{"id":25327,"date":"2024-07-01T10:01:31","date_gmt":"2024-07-01T09:01:31","guid":{"rendered":"https:\/\/www.fbt-avocats.ch\/?p=25327"},"modified":"2025-10-20T10:18:30","modified_gmt":"2025-10-20T09:18:30","slug":"lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne","status":"publish","type":"post","link":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/","title":{"rendered":"Has the time come for luxury goods to be customised?"},"content":{"rendered":"<div  class='avia-slideshow av-lpqtcuam-76906b30aa535219bbd7e5abbadb45f0 avia-slideshow-featured_large av_slideshow avia-slide-slider  avia-builder-el-0  el_before_av_heading  avia-builder-el-first  av-slideshow-ui av-control-default av-slideshow-manual av-loop-once av-loop-manual-endless av-default-height-applied avia-slideshow-1' data-slideshow-options=\"{&quot;animation&quot;:&quot;slide&quot;,&quot;autoplay&quot;:false,&quot;loop_autoplay&quot;:&quot;once&quot;,&quot;interval&quot;:5,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;bg_slider&quot;:false,&quot;keep_padding&quot;:false,&quot;hoverpause&quot;:false,&quot;show_slide_delay&quot;:0}\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 42%;'><li  class='avia-slideshow-slide av-lpqtcuam-76906b30aa535219bbd7e5abbadb45f0__0  av-single-slide slide-1 slide-odd'><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img fetchpriority=\"high\" class=\"wp-image-25323 avia-img-lazy-loading-not-25323\"  src='https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/07\/FBT_EN_Fasel_customisation_articles_luxe.png' width='1500' height='630' title='FBT_EN_Fasel_customisation_articles_luxe' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><\/ul><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-dbc74392445d2410fc028cf512f35068\">\n#top .av-special-heading.av-av_heading-dbc74392445d2410fc028cf512f35068{\npadding-bottom:10px;\nfont-size:26px;\n}\nbody .av-special-heading.av-av_heading-dbc74392445d2410fc028cf512f35068 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-av_heading-dbc74392445d2410fc028cf512f35068 .av-special-heading-tag{\nfont-size:26px;\n}\n.av-special-heading.av-av_heading-dbc74392445d2410fc028cf512f35068 .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-av_heading-dbc74392445d2410fc028cf512f35068 .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-av_heading-dbc74392445d2410fc028cf512f35068 .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-dbc74392445d2410fc028cf512f35068 av-special-heading-h1 blockquote modern-quote  avia-builder-el-1  el_after_av_slideshow  el_before_av_hr  av-inherit-size'><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >Has the time come for luxury goods to be customised?<\/h1><div class='av-subheading av-subheading_below'><p>Allnews &#8211; July 2024<br \/>\nSerge Fasel<\/p>\n<\/div><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lpqthvln-edf60761fad835755560d987abf79923\">\n#top .hr.hr-invisible.av-lpqthvln-edf60761fad835755560d987abf79923{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-lpqthvln-edf60761fad835755560d987abf79923 hr-invisible  avia-builder-el-2  el_after_av_heading  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='avia-button-wrap av-lpqtm003-a8de94059a0cd4cd3e4c12f54f4327c9-wrap avia-button-left  avia-builder-el-3  el_after_av_hr  el_before_av_hr '><a href='https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/07\/Allnews_Fasel_customisation_articles_luxe.pdf'  class='avia-button av-lpqtm003-a8de94059a0cd4cd3e4c12f54f4327c9 av-link-btn avia-icon_select-no avia-size-large avia-position-left avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\"  aria-label=\"Download pdf\"><span class='avia_iconbox_title' >Download pdf<\/span><\/a><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lpqthvln-edf60761fad835755560d987abf79923\">\n#top .hr.hr-invisible.av-lpqthvln-edf60761fad835755560d987abf79923{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-lpqthvln-edf60761fad835755560d987abf79923 hr-invisible  avia-builder-el-4  el_after_av_button  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-lpqt34bs-e4937d6ee6fb8bf73eb238b3b32b6052 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>La plus haute cour suisse aborde pour la premi\u00e8re fois la question de la lic\u00e9it\u00e9 des services de customisation (personnalisation) de produits de luxe, qu\u2019il s\u2019agisse de montres ou, par exemple, de voitures.<\/p>\n<p>Le litige oppose la maison Rolex \u00e0 Artisans de Gen\u00e8ve, une soci\u00e9t\u00e9 dont l\u2019activit\u00e9 consiste \u00e0 changer certaines pi\u00e8ces et ainsi \u00abcustomiser\u00bb la montre appartenant au client en fonction des souhaits de ce dernier. Afin de promouvoir ses services, la soci\u00e9t\u00e9 affiche de surcro\u00eet sur son site internet les montres fabriqu\u00e9es par Rolex ainsi que ses diverses marques.