Just two weeks after the Contrôle Officiel Suisse des Chronomètres introduced its new “Excellence Chronometer Certified” designation, Rolex has filed a trademark for the phrase “Superlative Certified.” The filing covers watches and watch components, as well as retail services and quality control, certification and authentication services.
The wording itself is not new. Rolex has used “Superlative Certified” on its green seal hang tag since 2015, while watch dials have retained the full designation “Superlative Chronometer Officially Certified.” The filing spans not only Class 14 goods but also retail presentation and formal inspection services, suggesting Rolex may use “Superlative Certified” more prominently in its boutiques, reinforcing it as a visible certification distinct from other Swiss standards.
The standalone “Superlative” trademark beneath Rolex’s crown logo is more intriguing because it separates the word from chronometry and suggests Rolex wants to make its own standard clearer to the public, distinct from COSC’s “Excellence” and METAS’s “Master Chronometer.”