Il TUE Nega La Registrabilità Come Marchi Tridimensionali Delle Borse Di Bottega Veneta
Con due sentenze dello scorso 22 marzo nelle cause T-409/10 e T-410/10, il Tribunale dell'Unione Europea ("TUE") ha confermato le decisioni della prima commissione di ricorso dell'Ufficio per l'Armonizzazione del Mercato Interno ("UAMI") con cui si negava a Bottega Veneta International Sàrl ("BV") la registrazione come marchi comunitari tridimensionali di due diverse forme di borsetta, caratterizzate l'una dalla particolare conformazione dei manici e l'altra dall'assenza di dispositivi di chiusura (i "Marchi Richiesti").
Tali decisioni erano state impugnate da BV dinanzi al TUE sulla base della pretesa violazione da parte dell'UAMI dell'articolo 7 (1)(b) e (3) del Regolamento 207/2009 sul marchio comunitario, secondo il quale "sono esclusi dalla registrazione i marchi privi di carattere distintivo", salvo il caso in cui, benchè originariamente privi di carattere distintivo, lo abbiano poi acquisito "in seguito all'uso che ne è stato fatto". In pratica, BV sosteneva: a) che i Marchi Richiesti fossero dotati di "carattere distintivo intrinseco" e b) che, in ogni caso, avessero acquistato tale distintività "in seguito all'uso prolungato ed intenso" che ne era stato fatto. In aggiunta, secondo BV l'UAMI aveva errato nel non considerare, nell'esaminare la registrabilità dei Marchi Richiesti e in particolare il loro carattere distintivo, l'aspetto intrecciato della superficie delle borse ivi riprodotte, tipico di BV.
Nelle decisioni in commento, il TUE ha respinto le argomentazioni di BV concludendo in favore dell'UAMI. In particolare, quanto all'obiezione mossa da BV sub a), il TUE ha premesso innanzitutto che, benchè i criteri per determinare il carattere distintivo dei marchi tridimensionali siano gli stessi usati per le altre categorie di marchi, in concreto può essere più difficile stabilire il carattere distintivo di un marchio tridimensionale costituito dalla forma di un prodotto, poiché "non è abitudine del consumatore medio presumere l'origine dei prodotti sulla base della loro forma in assenza di qualsivoglia elemento grafico o testuale"; in aggiunta, "più la forma della quale è richiesta la registrazione come marchio assomiglia alla forma che con ogni probabilità assumerà il prodotto, più è verosimile che tale forma sia priva del carattere distintivo". Detto questo, per determinare se la forma esteriore di una borsa possiede carattere distintivo, bisogna valutare se essa "si discosti in maniera significativa ... dalla norma o dagli usi...
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