied such relief with respect to

Meece’s sale of individual replacement parts and with respect to

Rolex’s claim of likely confusion resulting from the sale of

watches that resembled a genuine Rolex watch — they had the name

“Geneve” on the dial and an emblem resembling a crown on the

bracelet. The preliminary injunction noted that Meece had

converted only six used Rolex watches, two of which had been sold

to Rolex’s investigator, and that Meece was no longer advertising

such conversion services.

A two-day bench trial was held in February 1997. Rolex sought

an injunction (1) prohibiting Meece’s sale of enhanced new watches;

(2) requiring Meece to identify the source of his replacement parts

by engraving the bracelet clasp, by placing disclosures on tags,

labels, and invoices accompanying non-genuine parts, and by

clarifying the disclaimer in his promotional materials; and (3)

requiring Meece to obtain statements from his jeweler customers

that the jewelers’ customers had been advised of the non-genuine

nature of the replacement parts. Rolex requested profits and

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attorney’s fees with respect to the enhanced new and converted used

Rolex watches and the non-genuine bracelets with genuine Rolex

clasps.

In August 1997, the district court entered findings of fact

and conclusions of law and issued a final judgment and permanent

injunction. It rejected Meece’s claims of laches, acquiescence, or

estoppel; and held that Rolex had established a “substantial

likelihood of confusion” regarding Meece’s sale of “reconstructed”

watches:

The reconstructed Submariner watch bears
a high degree of similarity to a completely
genuine Rolex watch and a prospective
purchaser of the watch would likely confuse
the reconstructed watch with a genuine Rolex.
American Wholesale’s name does not appear on
the generic parts. Also, the internal
markings on the parts, such as “made in
Italy”, would not dispel the likelihood of
confusion on a completely reconstructed watch.

From the perspective of secondary
purchasers, a watch reconstructed with generic
parts from American Wholesale, bearing a Rolex
trademark, would create a substantial
likelihood of confusion.... Rolex faces a
substantial threat of harm in the face of
sales of such reconstructed watches by Meece.

Accordingly, Meece was enjoined from

performing any services which would involve
injecting into commerce a watch bearing a
Rolex mark which is reconstructed with generic
replacement parts and which simulates a Rolex
Submariner or other Rolex watch. For example,
[Meece] is enjoined from receiving, or using
from stock, stainless steel or other Rolex
watches or movements and reconstructing them
with generic parts into watches simulating a
Submariner or other Rolex watch.

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 In addition, the district court found that, although Meece’s

non-genuine bracelets were marked “Made in Italy” and “[a]

sophisticated Rolex consumer would likely be aware that the band

was not a genuine Rolex band”, “the likelihood of confusion for

secondary purchasers increases by using the original [genuine]

clasp on the replacement band”. Therefore, it enjoined Meece from

“selling replacement bands to customers with the consumers’

original clasps bearing the Rolex mark substituted onto the

replacement band”. And, the court enjoined Meece from

“accompanying modified Rolex watches with copies of instructions

bearing the Rolex mark”.

On the other hand, the court found that Meece’s “individual

replacement parts do not pose the same potential for confusion as

a completely reconstructed watch”; and that “the mark used by Meece

[on non-genuine bracelet clasps] is not sufficiently similar to be

likely to cause confusion with the Rolex mark”. Moreover, it

concluded that Meece’s sale of individual Rolex replacement parts

did not constitute contributory infringement, stating that there

was “insufficient evidence to find that buyers of [Meece’s] parts

are using the parts to create simulated Rolex watches to infringe

upon Rolex’s trademarks”; and that the evidence did not establish

“that Meece is inducing others to infringe or that he knows that he

is selling replacement parts to people who are using the parts to

make reconstructed, infringing watches”.

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 Likewise, the court refused Rolex’s request to require

disclosure by Meece by engraving parts or on tags, labels, or

invoices, and refused to enjoin Meece’s use of Rolex trademarks to

identify replacement parts in his advertising materials. The court

concluded that, “[a]s long as it is clear to the purchaser that the

replacement part is not an authentic Rolex part, ... there is no

reason to enjoin [Meece] from stating that the replacement part

fits a particular Rolex product”.

Finally, the court held that Rolex was not entitled to an

award of Meece’s profits because “profits derived from the sale of

converted infringing watches [were] de minimis”; and that, because

Meece’s infringing conduct was not deliberate, attorney’s fees

would not be awarded Rolex. (The state law claims by Rolex and

Meece were dismissed.)

II.

Meece does not challenge the injunction, including the

prohibition against “performing any services which would involve

injecting into commerce a watch bearing a Rolex mark which is

reconstructed with generic replacement parts and which simulates a

Rolex Submariner or other Rolex watch”. He contends, however, as

discussed throughout, that the prohibition does not apply to his

sale of enhanced new watches. And, not at issue is Meece being

enjoined from “selling replacement bands to customers with the

consumers’ original clasps bearing the Rolex mark substituted onto

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the replacement band” and from “accompanying modified Rolex watches

with copies of instructions bearing the Rolex mark”.

