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

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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.

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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.

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