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When someone buys a watch they can modify it however they want. In turn nothing prevents the owner of a watch link from instead having another company modify or customize their watch as long as link the customization is on behalf of the owner and only for their personal use and not for commercial purposes. It's an extension link of the trademark exhaustion principle once Rolex has sold a watch it's up to that individual what they do with their watch as long as it's only for their personal use.
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