NEW YORK (1010 WINS) – At the Rolex Deli on Fulton Street in Brooklyn, you can get a sandwich, chips, and a soda for under $10, but nowhere do you see diamond-studded watches.

1010 WINS’ Al Jones On The Story

Owner Shaqu Ali doesn’t think anyone is confused.

“All the logos and the signs and everything that I put even the Rolex Deli, it doesn’t have to do with watches,” he told 1010 WINS reporter Al Jones.

But Rolex, the watchmaker, has gone to court to try and Ali to change the name of the deli.

Customers don’t understand the fuss.

“This is just a waste of time. They shouldn’t make a problem,” said one.

Ali says he likes the name and even owns a Rolex watch, but he says he will change the name if he has to.

Do you think Ali should have to change the name of the deli? Sound off in the comments section below.

Comments (29)
  1. jc says:

    “New Roll-X” — Yeah! That should it it to them sideways!

    1. jc says:

      I meant rename the deli to “Roll-X Deli” — That should stick it to Rolex sideways!

  2. The Realist says:

    Rolex’s clientele is based in Manhattan. The Rolex Deli is in Brooklyn, where no Rolex watch has gone before. There is no confusion.

  3. joey fom B'hurst says:

    Since it is on Fulton St, Brooklyn, home of the sidewalk vendors, the “R” should made to look like a “B.” BOLEX—-as in the counterfeits sold there for $10.

    1. Joel says:

      Impossible, Bolex exists too. This is a brand of Camera.
      Better to change in “rElax”

  4. Thurston Howell lll says:

    I have the Rolex Olive Loaf chronograph. It’s superb styling and precision engineering let me know that I can enjoy lunch confidently.

    1. dp says:

      and in a timely fashion !

  5. Tommy C says:

    ROLEX… ……what an overpriced POS . Maybe the deli shoud sue them for making an inferior product.LONG LIVE THE ”

  6. says:

    Is this news important

    1. jeanette says:

      When Rolex is so hard up for free advertixsing that they associate their watches with cold cuts, yes it is news. This marks the beginning of the end of Rolex and their the over-priced crap.

  7. jack says:

    If you ,must change the name, stick it to them by changing it to” Roll-X Deli.

    ROLEX: This is the wost move you coukld possibly have made to permenently scar your image, which is already suffering as the watchmaker of our great grandfathers! Old and antiquated!

  8. JCW says:

    Rolex Watches & Rolex Deli are two different names representing different products. There is no trademark/copyright infringement.
    Oh! Wait! Maybe because Rolex watch sales are down to a new low, maybe the want to go into the deli business?

  9. Billy Joe says:

    Rolex Diner–Takes a lickin but won’t be a chicken.

  10. Guy A says:

    Rolex, you’re too low to touch bottom–a sure sign you’ll never make it to the top. What a shame that you decided to pick on a little guy. The only good thing is you’ve given this store owner a million dollar’s worth of free publicity. In closing, The Rolex Bully–Wind it Up and it takes you to court.

  11. Philip R. says:


    Are your sales so low that free advertising such as this is all you can afford?

    No surprise that your action is as antiquated as your watches!

    1. Michael H. says:

      Rolex advertises on 1010 and 880…

  12. Marie P says:

    Rolex: How could you not feel any sense of shame attacking a local deli that is in no way causing you harm or competition? The other posters are right! You are a BULLY, and I hope your 2012 sales reflect your shameful action.

  13. GENE's wife says:

    GENE has a good idea. The ROLEX BULLY does sound like a good name for a new-model Rolex. I suggest it be priced at $50, with a $40 mail-in rebate.

    1. CH says:

      The Rolex Bully? I’ll take a dozen!

  14. sYLVIA says:

    ROLEX: What you’re doing is much like an adult physically attacking an infant. SHAME ON YOU!


  15. GENE says:

    Hey Rolex:

    Now you can put out a brand new model of your ANTIQUATED watches…

    Introducing the “ROLEX BULLY.”

  16. Mike C says:

    Yes, you did just reach a billion people with this story…the story of how ROLEX bullies a little shop keeper. You should hang your head in shame and bow out without further detrimental action to ypourself.

  17. Harry says:


    Rolex: Your marketing “experts” are idiots. This is not good marketing. You have cheapened your product by BULLYING a local five and dime neighborhood deli. . .

  18. DM says:

    I think muzzies should go back to their country of origin…

    1. you conscience says:

      Too bad abortion can’t be retro-active. You would make a perfect candidate.

  19. Ernesto licari says:

    Either way you just reached a billion people with this story….Great marketing….

    1. jeanette says:

      Great marketing?

      Showing the entire world they attack a tiny shop that would otherwise never be known beyond its immediate neighborhood is petty, pathetic, and Rolex sales will plummet lower than ever. Who the hell wants a watch that attacks cold cuts?

  20. JOe says:

    Advice to the owners: Change the deli’s name to The “New Rolll-X”; Roll,as in a sandwich roll.

    1. Tommy C says:

      Way to go JOe ….You should be in advertising.

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