<\/p>\n<p>Le point essentiel r\u00e9side dans la d\u00e9termination de savoir si l&#8217;objet customis\u00e9 est demeur\u00e9 en possession de son propri\u00e9taire ou s&#8217;il a \u00e9t\u00e9 r\u00e9introduit sur le march\u00e9, ce qui constitue une infraction au regard du droit des marques.<\/p>\n<p>Le Tribunal f\u00e9d\u00e9ral a d\u00e9j\u00e0 eu l&#8217;occasion de pr\u00e9ciser que l&#8217;usage d&#8217;une marque \u00e0 des fins priv\u00e9es n&#8217;est pas prohib\u00e9, sous r\u00e9serve de l&#8217;exception vis\u00e9e par l&#8217;article 13 al. 2bis de la loi sur la protection des marques (LPM) (ATF 146 III 89 consid. 4.1). La fonction essentielle de la marque est en effet de distinguer les produits ou les services d&#8217;une entreprise de ceux d&#8217;autres entreprises, de mani\u00e8re \u00e0 ce que le consommateur puisse retrouver un produit ou un service qu&#8217;il appr\u00e9cie.<\/p>\n<p>En d\u2019autres termes, pour que le titulaire d&#8217;une marque puisse se pr\u00e9valoir d&#8217;une violation de la loi sur la protection des marques, en particulier de son article 13, il faut d\u00e8s lors que l&#8217;usage de ladite marque vienne causer des interf\u00e9rences \u00abdans ses affaires\u00bb. Cela veut dire qu\u2019il faut imp\u00e9rativement que l\u2019usage de la marque se retrouve dans le march\u00e9, et ce sans l\u2019approbation de son titulaire.<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-c65f91df4ecf4e9abd55dae3164214e5\">\n#top .av-special-heading.av-av_heading-c65f91df4ecf4e9abd55dae3164214e5{\npadding-bottom:10px;\nfont-size:20px;\n}\nbody .av-special-heading.av-av_heading-c65f91df4ecf4e9abd55dae3164214e5 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-av_heading-c65f91df4ecf4e9abd55dae3164214e5 .av-special-heading-tag{\nfont-size:20px;\n}\n.av-special-heading.av-av_heading-c65f91df4ecf4e9abd55dae3164214e5 .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-av_heading-c65f91df4ecf4e9abd55dae3164214e5 .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-av_heading-c65f91df4ecf4e9abd55dae3164214e5 .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-c65f91df4ecf4e9abd55dae3164214e5 av-special-heading-h2 blockquote modern-quote  avia-builder-el-6  el_after_av_textblock  el_before_av_textblock  av-inherit-size'><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >La personnalisation d\u2019un objet de marque, effectu\u00e9e \u00e0 la demande et pour le compte de son propri\u00e9taire en vue de son usage personnel, ne porte en principe pas atteinte \u00e0 la fonction distinctive de la marque.<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lpqt34bs-e4937d6ee6fb8bf73eb238b3b32b6052 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Tant que l&#8217;utilisation d&#8217;une marque se limite \u00e0 des fins priv\u00e9es, il n&#8217;y a aucun risque de confusion, car il n&#8217;y a pas de proposition sur le march\u00e9 des services concern\u00e9s. L&#8217;utilisation d&#8217;une marque de grande renomm\u00e9e \u00e0 des fins personnelles ne contrevient pas non plus \u00e0 l&#8217;article 15 de la LPM.<\/p>\n<p>La personnalisation d&#8217;un objet de marque, effectu\u00e9e \u00e0 la demande et pour le compte de son propri\u00e9taire en vue de son usage personnel, ne porte en principe pas atteinte \u00e0 la fonction distinctive de la marque, car l&#8217;objet modifi\u00e9 est destin\u00e9 \u00e0 un usage priv\u00e9 et n&#8217;est pas r\u00e9introduit sur le march\u00e9. Lorsqu&#8217;elle personnalise un objet de marque sur requ\u00eate de son propri\u00e9taire, l&#8217;entreprise concern\u00e9e ne fait en r\u00e9alit\u00e9 pas usage de la marque d&#8217;un tiers sur le march\u00e9 pour offrir ses propres services, mais ne fait que modifier un bien \u00e0 des fins priv\u00e9es.<\/p>\n<p>La situation est toutefois diff\u00e9rente lorsqu&#8217;une entreprise ne se contente pas d&#8217;offrir des services de personnalisation d&#8217;articles de marque pour r\u00e9pondre aux souhaits de leurs propri\u00e9taires, mais commercialise aussi des objets de marque customis\u00e9s, sans l&#8217;accord du titulaire de la marque concern\u00e9e.