Landmark Win Through Strategic Litigation
For our client COACH, a globally recognized luxury brand, Eligon secured a final victory before the Beijing High Court confirming its first Well-Known Trademark (WKTM) recognition in China.
The matter arose from a bad-faith registration of “COACH” (Reg. No. 59263095) in Class 7 by a Chinese individual, covering industrial goods unrelated to COACH’s core business (handbags and luxury accessories). The case presented both an invalidation challenge and an excellent strategic opportunity to establish formal well-known trademark status—unlocking broader cross-class protection – in China.
While COACH’s global reputation is undeniable, commercial fame does not automatically translate into legal recognition in China. WKTM status is granted sparingly and only upon strict evidentiary standards. Even globally dominant brands often spend years attempting to secure recognition, which significantly impacts their ability to combat bad-faith filings and counterfeiting across categories.
Eligon implemented a targeted litigation strategy designed not only to win the case, but to secure WKTM recognition efficiently and with lasting impact. The team curated a focused evidentiary record demonstrating widespread recognition in China, including sales performance, advertising reach, media coverage, awards, and enforcement history. Prior favorable decisions (i.e., formal “fame” recognitions) were strategically leveraged to reinforce consistency and credibility before the court.
The Beijing High Court upheld the lower court’s ruling in full, confirming that:
- COACH (Reg. No. 1318067) qualifies as a well-known trademark for Class 18 goods (handbags and related products);
- The disputed Class 7 mark constituted a direct reproduction of COACH’s mark;
- Use of the mark on related goods would likely cause consumer confusion and dilute the brand;
- CNIPA’s appeal should be dismissed.
The judgment is final and not subject to further appeal as of January 2026.
Why WKTM Recognition Matters (Practical Impact)
This result delivers immediate and long-term advantages for the COACH brand:
- Stronger position against bad-faith filings, including oppositions and invalidations
- Broader cross-class protection, making it easier to block similar marks in unrelated classes (e.g., Tesla blocking “TESLA Bear” in Class 33 after WKTM recognition)
- Expanded reach against domains and company names, consistent with Starbucks-type enforcement precedent
- No 5-year limitation barrier for invalidation under Article 45 China TM Law
- Higher damages potential in infringement cases, as reflected in a $7M award obtained for EXTRA chewing gum based on WKTM status
- More efficient enforcement in counterfeit and infringement matters
In practical terms, WKTM recognition transforms enforcement from reactive to proactive and scalable.
Scaling the Win
Eligon is now leveraging this decision across parallel proceedings and ongoing enforcement efforts, using the WKTM recognition to strengthen additional invalidation actions and reinforce protection for both the English and Chinese versions of the COACH brand.
The Bigger Picture
This matter highlights Eligon’s approach: not just winning individual cases, but engineering outcomes that elevate a brand’s overall protection framework in China.
By combining smart litigation strategy, disciplined evidence development, and forward-looking enforcement planning, Eligon helps global brands turn key victories into lasting competitive advantage.
