Monaco Shopkeeper Fined for Unauthorized Sale of Trademarked City Branding

A Monaco-Ville shopkeeper has been fined for unauthorized sales of merchandise branded with “Monaco” and “Monte-Carlo”, a violation uncovered during a 2018-2021 investigation. The individual, operating two souvenir shops since 2003, failed to secure a licensing agreement with Monaco Brands, the official guardian of the Principality’s trademarks. Upon inspection by customs officers, several counterfeit items including clothing were identified, leading to a conviction where the merchant faced a €3,000 personal fine and a suspended €15,000 fine for his business.

The legal proceedings revealed a significant discrepancy in the assessment of damages, with Monaco Brands estimating a loss of €50,000, whereas the defendant cited only €5,600. Despite the shopkeeper's claim of unawareness of the licensing requirements — noting he missed a critical 2019 notification from Monaco Brands — the court showed little leniency, reflecting the serious view taken on trademark infringement within the Principality.

As the case moves towards a civil court to resolve the full extent of damages, pressures mount with the prosecution advocating for sterner penalties to underscore the importance of respecting Monaco’s trademark laws. This case highlights ongoing efforts to safeguard the prestigious branding of Monaco and Monte-Carlo, amidst concerns about potential reputational damage. A definitive ruling is anticipated by December 2, as the local business community and legal observers closely watch the outcome.