Goyard has won a nearly 14-year trademark battle against fellow French luxury house Fauré Le Page, after France's Cour de cassation upheld the annulment of two trademarks featuring the disputed '1717' branding.
The Cour de cassation ruled on 23 September 2026 that the marks 'Fauré Le Page Paris 1717' were deceptive because they could lead consumers to believe that the modern leather-goods business was connected to a continuous history dating back to 1717 and had inherited long-standing expertise from the historic house.
The decision closes the latest chapter in a legal fight that began in 2012 and centred on one of the most powerful currencies in luxury fashion: heritage.
The case was not simply about a four-digit number. The courts considered whether a historical date used in a luxury trademark could create a misleading impression about the age of a business, the continuity of its operations and the expertise associated with its products.
Goyard Took Issue With Fauré Le Page's '1717' Claim
Goyard launched its legal challenge on 26 October 2012, seeking the cancellation of Fauré Le Page's trademarks on the grounds that they were deceptive.
The disputed marks were filed in France on 17 June 2011 and covered products including leather goods, trunks, suitcases, travel bags and handbags.
At the centre of the dispute was the meaning consumers could attach to '1717'.
The historic Maison Fauré Le Page was established in 1716 and had operated as a business selling arms, ammunition and leather accessories before ceasing its activities in 1992. Fauré Le Page Paris was established in 2009 and acquired the 'Fauré Le Page' trademark, while Fauré Le Page Maroquinier subsequently became the operator of the disputed marks.
The courts found that placing '1717' alongside the Fauré Le Page name could lead consumers to believe there had been continuity between the historic business and the modern company, including a transmission of long-standing know-how.
The case initially went in Fauré Le Page's favour. On 4 October 2016, the Paris Court of Appeal rejected Goyard's challenge. But the Cour de cassation overturned that decision on 27 June 2018, sending the dispute back for further consideration.
On 23 November 2021, the Paris Court of Appeal ruled that the two 'Fauré Le Page Paris 1717' marks were deceptive and should be cancelled. Fauré Le Page subsequently appealed to the Cour de cassation.
European Court Ruling Set the Stage for Goyard Victory
The case then reached the Court of Justice of the European Union after the Cour de cassation referred three questions on 5 June 2024 concerning the interpretation of EU trademark law.
In its 26 March 2026 ruling, the CJEU held that a number incorporated into a trademark can contribute to deception where consumers understand it as indicating an old founding date and associate that history with long-standing expertise, quality and prestige that does not correspond with reality.
The ruling did not itself cancel the Fauré Le Page trademarks. Instead, it provided the legal interpretation that the French courts then applied to the dispute.
The Cour de cassation has now rejected Fauré Le Page's appeal and upheld the Paris Court of Appeal's finding that the two marks were invalid because they were deceptive.
The French court found that the marks could lead the relevant public to believe there had been continuity of the historic business and a transmission of long-standing know-how to the modern luxury leather-goods company. It held that this perception could affect how consumers viewed the quality and prestige of the goods sold under the marks.
The Cour de cassation also ordered the Fauré Le Page companies to pay €5,000 to Goyard under Article 700 of the French Code of Civil Procedure, in addition to the costs of the proceedings.
For Goyard, the ruling brings a nearly 14-year legal battle to its conclusion.
The case also highlights the legal issues that can arise when heritage claims form part of a luxury brand's identity. A historic date may be part of a brand's identity, but when it suggests a particular history, expertise or continuity, courts can examine whether that impression accurately reflects the business and products being sold.
The ruling is specific to Fauré Le Page's disputed '1717' trademarks. But after years of litigation, the case demonstrates how a seemingly simple date can become a major legal issue when heritage forms part of a luxury brand's identity.
