Hamilton vs. Hamilton

What do a Formula 1 champion and a Swiss watch company have in common? As it turns out, more than you’d think — at least when it comes to sharing a name. Enter the curious case of Lewis Hamilton, seven-time Formula 1 world champion, and Hamilton Watch Company, a Swiss brand with roots tracing back to 1892. 

In 2020, the high-octane drama unfolded when Lewis Hamilton’s company, 44IP, opposed Hamilton Watch Company’s trademark application in Europe. Seemingly out of nowhere, the watchmaker defended its longstanding claim to the name “Hamilton,” pointing out that they had been using it since the 19th century, long before the racing champion was born. The watchmaker’s argument centered on their rich history of craftsmanship and innovation, which they claimed gave them rightful ownership of the name. On the other side, Lewis Hamilton’s camp argued that his global fame as a racing icon warranted exclusive rights to the name in certain contexts.

After much deliberation, the European Union Intellectual Property Office (EUIPO) ruled in favor of Hamilton Watch Company. Their reasoning? “Hamilton” is a common surname, and the watch company’s use of the name predates Lewis Hamilton’s illustrious career by more than a century. This decision ensured that Hamilton International retained their trademark rights, leaving the Formula 1 champ without exclusive claim to his own surname.

This case underscores the complexities of trademark law, especially when it comes to shared names. A surname like “Hamilton” might seem personal, but in the world of intellectual property, it’s also a brand with history, legacy, and commercial value. The ruling highlights how trademarks operate not just as names but as symbols of long-standing trust and recognition.

So, who won? On paper, it’s Hamilton Watch Company. But in the grand scheme of things, both names continue to thrive in their respective fields: one in the fast-paced world of motorsport, the other in the timeless art of horology. And for us spectators, this quirky legal drama is a fascinating reminder of how names can hold more weight than meets the eye. After all, whether it’s a racecar or a wristwatch, the name “Hamilton” is still speeding ahead.