<\/p>\n<p>Partant, le Tribunal f\u00e9d\u00e9ral, pour la premi\u00e8re fois, affirme que la commercialisation de produits modifi\u00e9s apr\u00e8s leur premi\u00e8re mise en circulation qui continuent \u00e0 rev\u00eatir la marque de l&#8217;article d&#8217;origine est en principe illicite. Il op\u00e8re une distinction entre les deux mod\u00e8les d\u2019activit\u00e9s en lien avec la personnalisation de montres de marque. Il consid\u00e8re que la commercialisation de montres personnalis\u00e9es sur lesquelles appara\u00eet toujours la marque figurant sur l\u2019objet d\u2019origine, en l\u2019occurrence Rolex, est en principe illicite \u00e0 d\u00e9faut du consentement du titulaire de la marque. Dans ce cas, la marque est en effet utilis\u00e9e de telle mani\u00e8re que le march\u00e9 puisse y voir un signe propre \u00e0 identifier le produit commercialis\u00e9 comme \u00e9tant celui du titulaire de la marque d\u2019origine, raison pour laquelle celui-ci peut s\u2019opposer \u00e0 ce que des produits, modifi\u00e9s sans son autorisation et arborant sa marque, soient remis sur le march\u00e9.<\/p>\n<p>En revanche, la fourniture de services de personnalisation de montres de marque sur requ\u00eate du propri\u00e9taire est en principe licite. En effet, la personnalisation d\u2019une montre de marque ou de tout autre objet de marque, effectu\u00e9e \u00e0 la demande et pour le compte de son propri\u00e9taire en vue de son usage personnel, ne porte en principe pas atteinte \u00e0 la fonction distinctive de la marque, car l\u2019objet modifi\u00e9 est destin\u00e9 \u00e0 un usage priv\u00e9 et n\u2019est pas remis sur le march\u00e9.<\/p>\n<p>Le Tribunal f\u00e9d\u00e9ral conclut donc que le mod\u00e8le d\u2019affaires de la soci\u00e9t\u00e9 en cause n\u2019appara\u00eet ni contraire au droit des marques ni incompatible avec les r\u00e8gles de la loi sur la concurrence d\u00e9loyale (LCD), ce qui nous conduit aujourd\u2019hui \u00e0 la situation suivante:<\/p>\n<ul>\n<li>Oui \u00e0 la personnalisation des objets de marques destin\u00e9s \u00e0 usage priv\u00e9.<\/li>\n<li>Non \u00e0 la revente d\u2019articles de marque personnalis\u00e9s ou modifi\u00e9s.<\/li>\n<\/ul>\n<p>Enfin, la cause a \u00e9t\u00e9 renvoy\u00e9e en instance cantonale pour que soit examin\u00e9e encore la lic\u00e9it\u00e9 ou non de la publicit\u00e9 effectu\u00e9e par l\u2019entreprise de customisation. Il se peut d\u00e8s lors tr\u00e8s bien que cette affaire parvienne une seconde fois au Tribunal f\u00e9d\u00e9ral\u2026 Affaire \u00e0 suivre.<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lpqthvln-27e3d4689132014f1425f973d38a9921\">\n#top .hr.hr-invisible.av-lpqthvln-27e3d4689132014f1425f973d38a9921{\nheight:10px;\n}\n<\/style>\n<div  class='hr av-lpqthvln-27e3d4689132014f1425f973d38a9921 hr-invisible  avia-builder-el-8  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-m7kpxkl6-9cefcf6a3644d465db3c65278e242f79 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: right;\"><a href=\"https:\/\/staging.fbt-avocats.ch\/en\/portfolio-item\/serge-fasel\/\">Serge Fasel<\/a><br \/>\nPartner, Geneva<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-214293ecc75803cef32ca5a4ec32f750\">\n#top .av-special-heading.av-av_heading-214293ecc75803cef32ca5a4ec32f750{\npadding-bottom:10px;\nfont-size:20px;\n}\nbody .av-special-heading.av-av_heading-214293ecc75803cef32ca5a4ec32f750 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-av_heading-214293ecc75803cef32ca5a4ec32f750 .av-special-heading-tag{\nfont-size:20px;\n}\n.av-special-heading.av-av_heading-214293ecc75803cef32ca5a4ec32f750 .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-av_heading-214293ecc75803cef32ca5a4ec32f750 .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-av_heading-214293ecc75803cef32ca5a4ec32f750 .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-214293ecc75803cef32ca5a4ec32f750 av-special-heading-h3 blockquote modern-quote modern-centered  avia-builder-el-10  el_after_av_textblock  el_before_av_hr  av-inherit-size'><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Partager sur LinkedIn<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lpqthvln-2e2fa36faa97a09467bbe73150a11a71\">\n#top .hr.hr-invisible.av-lpqthvln-2e2fa36faa97a09467bbe73150a11a71{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lpqthvln-2e2fa36faa97a09467bbe73150a11a71 hr-invisible  avia-builder-el-11  el_after_av_heading  el_before_av_one_fifth '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2il6c92-659475ef011a8f768eb623e80e9b4c1f\">\n.flex_column.av-2il6c92-659475ef011a8f768eb623e80e9b4c1f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2il6c92-659475ef011a8f768eb623e80e9b4c1f av_one_fifth  avia-builder-el-12  el_after_av_hr  el_before_av_one_fifth  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-29oszmu-714d6f38bd5b8e6f4196d6365a8ad9d0\">\n.flex_column.av-29oszmu-714d6f38bd5b8e6f4196d6365a8ad9d0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-29oszmu-714d6f38bd5b8e6f4196d6365a8ad9d0 av_one_fifth  avia-builder-el-13  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1g3uxvq-432a17fb372e62d71cd14c3123628a44\">\n.flex_column.av-1g3uxvq-432a17fb372e62d71cd14c3123628a44{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1g3uxvq-432a17fb372e62d71cd14c3123628a44 av_one_fifth  