On the other hand, Rolex contends that the district court

erred (1) by failing to find that Meece’s enhanced new watches,

converted used watches, and bracelets with genuine Rolex clasps

were counterfeit and by failing to accordingly award treble profits

and attorney’s fees; (2) by failing to find that Meece was a

deliberate infringer and by failing to accordingly award Rolex

profits and attorney’s fees; (3) by finding that Meece’s sale of

individual parts did not constitute contributory infringement; (4)

by not enjoining Meece’s use of his mark on non-genuine bracelets;

(5) by not requiring disclosures with respect to Meece’s sales of

individual parts; and (6) by not enjoining Meece’s use of Rolex

trademarks to describe individual parts in his advertising

materials.

“We review the district court’s decision whether to grant or

deny an injunction and the scope and form of the injunction for an

abuse of discretion.” Pebble Beach Co. v. Tour 18 I Ltd., 155 F.3d

526, 550 (5th Cir. 1998). Findings of fact are reviewed for clear

error; conclusions of law, de novo. FED. R. CIV. P. 52(a); Pebble

Beach, 155 F.3d at 537; Elvis Presley Enterprises, Inc. v. Capece,

141 F.3d 188, 196 (5th Cir. 1998).

A.

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 Concerning the underlying liability required before profits

and attorney’s fees can be awarded, the Lanham Act provides in

pertinent part:

(1) Any person who shall, without the
consent of the registrant—

(a) use in commerce any
reproduction, counterfeit, copy, or
colorable imitation of a registered
mark in connection with the sale,
offering for sale, distribution, or
advertising of any goods or services
on or in connection with which such
use is likely to cause confusion, or
to cause mistake, or to deceive ...

shall be liable in a civil action by the
registrant for the remedies hereinafter
provided....

15 U.S.C. § 1114(1)(a) (emphasis added). As noted, the district

court’s conclusion that Meece violated § 1114(1)(a) was based on

finding that, “[f]rom the perspective of secondary purchasers, a

watch reconstructed with generic parts from American Wholesale,

bearing a Rolex trademark, would create a substantial likelihood of

confusion”.

Remedies for violation of § 1114(1)(a) are found in 15 U.S.C.

§§ 1116 (injunctive relief), 1117 (profits, damages, costs,

attorneys’ fees), and 1118 (destruction of infringing articles).

At issue is § 1117.

Section 1117(a) provides, in pertinent part, that a successful

plaintiff is entitled,

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 subject to the principles of equity, to
recover (1) defendant’s profits, (2) any
damages sustained by the plaintiff, and (3)
the costs of the action.... If the court
shall find that the amount of the recovery
based on profits is either inadequate or
excessive the court may in its discretion
enter judgment for such sum as the court shall
find to be just, according to the
circumstances of the case. Such sum in either
of the above circumstances shall constitute
compensation and not a penalty. The court in
exceptional cases may award reasonable
attorney fees to the prevailing party.

(Emphasis added.)

Our court has considered the following non-exclusive list of

factors in determining whether an award of profits under § 1117(a)

is appropriate:

(1) whether the defendant had the intent to
confuse or deceive, (2) whether sales have
been diverted, (3) the adequacy of other
remedies, (4) any unreasonable delay by the
plaintiff in asserting his rights, (5) the
public interest in making the misconduct
unprofitable, and (6) whether it is a case of
palming off.

Pebble Beach, 155 F.3d at 554. See also George Basch Co., Inc. v.

Blue Coral, Inc., 968 F.2d 1532, 1540 (2d Cir.) (to recover profits

under § 1117(a), the “plaintiff must prove that an infringer acted

with willful deception”), cert. denied, 506 U.S. 991 (1992);

International Star Class Yacht Racing Ass’n v. Tommy Hilfiger,

U.S.A., Inc., 80 F.3d 749, 753 (2d Cir. 1996) (“In order to recover

an accounting of an infringer’s profits, a plaintiff must prove

that the infringer acted in bad faith”); Lindy Pen Co., Inc. v. Bic

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Pen Corp., 982 F.2d 1400, 1405 (9th Cir.) (“Willful infringement

carries a connotation of deliberate intent to deceive”), cert.

denied, 510 U.S. 815 (1993); Alpo Petfoods, Inc. v. Ralston Purina

Co., 913 F.2d 958, 968 (D.C. Cir. 1990) (“an award based on a

defendant’s profits requires proof that the defendant acted

willfully or in bad faith”); Frisch’s Restaurants, Inc. v. Elby’s

Big Boy, 849 F.2d 1012, 1015 (6th Cir. 1988) (“For a court to order

an accounting ..., bad faith must be shown”); Maltina Corp. v. Cawy

Bottling Co., Inc., 613 F.2d 582, 585 (5th Cir. 1980) (“district

court properly ordered [defendant] to account to the plaintiffs for

the profits it earned from its willful infringement”).

