What exactly did CBP seize in the latest action?

CBP reported a Louisville seizure of 160 counterfeit Rolex watches with an MSRP of $2.57 million if genuine. The agency also highlighted broader efforts against counterfeit luxury watches, including fake Cartier pieces, moving through multiple ports and mail centers. These cases show stronger screening of high-value parcels and online-sourced shipments.

How do these seizures help luxury brands and retailers?

Removing counterfeits helps sustain pricing power, protects warranties, and preserves trust in authorized channels. It reduces grey-market pressure that can erode margins and brand equity. Strong enforcement also supports resale verification, so authentic pieces hold value better, which benefits consumers and U.S. retailers who invest in service and security.

What risks do online sellers and shippers face now?

Illicit sellers risk civil forfeiture, account bans, and potential fines. Logistics partners can face audits, chargebacks, and contract loss if linked to repeated counterfeits. Expect tighter Know-Your-Customer checks, serial verification, and documentation reviews as platforms and carriers respond to increasing CBP seizure activity and brand cooperation.

How can buyers avoid fake Cartier watches and similar counterfeits?

Purchase from authorized dealers or reputable pre-owned specialists. Verify serial numbers, request written guarantees, and use secure payment methods. Be cautious with unusually low prices or vague listings. Keep invoices and certificates, and consider third-party authentication for expensive purchases to improve protection, resale value, and insurance support.

Law and Government

December 26: CBP Seizes Fake Cartier, Rolex—Luxury Brand Impact

ByHuzaifa Zahoor December 26, 2025December 26, 2025

U.S. Customs and Border Protection’s latest actions against fake Cartier watches and other counterfeit luxury goods signal tougher enforcement heading into 2025. On December 26, CBP detailed a Louisville seizure of 160 counterfeit Rolex watches, with a manufacturer suggested retail price of $2.57 million if genuine. The agency also reported broader activity involving fake Rolex and Cartier pieces. With nearly 79 million counterfeit items seized in FY2025 valued at $7.3 billion if real, the message is clear: legal and financial risks are rising for illicit sellers and intermediaries.