In early 2025, Austrian businessman Kleindienst initiated proceedings to revoke the James Bond trademarks for the territory of the United Kingdom and Europe, on the grounds of non-use, for a period of 5 years. Danjaq, the company responsible for managing the rights of the most famous “world spy”, is the holder of several registered “James Bond” trademarks for the territory of the EU, covering a wide range of products and services.
Namely, in the event that the holder of a registered trademark does not use the trademark for the goods/services for which protection is sought, for a period of five consecutive years, others may challenge its validity. Kleindienst claims that Danjaq is not sufficiently using the James Bond trademarks for the goods and services for which they are registered. To defend its rights, Danjaq must provide evidence of active use by April 15. If they fail, their European James Bond trademarks could be expunged.
The real mystery is why Kleindienst is going after the James Bond name. Namely, Kleindienst has plans to use the James Bond brand in connection with his latest project, “The Heart of Europe” – an extravagant luxury resort on the Dubai coast inspired by European architecture and culture.
A search of the Emirates’ trademark registry revealed that Kleindienst had filed multiple applications for the James Bond trademark in late 2024, covering real estate, entertainment, and hospitality.
Danjak has prior rights to James Bond trademarks in the UAE, but only for cosmetics. It remains unclear whether that limited protection would be enough to prevent Kleindienst from using the name for his luxury resort. His attempt to eliminate Danjaq’s registered trademarks for EU territory is being interpreted as a strategic move so that he can freely promote and sell his James Bond-branded Dubai resort to European investors.