Similarly, § 1117(a) expressly permits an award of attorney’s

fees only in “exceptional cases”. “[T]he exceptional case is one

in which the defendant’s trademark infringement can be

characterized as malicious, fraudulent, deliberate, or willful, and

... it has been interpreted by courts to require a showing of a

high degree of culpability”. Martin’s Herend Imports, Inc. v.

Diamond & Gem Trading USA, Co., 112 F.3d 1296, 1305 (5th Cir. 1997)

(internal quotation marks and citation omitted); see also Pebble

Beach, 155 F.3d at 555-56.

But, for use of a counterfeit mark, § 1117(b) provides that,

[i]n assessing damages under subsection (a) of
this section, the court shall, unless the
court finds extenuating circumstances, enter
judgment for three times such profits or

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 damages, whichever is greater, together with a
reasonable attorney’s fee, in the case of any
violation of section 1114(1)(a) of this title
... that consists of intentionally using a
mark or designation, knowing such mark or
designation is a counterfeit mark (as defined
in section 1116(d) of this title), in
connection with the sale, offering for sale,
or distribution of goods or services....

(Emphasis added.)

Thus, under subsection (a), for willful or deliberate

infringement, the district court may award profits “subject to the

principles of equity”; and, in “exceptional cases”, it may award

attorney’s fees. But, for counterfeiting cases, under subsection

(b), the court “shall” award treble profits and attorney’s fees,

“unless the court finds extenuating circumstances”.

As noted, the district court concluded that Rolex was not

entitled to an award of profits under § 1117(a), because the

“profits derived from the sale of converted, infringing watches

[are] de minimis” and because Meece did not engage in deliberate

infringement. But, it did not address, even by implication,

whether Meece’s activities constituted trademark counterfeiting

and, therefore, did not consider whether Rolex was entitled to the

remedies available under subsection (b), to include whether there

were extenuating circumstances within the meaning of that

subsection.

Rolex contends that the district court clearly erred by

finding that Meece’s profits were de minimis; that it erred by

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failing to address, under § 1117(b), whether Meece’s activities

constituted trademark counterfeiting and by failing, as a result,

to award treble profits and attorney’s fees; and that it was

entitled to an award of profits and attorney’s fees under §

1117(a), because Meece’s activities at least constituted deliberate

infringement.

1.

The Lanham Act “expressly confers upon the district judges

wide discretion in determining a just amount o[f] recovery for

trademark infringement”. Martin’s Herend Imports, 112 F.3d at

1304. “The purpose of section 1117 is to take all the economic

incentive out of trademark infringement”. Intel Corp. v. Terabyte

Int’l, Inc., 6 F.3d 614, 621 (9th Cir. 1993) (internal quotation

marks and citations omitted); see also Maltina, 613 F.2d at 585

(agreeing with reasoning of Ninth Circuit that “awarding an

accounting [of profits] would further Congress’ purpose in enacting

[§ 1117] of making infringement unprofitable”). “In assessing

profits the plaintiff shall be required to prove defendant’s sales

only; defendant must prove all elements of cost or deduction

claimed.” 15 U.S.C. § 1117(a).

Rolex produced Meece’s invoices reflecting enhanced new watch

sales of $1,813,748; “convert/converted” used watch sales of

$26,475; and sales of non-genuine bracelets with genuine Rolex

clasps of $5,940.

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 Meece testified that he had a gross profit of 13 percent and

an overhead of seven percent, resulting in a before-tax profit of

six percent. According to Meece, that six percent is comprised of

five to five-and-one-half percent on accessories and less than one

percent on new watches. He testified that his gross profit on

accessories was between 20 and 25 percent; but, in his post-trial

brief, he claimed that he had a 25 percent profit on diamond

bezels, dials, and bands. Meece produced no documentary evidence

to support those figures, and offered no evidence as to the nature

or amount of his overhead expenses. Although he listed his

financial statements as exhibits, he did not introduce them into

evidence.

Rolex asserts that Meece’s testimony is insufficient to

support any deductions from sales and that it is therefore entitled

to an award of the entire $1,846,163 in sales, trebled, because, as

discussed infra, it claims that the goods were counterfeit.

Alternatively, based on Meece’s testimony, Rolex calculates Meece’s

profits as follows:

$15,819.08 - 1% profit on $1,581,908 (new watches)

$57,960.00 - 25% profit on $231,840 (Meece parts added

to new watches)

$ 6,618.75 - 25% profit on $26,475 (converted used watches)

$ 1,485.00 - 25% profit on $5,940 (Rolex clasps on non-

Rolex bands)

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 $81,882.83 - TOTAL

Rolex asserts that, even accepting Meece’s profit percentages, this

amount is not de minimis.

