Watch what you say about us, Rolex warns Italy’s prime minister

Luxury watchmaker Rolex has demanded an apology from Italy’s prime minister and interior minister for saying that violent demonstrators who devastated parts of Milan last week were “rich, spoiled brats with Rolexes”. The company took out full-page advertisements in major national newspapers to contest comments both politicians made after police fired tear gas at protesters who threw stones and petrol bombs and broke shop windows.

Yesterday, on the streets I saw bastards wearing hoods and rich, spoiled brats with Rolexes.

Prime Minister Matteo Renzi

Later in the day, Prime Minister Matteo Renzi thanked the citizens of Milan for cleaning up the damage caused by “those with Rolexes who went around destroying shop windows”. The watchmaker, which sponsors major sporting events and has supported Milan’s famous La Scala opera house, was not pleased. In adverts taken in national newspapers, the Rolex CEO said it was “highly improbable” the watches were real.

I have to express my profound regret and disappointment for the association implied by your words – that there is a link between window-breakers and the fact of wearing a Rolex watch on your wrist.

Rolex’s CEO for Italy, Gianpaolo Marini

Politics