avia-builder-el-14  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><div  class='av-social-sharing-box av-lpqum02u-bc0494c5c39e8aaf1b0cc89c664ccf98 av-social-sharing-box-default  avia-builder-el-15  avia-builder-el-no-sibling  av-social-sharing-box-fullwidth'><div class=\"av-share-box\"><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-linkedin avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href='https:\/\/linkedin.com\/shareArticle?mini=true&#038;title=Has%20the%20time%20come%20for%20luxury%20goods%20to%20be%20customised%3F&#038;url=https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/' data-av_icon='\ue8fc' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Share on LinkedIn'><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><\/ul><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-16odkqu-0047da59c041e4b090215877c632a064\">\n.flex_column.av-16odkqu-0047da59c041e4b090215877c632a064{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-16odkqu-0047da59c041e4b090215877c632a064 av_one_fifth  avia-builder-el-16  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-t9666e-093950a8b679803810638c99153bc64c\">\n.flex_column.av-t9666e-093950a8b679803810638c99153bc64c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-t9666e-093950a8b679803810638c99153bc64c av_one_fifth  avia-builder-el-17  el_after_av_one_fifth  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lpqthvln-2e2fa36faa97a09467bbe73150a11a71\">\n#top .hr.hr-invisible.av-lpqthvln-2e2fa36faa97a09467bbe73150a11a71{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lpqthvln-2e2fa36faa97a09467bbe73150a11a71 hr-invisible  avia-builder-el-18  el_after_av_one_fifth  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Swiss Supreme Court has set the record straight on the right to customise luxury goods, particularly watches.<\/p>\n","protected":false},"author":26,"featured_media":25516,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[84,655],"tags":[560],"datespeciale":[],"class_list":["post-25327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-and-news","category-news","tag-allnews-en","competences-litigation-and-arbitration","auteurs-serge-fasel-en","date-publication-2024-en","diffusion-groupe-contentieux-en","diffusion-medias-en","diffusion-news-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Has the time come for luxury goods to be customised?<\/title>\n<meta name=\"description\" content=\"The Swiss Supreme Court has set the record straight on the right to customise luxury goods, particularly watches.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Has the time come for luxury goods to be customised?\" \/>\n<meta property=\"og:description\" content=\"The Swiss Supreme Court has set the record straight on the right to customise luxury goods, particularly watches.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/\" \/>\n<meta property=\"og:site_name\" content=\"FBT Avocats SA\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-01T09:01:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-20T09:18:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/07\/Fasel_EN_customisation_articles_luxe.png\" \/>\n<meta name=\"author\" content=\"Yann Bellini\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Has the time come for luxury goods to be customised?\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Bellini\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/\"},\"author\":{\"name\":\"Yann Bellini\",\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/#\\\/schema\\\/person\\\/53faa592d1d545188ce0efaa23e0b547\"},\"headline\":\"Has the time come for luxury goods to be customised?\",\"datePublished\":\"2024-07-01T09:01:31+00:00\",\"dateModified\":\"2025-10-20T09:18:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/\"},\"wordCount\":1904,\"image\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/OG-EN-5.png\",\"keywords\":[\"Allnews\"],\"articleSection\":[\"Media and News\",\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/\",\"url\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/\",\"name\":\"Has the time come for luxury goods to be customised?\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/OG-EN-5.png\",\"datePublished\":\"2024-07-01T09:01:31+00:00\",\"dateModified\":\"2025-10-20T09:18:30+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/#\\\/schema\\\/person\\\/53faa592d1d545188ce0efaa23e0b547\"},\"description\":\"The Swiss Supreme Court has set the record straight on the right to customise luxury goods, particularly watches.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/#primaryimage\",\"url\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/OG-EN-5.png\",\"contentUrl\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/OG-EN-5.png\",\"width\":1200,\"height\":628},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Has the time come for luxury goods to be customised?