As stated, Meece was enjoined from “performing any services

which would involve injecting into commerce a watch bearing a Rolex

mark which is reconstructed with generic replacement parts and

which simulates a Rolex Submariner or other Rolex watch”. Rolex

does not challenge that portion of the injunction, which it

interprets as prohibiting, inter alia, Meece’s sale of enhanced new

watches. Meece maintains, however, that the district court found

no counterfeiting because it found no infringement as to enhanced

new watches. According to Meece, the district court “did not

enjoin the sale of watches that have merely been enhanced or

repaired”. Meece maintains that he does not “reconstruct” a watch

when he adds parts, and that a “reconstructed” watch is the same as

a “converted” watch.

The injunction would seem to encompass both enhanced new

watches and converted used watches, because both types contain

generic replacement parts and simulate genuine Rolex watches. And,

both enhanced new watches and converted used watches seem to pose

the same threat of harm to Rolex from the perspective of secondary

purchasers; the district court found that “a watch reconstructed

with generic parts from American Wholesale, bearing a Rolex

trademark, would create a substantial likelihood of confusion”.

- 22 -
But, in that Meece’s sales of enhanced new watches exceeded $1.8

million and his profits from such sales exceeded $80,000, it is

difficult to square that interpretation with the district court’s

finding that Meece’s “profits derived from the sale of converted,

infringing watches [are] de minimis”.

Considering all of the evidence and, especially, the district

court’s findings regarding the likelihood of confusion with respect

to secondary purchasers, we interpret the injunction as prohibiting

the sale of enhanced new watches and converted used watches. That

interpretation is also supported by case law interpreting the

Lanham Act as prohibiting a party from making changes in integral

parts of a product and then selling the modified product under the

original trademark without full disclosure.

For example, in Bulova Watch Co. v. Allerton Co., 328 F.2d 20

(7th Cir. 1964), the defendant removed genuine Bulova watch

movements, bearing the Bulova trademark on the dial, from their

original Bulova cases and placed the movements in diamond-decorated

cases. Id. at 21. The defendant then sold the watches under the

trade name “Treasure Mates”. Id. The Seventh Circuit affirmed the

district court’s finding that the recasing operation resulted in “a

different product”; and held that the district court erred by not

enjoining the use of the Bulova trademark on the recased watches.

Id. at 23-24. As noted, the bezel on a Rolex watch is a necessary

and integral part of the watch and serves a water-proofing

- 23 -
function. Obviously, bracelets and dials are also necessary,

integral parts: a watch cannot be worn without a bracelet; and,

the watch cannot serve its purpose of timekeeping without a dial.

Including Meece’s sales of enhanced new watches, Rolex proved

infringing sales of $1,846,163; based on Meece’s testimony, his

profits on those sales totaled $81,882.83. We reject Rolex’s

contention that Meece produced insufficient evidence to establish

deductions from gross sales. But, the district court clearly erred

by finding those profits de minimis.

Nevertheless, it does not automatically follow that Rolex is

entitled to treble profits. As stated, under § 1117(a), an award

of profits requires proof of willful or deliberate infringement,

and the decision whether to award profits is subject to equitable

considerations. And, under § 1117(b), treble profits are available

only if the activity involves trademark counterfeiting, and the

court does not find extenuating circumstances. “Under either

subsection, awards are never automatic and may be limited by

equitable considerations”. Intel, 6 F.3d at 620 (internal

quotation marks and citations omitted).

2.

For the seizure remedy for counterfeit goods, a “counterfeit

mark” is defined as

(i) a counterfeit of a mark that is
registered on the principal register in the
United States Patent and Trademark Office for
such goods or services sold, offered for sale,

- 24 -
 or distributed and that is in use, whether or
not the person against whom relief is sought
knew such mark was so registered; or

(ii) a spurious designation that is
identical with, or substantially
indistinguishable from, a designation as to
which the remedies of this chapter are made
available by reason of section 380 of Title
36....

15 U.S.C. § 1116(d). Similarly, § 1127 defines a “counterfeit” as

“a spurious mark which is identical with, or substantially

indistinguishable from, a registered mark”. 15 U.S.C. § 1127.

Again, Rolex claims that Meece’s enhanced new watches,

converted used watches, and bracelets with genuine Rolex clasps are

counterfeit. In selling those items, Meece did not copy or imitate

Rolex’s trademarks; quite to the contrary — those items bear

original Rolex trademarks. For example, Rolex asserts that, once

Meece added non-genuine parts to genuine Rolex watches bearing

original Rolex trademarks, the watches on which those trademarks

appear are no longer Rolex’s product and are, therefore,

counterfeit within the meaning of §§ 1116(d) and 1127.

Accordingly, it contends that, under § 1117(b), it is entitled to

treble profits and attorney’s fees.

Because Meece’s items in question bore original Rolex

trademarks, rather than imitations or copies of those trademarks,

they would not seem to be “counterfeit” in the literal sense.

Nevertheless, other courts have found that similar uses of genuine

trademarks constitute counterfeiting. In Westinghouse Elec. Corp.

