French brand says ‘Love’ has become synonymous with its collections.
Cartier has challenged the World Gold Council’s (WGC) submission to register LoveGold as a mark, as it believes it conflicts with the French jewellery house’s use of the world Love for its bracelet collection and other products.
The WGC launched its LoveGold campaign globally in 2013 in a bid to raise awareness of contemporary gold jewellery. It has since applied to register the LoveGold mark. However, according to US jewellery site JCK, Cartier made a submission on January 22 to the US Trademark Trial and Appeal Board arguing that the WGC does not have the right to register LoveGold as a mark.
A statement from the submission outlines that Cartier “believes it will be damaged by the issuance of a registration for the marks LoveGold”. The brand said in its filing that Cartier has used the mark LOVE and variations thereof in connection with jewellery since the early 1970s.
According to JCK, the WGC’s lawyer said the Council was in discussion with Cartier regarding this issue, and hopes to amicably resolve the situation.
The filing is said to only object to the WGC’s attempted trademark registration for LoveGold and does not mean Cartier is contesting use of the term for the WGC’s gold campaign.