Cartier Wins Another Legal Battle Over Its Iconic “LOVE” Bracelet

Luxury powerhouse Cartier has once again proven the strength of its brand, securing a decisive victory in France against London-based jeweller, Goussin Ltd. The case revolved around Cartier’s iconic “LOVE” trademark - a name that has been synonymous with its famous bracelet for decades.

High Risk of Consumer Confusion

The Paris Judicial Court ruled that Goussin wasn’t just using “LOVE” as a decorative word but as a brand identifier, creating a high risk of consumer confusion.

On top of that, Goussin’s bracelets bore a strong resemblance to Cartier’s, increasing the likelihood that buyers might mistake one for the other.

The court also found that Goussin misrepresented key details about its jewellery’s quality and origin, giving it an unfair competitive edge in the market.

What’s the Outcome?

• Cartier is awarded over €23,000 in damages - a combination of compensation for trademark infringement, moral damages for brand dilution, and penalties for unfair competition.
• Goussin is banned from using “LOVE” as a jewellery trademark in France
• Goussin is ordered to disclose its supply and distribution chain, giving Cartier insight into where the infringing products were manufactured and sold.

A Clear Lesson for Smaller or Emerging Businesses

Luisa Grillo, a Lead Associate at Abion, comments:

"While the damages awarded weren’t huge, this case reinforces that even common words like “LOVE” can be legally protected when tied to a strong brand. Cartier’s win highlights the power of brand recognition and how heritage companies can enforce their rights – even over everyday words and terms."

"For smaller or emerging businesses, the lesson is clear: using a name that resembles an established trademark can lead to serious legal trouble. It’s not just about the word itself, but how consumers perceive it – if a brand has built a strong identity, courts will likely rule in its favour.", says Luisa.

Image credit

Cartier