- 25 -
v. General Circuit Breaker & Electric Supply, Inc., 106 F.3d 894

(9th Cir.), cert. denied, ___ U.S. ___, 118 S. Ct. 155 (1997), the

defendant sold used Westinghouse circuit breakers after

reconditioning them and attaching labels bearing the Westinghouse

trademark. The Ninth Circuit noted that “[t]he original

Westinghouse labels are not themselves ‘counterfeits’ in the

literal sense”, but concluded, nevertheless, that the products were

counterfeit. Id. at 900. “When an original mark is attached to a

product in such a way as to deceive the public, the product itself

becomes a ‘counterfeit’ just as it would if an imitation of the

mark were attached.” Id.

Likewise, in General Elec. Co. v. Speicher, 877 F.2d 531, 534

(7th Cir. 1989), the Seventh Circuit concluded that the defendant’s

placement of non-General Electric products in boxes that General

Electric had stamped with its registered “GE” trademark constituted

trademark counterfeiting. And, similarly, in Intel, 6 F.3d at 619-

20, the Ninth Circuit concluded that the defendant’s practice of

purchasing genuine Intel math coprocessors and relabeling and

selling them as faster and more expensive coprocessors constituted

counterfeiting. “When the chip genuinely from Intel was marked

with a speed designation Intel would not have given it, the chip

became a counterfeit Intel 80287-10 instead of a true Intel 80287-

6." Id. at 620. See also Joy Manufacturing Co. v. CGM Valve &

Gauge Co., Inc., 730 F. Supp. 1387, 1396 (S.D. Tex. 1989)

- 26 -
(reconditioned valves sold under plaintiff’s trademark found

counterfeit).

There is considerable evidence that Meece’s activities with

respect to the items in issue constitute trademark counterfeiting.

For example, new, genuine Rolex watches were modified by Meece with

non-genuine parts to make them resemble more expensive Rolex

watches. Although Rolex was still the source of the watches, it

was not responsible for the non-genuine diamond bezels added by

Meece, or for refinishing and placing diamonds in the genuine Rolex

dials, or for any diamonds Meece added to the bracelets. Rolex did

not perform or authorize the modifications, and its warranty was

voided by Meece’s activities. Meece, not Rolex, stood behind the

watches; but the trademark suggested otherwise.

In this regard, Rolex introduced evidence that Meece

distributed enhanced new watches without any markings or

disclosures that would reach ultimate consumers or secondary

purchasers; and that the watches contained the Rolex factory seal

and the Rolex tag and were distributed in genuine Rolex boxes, with

winding instructions copied from a Rolex booklet. Meece stipulated

that he does not control how watches containing non-Rolex parts are

sold to the ultimate consumer; and that, when he sells to

retailers, he has no way of knowing if there is an actual consumer.

Accordingly, we must remand this action for the district court

to determine whether Meece’s use of Rolex trademarks on the

- 27 -
enhanced new watches, converted used watches, and non-genuine

bracelets with genuine Rolex clasps caused them to be “counterfeit”

within the meaning of §§ 1116(d) and 1127; and, if they were, it

should, pursuant to § 1117(b), award profits (trebled) and

attorney’s fees to Rolex, unless it finds “extenuating

circumstances”.

3.

In addition, Rolex asserts that it is otherwise entitled to an

award of profits and attorney’s fees under § 1117(a), because

Meece’s activities at least constituted deliberate infringement.

In finding no deliberate infringement, the district court stated

that Meece “attempted to ‘ride the line’ but did not intend to

cross it”. We review this finding for clear error.

Rolex contends that the following evidence proves deliberate

infringement: (1) Meece’s false representation that he complied

with all Rolex requests for disclosures as to individual

replacement parts; (2) his substitution of an older Rolex movement

when converting the used stainless steel Rolex watch submitted by

Rolex’s investigator; (3) his sale of over $1.8 million in enhanced

new Rolex watches accompanied by the Rolex warranty (which Meece

knew was void), the Rolex factory sticker, and the Rolex tag; (4)

his sales of enhanced new watches accompanied by copied Rolex

instruction sheets with a border of Rolex “Crown Device” designs;

(5) his sale of enhanced new Rolex watches in original Rolex boxes;

- 28 -
(6) his sale of enhanced new Rolex watches without any disclosure

to consumers as to the presence or origin of the non-genuine parts;

(7) his repeated use of marks resembling the Rolex “Crown Device”

mark, including a five-prong crown displayed in his catalog years

after he allegedly discontinued use of that design; (8) his use of

Rolex trademarks (“President”, “Oyster”, etc.) to identify his non-

genuine watch parts, before and after suit was filed; (9) his

advertisement of his conversion services for over a year after

entry of the preliminary injunction, which Meece understood as

enjoining such services; and (10) his placement of genuine Rolex

clasps, bearing the Rolex trademarks, on non-genuine bracelets.

Rolex posits that there is no explanation for Meece’s conduct other

than to profit from the use of Rolex marks in a manner that

deceives consumers, takes sales away from Rolex, and damages its

reputation.

