Time may just be called on one New York deli as the last hot salt beef roll flies off the counter. It has come to light that lawyers based at Rolex in the United States have issued a legal warning against a restaurant on Fulton Street in the heart of Brooklyn.

Cause of confusion

So what beef does mighty Rolex have with the humble deli? It has been determined their signage may cause – and continue to cause – confusion in customers minds when it comes to the deli and the luxury watchmaker.You can just see it now as patrons walk in and ask for the special of the day…a Rolex sunny side up!

Roll-x Deli vs Rolex

Corned beef sandwich

Rolex watch

Rolex Deli

Rolex had already been successful previously against the deli after they won a case against the venue for their previous name which just so happened to be ‘Rolex Deli.’

Roll-x Deli

So what did the geniuses at the Fulton Street outlet decide to do next? They subtly changed their brand to the even more hilarious Roll-x deli.

This was due to the breach of copyright that the timepiece company had filed. However, this new moniker still does not cut the mustard or butter the bagels of the men in suits representing Rolex.

The law firm has stated that the deli’s melange of sandwiches and wide variety of salads will be in some way connected to Rolex’s own ethos based on quality as well as prestige.

Owner of the Roll-x outlet Shawqu Ali played it down and only decided to change the name above his store in the last month or so.

In addition to this, he has landed himself in even more hot water as he has still not taken down the original Rolex signage.

This dates back to October of the previous year and at present; Mr Ali may have to make a lot more turkey clubs than he first thought.

Currently, he is up to his neck in more than $15,000 of civil fines for not removing the sign in due course. This amount is set to rise if the sign remains standing.

Yet the owner realised what he was doing right from the off. This is because Mr Ali has already proclaimed that he has a penchant for Rolex watches. Whether he still will after this debacle is over, only time will tell. Now he is going to be paying Rolex style prices in fines as the powers that be continue to  rack up fines against him to the tune of $500 on a daily basis. Talk about taking the cheese.

According to the legal representative from the Roll-x deli they have declared the law suit is questionable to say the least;

“(It) is sufficient; Roll-x is totally different.”

This controversial litigation process comes against a backdrop of a host of similar cases that have taken place due to infringement.

For example, just last year, the teeny bopping sensations One Direction were sued as a US band had claimed they owned the name before they got their mitts on it.

Other claims include the feisty Kardashians who at the turn of the year faced a series of hefty litigation bills. This was thanks to their new Khroma Beauty make up line where the name was allegedly pinched from a makeup artist in Florida who wanted a cool $10 million.

It certainly is all in the name.