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/\",\"name\":\"FBT Avocats SA\",\"description\":\"Etudes bas\u00e9es \u00e0 Gen\u00e8ve et Paris\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/staging.fbt-avocats.ch\\\/en\\\/#\\\/schema\\\/person\\\/53faa592d1d545188ce0efaa23e0b547\",\"name\":\"Yann Bellini\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Has the time come for luxury goods to be customised?","description":"The Swiss Supreme Court has set the record straight on the right to customise luxury goods, particularly watches.","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Has the time come for luxury goods to be customised?","og_description":"The Swiss Supreme Court has set the record straight on the right to customise luxury goods, particularly watches.","og_url":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/","og_site_name":"FBT Avocats SA","article_published_time":"2024-07-01T09:01:31+00:00","article_modified_time":"2025-10-20T09:18:30+00:00","og_image":[{"url":"https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/07\/Fasel_EN_customisation_articles_luxe.png","type":"","width":"","height":""}],"author":"Yann Bellini","twitter_card":"summary_large_image","twitter_title":"Has the time come for luxury goods to be customised?","twitter_misc":{"Written by":"Yann Bellini","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/#article","isPartOf":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/"},"author":{"name":"Yann Bellini","@id":"https:\/\/staging.fbt-avocats.ch\/en\/#\/schema\/person\/53faa592d1d545188ce0efaa23e0b547"},"headline":"Has the time come for luxury goods to be customised?","datePublished":"2024-07-01T09:01:31+00:00","dateModified":"2025-10-20T09:18:30+00:00","mainEntityOfPage":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/"},"wordCount":1904,"image":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/#primaryimage"},"thumbnailUrl":"https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/08\/OG-EN-5.png","keywords":["Allnews"],"articleSection":["Media and News","News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/","url":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/","name":"Has the time come for luxury goods to be customised?","isPartOf":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/#primaryimage"},"image":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/#primaryimage"},"thumbnailUrl":"https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/08\/OG-EN-5.png","datePublished":"2024-07-01T09:01:31+00:00","dateModified":"2025-10-20T09:18:30+00:00","author":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/#\/schema\/person\/53faa592d1d545188ce0efaa23e0b547"},"description":"The Swiss Supreme Court has set the record straight on the right to customise luxury goods, particularly watches.","breadcrumb":{"@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/#primaryimage","url":"https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/08\/OG-EN-5.png","contentUrl":"https:\/\/staging.fbt-avocats.ch\/wp-content\/uploads\/2024\/08\/OG-EN-5.png","width":1200,"height":628},{"@type":"BreadcrumbList","@id":"https:\/\/staging.fbt-avocats.ch\/en\/lheure-de-la-customisation-des-articles-de-luxe-a-t-elle-sonne\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/staging.fbt-avocats.ch\/en\/"},{"@type":"ListItem","position":2,"name":"Has the time come for luxury goods to be customised?"}]},{"@type":"WebSite","@id":"https:\/\/staging.fbt-avocats.ch\/en\/#website","url":"https:\/\/staging.fbt-avocats.ch\/en\/","name":"FBT Avocats SA","description":"Etudes bas\u00e9es \u00e0 Gen\u00e8ve et Paris","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/staging.fbt-avocats.ch\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/staging.fbt-avocats.ch\/en\/#\/schema\/person\/53faa592d1d545188ce0efaa23e0b547","name":"Yann Bellini"}]}},"_links":{"self":[{"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/posts\/25327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/comments?post=25327"}],"version-history":[{"count":0,"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/posts\/25327\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/media\/25516"}],"wp:attachment":[{"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/media?parent=25327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/categories?post=25327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/tags?post=25327"},{"taxonomy":"datespeciale","embeddable":true,"href":"https:\/\/staging.fbt-avocats.ch\/en\/wp-json\/wp\/v2\/datespeciale?post=25327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}