Rolex maintains that, in other cases, similar activities have

been found to constitute deliberate infringement. It cites Joy

Manufacturing Co. v. CGM Valve & Gauge Co., Inc., 730 F. Supp. 1387

(S.D. Tex. 1989), where the defendant used unauthorized nameplates

bearing the plaintiff’s mark on valves that defendant refurbished

to look like new, and failed to mark the valves as used or

reconditioned. Id. at 1391. The court found the conduct willful,

entitling plaintiff to trebled profits under § 1117(a), and a fee

award under the exceptional case provision. Id. at 1395-96.

- 29 -
 The conduct of the defendant in Joy was much more egregious

than Meece’s. In Joy, the court found that, as a result of other

lawsuits, the defendant was fully aware that its practices were

unlawful and that, even after being enjoined from such acts in a

number of cases, the defendant continued to use counterfeit

nameplates of other valve manufacturers on its reconditioned

valves.

Rolex also relies on Sealy, Inc. v. Easy Living, Inc., 743

F.2d 1378, 1384-85 (9th Cir. 1984), where the defendants sold

genuine Sealy mattresses together with non-Sealy foundations with

identical fabric covering. The combined mattress and foundation

appeared to be a matched set, and the defendants advertised the

product as a Sealy mattress and matching foundation. There was

evidence that retail salesmen made no effort to correct consumers’

mistaken impressions that the foundation was a Sealy product. The

Ninth Circuit affirmed the district court’s finding the conduct to

constitute willful and deliberate, bad faith infringement,

justifying an award of attorney’s fees. The court noted that

“[t]here was substantial evidence tending to show that [defendants]

manufactured and sold their look-alike foundations deliberately to

deceive consumers and to take advantage of Sealy’s brand

identification”. Id. at 1384. Here, there is no evidence that

Meece intended that his products would be passed off as Rolex

products, and his advertising indicated that his products were not

- 30 -
Rolex products and that American Wholesale was not affiliated with

Rolex.

As the district court noted, Rolex and Meece had co-existed

for over ten years. Meece advertised and sold his products only to

retail jewelers, not to ultimate consumers. In his advertising

materials, he made efforts to disclose to his customers (retail

jewelers) that he was not affiliated with Rolex and that the

addition of his parts to genuine Rolex watches voided the Rolex

warranty. There is very little evidence that Meece made a

concerted effort to palm off his products to his customers (retail

jewelers) or to ultimate consumers as Rolex products. Accordingly,

we conclude that the district court did not clearly err by finding

no deliberate infringement. As a result, it did not err by

refusing to award profits and attorney’s fees under § 1117(a).

B.

Rolex maintains that the district court erred by not finding

that Meece’s sales of unmarked non-genuine parts designed to fit

Rolex watches constituted contributory infringement. In

conjunction, it urges that Meece should have been enjoined to

include disclosures to ensure that such parts are not being used

for infringement purposes by his customers. The court ruled that

the evidence did not support finding “that Meece is inducing others

to infringe or that he knows that he is selling replacement parts

- 31 -
to people who are using the parts to make reconstructed, infringing

watches”.

The doctrine of contributory infringement is discussed in

Inwood Labs., Inc. v. Ives Labs., Inc., 456 U.S. 844, 853-54 (1982)

(emphasis added):

[L]iability for trademark infringement can
extend beyond those who actually mislabel
goods with the mark of another. Even if a
manufacturer does not directly control others
in the chain of distribution, it can be held
responsible for their infringing activities
under certain circumstances. Thus, if a
manufacturer or distributor intentionally
induces another to infringe a trademark, or if
it continues to supply its product to one whom
it knows or has reason to know is engaging in
trademark infringement, the manufacturer or
distributor is contributorily responsible for
any harm done as a result of the deceit.

1.

Accordingly, Meece is liable for contributory infringement by

distributing parts if he “continue[d] to supply [his parts] to one

whom [he knew] or ha[d] reason to know is engaging in trademark

infringement”. Id. at 854. Rolex points to Meece’s admissions

that his replacement parts are made to fit Rolex watches and that

he knows of no other watch that they fit; and that, even with his

15 years’ experience, Meece could be fooled as to whether a Rolex

watch contains non-genuine parts. Rolex asserts that, accordingly,

Meece had reason to know that his non-genuine parts, designed to

fit only Rolex watches, were destined to end up in infringing

watches.

- 32 -
 The district court did not clearly err by finding no

contributory infringement. There was no evidence that Meece sold

large quantities of parts to any single retailer. Instead, he sold

only one or, at most, a few parts at a time to numerous jewelers.

He testified that there was no group of jewelers or any particular

jeweler who purchased a large number of replacement parts.

Although Meece had no control over what the jewelers did with the

parts he sold to them, there is no evidence that he continued to

supply parts to jewelers he either knew, or had reason to know,

were engaging in trademark infringement.

2.

In any event, Rolex asserts that the district court erred by

not requiring adequate disclosures to identify non-genuine parts,

claiming that disclosures are necessary to prevent contributory

infringement. Rolex urges that Meece should disclose on tags and

invoices that his replacement parts do not originate with Rolex and

that Rolex will not guarantee or service watches containing such

parts. And, because tags and invoices may be discarded by the

jewelers to whom Meece sells the parts, Rolex maintains that Meece

should also obtain statements from jewelers advising that they have

disclosed to the jeweler’s customers (ultimate consumers) the same

information as disclosed to the jewelers on Meece’s tags and

invoices. Rolex asserts that permanent engraving of Meece

bracelets could be accomplished inexpensively, and that statements

- 33 -
from jewelers regarding disclosures to consumers could be easily

accomplished.

Meece responds that most of the requested disclosures already

appear in his advertising materials, warranties, and invoices;

that disclosing on tags that his replacement parts do not originate

with Rolex and that Rolex will not guarantee or service watches

containing such parts is “impractical and impossible due to the

volume of parts sold, the size and shape of the parts, and the

difficulty in attaching a document to a dial or link”; and that

engraving his non-genuine bracelets is impractical, because he

obtains them from different suppliers, and it would destroy the

value of the jewelry. He contends further that an injunction

limiting the sale of replacement parts to jewelers who furnish

written statements that they have disclosed to their customers that

Meece’s replacement parts do not originate with Rolex and that the

addition of such parts voids the Rolex warranty, is impractical,

because his orders are taken over the telephone and shipped to

jewelers; and that such a requirement would create more bookkeeping

duties, “as he would have to match each statement to the order to

which it relates”, and he fills approximately 3,500 orders per

year. He asserts also that requiring a written statement in

advance of shipping would encourage customers to buy elsewhere to

avoid both the trouble of providing written statements and the

attendant delays in shipping.

- 34 -
 Because the no contributory infringement finding is not

clearly erroneous, the district court did not err by not requiring

such disclosures.

C.

Next, Rolex contends that the district court erred by not

finding that Meece’s mark on non-genuine bracelet clasps is likely

to cause confusion with the Rolex “Crown Device” mark, which

appears on the clasps of genuine Rolex bracelets.

Likelihood of confusion is a question of fact; we review only

for clear error. E.g., Pebble Beach, 155 F.3d at 537; Elvis

Presley Enterprises, 141 F.3d at 196; Moore Business Forms, Inc. v.

Ryu, 960 F.2d 486, 489 (5th Cir. 1992).

In determining whether a likelihood of
confusion exists, this court considers the
following nonexhaustive list of factors: (1)
the type of trademark allegedly infringed, (2)
the similarity between the two marks, (3) the
similarity of the products or services, (4)
the identity of the retail outlets and
purchasers, (5) the identity of the
advertising media used, (6) the defendant’s
intent, and (7) any evidence of actual
confusion.... No one factor is dispositive,
and a finding of a likelihood of confusion
does not even require a positive finding on a
majority of these “digits of confusion”....
In addition to the listed factors, a court is
free to consider other relevant factors in
determining whether a likelihood of confusion
exists.

Elvis Presley Enterprises, 141 F.3d at 194; see also Pebble Beach,

155 F.3d at 543. An eighth factor, the degree of care employed by

consumers, was added to the list in Sunbeam Products, Inc. v. West

- 35 -
Bend Co., 123 F.3d 246, 257 (5th Cir. 1997), cert. denied, ___ U.S.

___, 118 S. Ct. 1795 (1998). And, in that case, our court held:

“In determining the likelihood of confusion, the district court

must apply the ‘digits of confusion’ test”. Id.

Rolex introduced evidence that Meece has used three different

marks on his non-genuine bracelets. The first was a five-prong

crown, very similar to the Rolex “Crown Device”. He discontinued

using that mark in 1988, and sold fewer than 50 bracelets bearing

it. The second mark was a three-prong crown. After an objection

by Rolex, Meece discontinued using that mark two years prior to

trial, and did not sell any bracelets bearing it. Meece’s current

mark is a four-sided figure, with no prongs; but, it is wider at

the top than at the bottom and resembles the shape or outline of a

crown. The border is smooth and the center has a matte finish.

Rolex’s expert testified that the similarity of the Meece and

Rolex marks should be evaluated under the following guidelines: (1)

the designs should not be compared side by side, because that is

not the context in which they would be seen by consumers; (2)

consumer recollection of the Rolex “Crown Device” is imperfect; and

(3) the overall context of the design, including its use on

bracelets that look identical to Rolex bracelets, and its placement

in the same location on the bracelets, should be considered.

Rolex’s expert considered Meece’s current mark likely to cause

confusion with the Rolex “Crown Device”.

- 36 -
 Rolex notes that the same design used by Meece was the subject

of an action brought by Rolex against one of Meece’s customers. In

Rolex Watch, U.S.A., Inc. v. Michel Co., No. 96-0805 (S.D. Cal.

1997) (unpublished), the court found that the “trapezoidal” design

was likely to cause confusion with the Rolex “Crown Device”,

stating that “the overall impression created by Defendants’

imitation crown is likely to cause confusion among prospective

purchasers who carry an imperfect recollection of the Rolex crown”.

But, in the case at hand, the district court found that

Meece’s current mark “is not sufficiently similar to be likely to

cause confusion with the Rolex mark”. Although the marks are

similar in shape and size, they are not identical. Meece’s mark is

a four-sided figure, the top of which is wider than the bottom. It

has a smooth border, and a matte finish in the center. As stated,

the Rolex “Crown Device” is a five-pronged crown, with a ball at

the top of each prong, and an oval underneath, depicting the base

of the crown. However, “similarity of appearance is determined on

the basis of the total effect of the designation, rather than on a

comparison of individual features”. Moore, 960 F.2d at 490.

Meece’s mark is placed on the exterior of the clasps of non-genuine

bracelets which are very similar to genuine Rolex bracelets; and,

it is placed in the same location that the Rolex “Crown Device” is

placed on the exterior of the clasps of genuine Rolex bracelets.

- 37 -
 Meece contends that, because Rolex purchasers are very

sophisticated, they are not likely to confuse his mark with that of

Rolex. He also points out that his bracelets are stamped “Made in

Italy”, and claims that potential purchasers would know that Rolex

watches are not made there. But, the “Made in Italy” marking is on

the interior of the bracelet clasp. Moreover, even Meece testified

that he did not know where genuine Rolex bracelets are made, so it

seems unlikely that his customers (jewelers) or their customers

(ultimate consumers) would be informed by that designation that the

bracelets are not genuine.

The district court erred by failing to consider and weigh all

of the digits of confusion. Furthermore, it should have considered

the factors identified by Rolex’s expert in determining whether

Meece’s mark is confusingly similar to that of Rolex. Accordingly,

on remand, the district court should consider, in the light of all

of the appropriate factors, whether Meece’s mark is likely to cause

confusion with the Rolex “Crown Device”.

D.

Rolex acknowledges that Meece is entitled to advise consumers

that he is selling replacement parts for Rolex watches; but, it

asserts that the district court erred by failing to enjoin Meece’s

use of Rolex trademarks to identify his non-genuine parts.

Specifically, Rolex complains of Meece’s use of various Rolex

- 38 -
trademarks (“Submariner”, “Oyster”, “Presidential Style”) in his

sales literature to identify his non-genuine parts.

In refusing to enjoin such use, the district court stated:

There is no principled difference between
selling generic or custom bands or bezels made
specifically for a Rolex watch from, for
example, selling a custom high-performance
carbur[e]tor made specifically to fit a Ford
Mustang. Common sense indicates that a
replacement part must be specifically designed
to replace the original part. A part not
specifically designed to replace the original
part is simply not a replacement part. As
long as it is clear to the purchaser that the
replacement part is not an authentic Rolex
part, ... there is no reason to enjoin [Meece]
from stating that the replacement part fits a
particular Rolex product.

Rolex apparently concedes as much, but asserts that Meece is not

using its trademarks in that manner; instead, according to Rolex,

he is illegally using the Rolex trademarks to identify his

products.

The district court did not err by refusing to enjoin Meece’s

use of Rolex trademarks to identify the Rolex products

corresponding to his replacement parts. He uses the trademarks in

his advertising materials sent to retail jewelers. Those materials

adequately disclose that the parts are non-genuine; that Meece is

not affiliated with Rolex; and that the addition of those parts to

genuine Rolex watches voids the Rolex warranty.

In a footnote, Rolex asserts that, even absent a finding of

likely confusion, Meece’s use of Rolex marks violates the Texas

anti-dilution statute, TEX. BUS. & COM. CODE § 16.29. We refuse to

- 39 -
address this claim, because it is not adequately briefed. FED. R.

APP. P. 28(a)(6).

III.

For the foregoing reasons, the judgment is VACATED with

respect to the findings that Meece’s profits on infringing sales

are de minimis and that his mark is not sufficiently similar to be

likely to cause confusion with the Rolex “Crown Device” mark; and

the conclusion that Rolex is not entitled to recover profits and

attorney’s fees. In all other respects, the judgment is AFFIRMED.

The case is REMANDED for further proceedings consistent with this

opinion.

AFFIRMED in PART, VACATED in PART, and REMANDED

- 40 -
JERRY E. SMITH, Circuit Judge, dissenting:

The majority presents a careful and well-researched opinion.

I respectfully dissent, however, from the decision to vacate the

district court’s findings that Meece’s profits on infringing sales

were de minimis and that his mark is not sufficiently similar to be

likely to cause confusion with the Rolex “Crown Device” mark, and

also to vacate the district court’s conclusion that Rolex is not

entitled to recover profits and attorney’s fees. I would affirm,

essentially for the reasons stated by the district court in its

comprehensive findings of fact and conclusions of law. As the

district court stated, its judgment “attempts to strike an

equitable balance that protects the rights of Rolex, yet recognizes

the legitimate interest of Meece to provide a valuable service to

the public.” I would hold that the district court was successful

in that attempt.

- 41 -