{"id":36337,"date":"2026-09-02T08:00:33","date_gmt":"2026-09-02T06:00:33","guid":{"rendered":"https:\/\/kpw.law\/?p=36337"},"modified":"2026-09-01T20:59:45","modified_gmt":"2026-09-01T18:59:45","slug":"euipo-reverses-the-mykonos-trademark-decision","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/euipo-reverses-the-mykonos-trademark-decision\/","title":{"rendered":"EUIPO nullifies the trademark MYKONOS"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"809636\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-36351 size-large not-transparent\" alt=\"EUIPO kippt die Marke MYKONOS, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/EUIPO-kippt-die-Marke-MYKONOS-1024x576.avif\" style=\"--dominant-color: #809636; object-position:50% 83%\" data-object-fit=\"cover\" data-object-position=\"50% 83%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/EUIPO-kippt-die-Marke-MYKONOS-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/EUIPO-kippt-die-Marke-MYKONOS-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/EUIPO-kippt-die-Marke-MYKONOS-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/EUIPO-kippt-die-Marke-MYKONOS-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/EUIPO-kippt-die-Marke-MYKONOS-2048x1152.avif 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_7c7097f9457e237e83b736410cb7f5a4\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">EUIPO<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">nullifies the trademark<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Mykonos<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-09-02T08:00:33+02:00\">2. September 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">of<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Can the name of a dreamy Greek island be reserved as a trademark for perfumes and cosmetics? No, says the EUIPO, which is precisely why it invalidated the MYKONOS trademark. For companies with geographic trademark names, this decision raises a fundamental question.  <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 id=\"h-parfums-unter-dem-namen-einer-insel\" class=\"wp-block-heading\">Perfumes Named After an Island<\/h2>\n\n<p class=\"wp-block-paragraph\">The case raises a fundamental issue of <a href=\"https:\/\/kpw.law\/en\/fields-of-law\/trademark-law\/\">trademark law<\/a> that extends far beyond the Aegean Sea. On December 10, 2019, someone filed an application to register the word mark MYKONOS as <a href=\"https:\/\/kpw.law\/en\/topics\/trademark\/\">a trademark<\/a>. On May 22, 2020, it was registered as EU trademark No. 18 162 723 for goods in Class 3, including perfumes, fragrances, toiletries, body deodorants, and deodorants and antiperspirants.  <\/p>\n\n<p class=\"wp-block-paragraph\">On August 8, 2023, an Italian company filed an application with the EUIPO to have the trademark declared invalid for all registered goods. The Italian company based its request on the grounds that \u201cMYKONOS\u201d was descriptive and lacked distinctiveness, and additionally cited its own unregistered commercial designations and domain names containing the element \u201cmykonos.\u201d The EUIPO Cancellation Division rejected the application in its entirety by decision dated November 25, 2024. It held that, although Mykonos is known as an island, it has no discernible meaning in relation to perfumes or cosmetics, and therefore the trademark is not descriptive.   <\/p>\n\n<p class=\"wp-block-paragraph\">The Italian company filed an appeal against this decision on January 22, 2025.<\/p>\n\n<h2 id=\"h-zwei-gegensatzliche-lesarten-einer-insel\" class=\"wp-block-heading\">Two Contrasting Interpretations of an Island<\/h2>\n\n<p class=\"wp-block-paragraph\">The Italian company argued that Mykonos is known throughout Europe as a Mediterranean vacation destination and has historical ties to perfume production, citing an ancient perfume factory on the neighboring island of Delos as well as numerous perfumes already on the market that include &#8220;Mykonos&#8221; in their names.<\/p>\n\n<p class=\"wp-block-paragraph\">The trademark owner countered that Mykonos has no relevant perfume or cosmetics industry. Archaeological anecdotes from antiquity do not establish a current connection to modern perfumery. Furthermore, there are numerous other EU trademarks consisting of the names of Greek islands or European cities, such as Naxos, Como, Positano, Venice, and Avignon. Finally, the trademark owner cited the judgment of the Court of Justice of the European Union in the ICELAND case and argued that that decision concerned the name of a country and could not be applied to a small island.   <\/p>\n\n<h2 id=\"h-beschwerdekammer-erklart-marke-mykonos-fur-nichtig\" class=\"wp-block-heading\">Appeals Board Declares the MYKONOS Trademark Invalid<\/h2>\n\n<p class=\"wp-block-paragraph\">The First Board of Appeal of the EUIPO upheld the appeal with <a href=\"https:\/\/euipo.europa.eu\/eSearchCLW\/#key\/trademark\/APL_20260611_R0153_2025-1_018162723\">Decision dated June 11, 2026 \u2013 Case No. R 153\/2025-1  <\/a>. It overturned the decision of the Cancellation Division and declared the EU trademark MYKONOS invalid for all registered goods. The review was limited to the issue of descriptive character.   <\/p>\n\n<h2 id=\"h-wann-ist-ein-inselname-beschreibend\" class=\"wp-block-heading\">When is an island name descriptive?<\/h2>\n\n<p class=\"wp-block-paragraph\">In the opinion of the Board of Appeal, the decisive factor is whether, at the time of the trademark application\u2014in this case, on December 10, 2019\u2014a geographic name was likely to be understood by the public as an indication of the geographic origin of the goods in question. In this regard, the Board relied on the principles established by the European Court of Justice as early as 1999 in the Windsurfing Chiemsee case ( <a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/?uri=CELEX%3A61997CJ0108&amp;qid=1788258009676\">ECJ Judgment of May 4, 1999 \u2013 Cases C-108\/97 and C-109\/97 <\/a>): Geographic names may not be registered as trademarks if they are already well-known in connection with the relevant goods, or if they are likely to be used to identify such goods in the future and must therefore be kept available for competitors.<\/p>\n\n<p class=\"wp-block-paragraph\">From the Board\u2019s perspective, two factors were decisive in applying this standard to Mykonos. First, even before the application was filed in 2019, the island was already known to a significant portion of the relevant public in the EU as a Greek island with unspoiled nature, a long history, and a vibrant nightlife. Second, Mykonos is associated with a Mediterranean climate and Mediterranean vegetation, which provide natural ingredients such as olives, rosemary, thyme, and lavender\u2014ingredients typically used in the manufacture of fragrances and cosmetics. Since goods in Class 3 do not require sophisticated production facilities and can even be handcrafted, the Board considered it obvious that consumers would attribute a geographical origin to the MYKONOS trademark.   <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-blue-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">Taking into account the characteristics of the Greek island of Mykonos described above [&#8230;] and the nature of the goods in question [&#8230;] it must be assumed that, at the time of its application, the contested EU trademark served, in the minds of the relevant public, as an indication that those goods originated in Mykonos.<\/p>\n<\/blockquote>\n<\/div>\n\n<h2 id=\"h-ist-eine-insel-etwas-anderes-als-ein-staat\" class=\"wp-block-heading\">Is an island different from a country?<\/h2>\n\n<p class=\"wp-block-paragraph\">The trademark owner had argued that the case law of the Court of Justice of the European Union regarding ICELAND (<a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/?uri=celex:62023TJ0105\">Judgment of July 16, 2025 \u2013 Case No. T-105\/23 <\/a>) was not transferable because it involved the name of a country, and consumers perceive country names differently than the name of a small island. The Board of Appeal did not follow this distinction in its reasoning. It directly applied to the island of Mykonos the principle confirmed in the ICELAND decision, according to which it is sufficient that a geographical name could serve to indicate origin in the future. In doing so, it also drew upon the earlier case law regarding NEUSCHWANSTEIN (   <a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/?uri=CELEX%3A62016CJ0488&amp;qid=1788258079738\">ECJ Judgment of September 6, 2018 \u2013 Case No. C-488\/16 P <\/a>), according to which geographic names must remain available to competitors in the public interest if they are already well-known in connection with the relevant goods or could become so in the future.<\/p>\n\n<p class=\"wp-block-paragraph\">For the trademark owner, this meant that neither Mykonos\u2019s current reputation for perfumes nor the existence of actual production facilities was required. In the Chamber\u2019s view, the name\u2019s potential future suitability as an indication of origin was sufficient. The Chamber also rejected the reference to other registered island and city trademarks, since earlier registrations did not have binding effect and each trademark must be examined individually and rigorously.  <\/p>\n\n<h2 id=\"h-was-bedeutet-das-fur-andere-geografische-markennamen\" class=\"wp-block-heading\">What does this mean for other geographical brand names?<\/h2>\n\n<p class=\"wp-block-paragraph\">This decision follows a line of cases stretching from Chiemsee through NEUSCHWANSTEIN to ICELAND. As early as 2015, the Court of Justice of the European Union had <a href=\"https:\/\/kpw.law\/fuerstentum-monaco-wird-markenschutz-versagt\/\">denied the Principality of Monaco registration of its own country name<\/a>. What is new is that the Board of Appeal has explicitly applied the same standard to a comparatively small island as well, without requiring any current industrial production on site.  <\/p>\n\n<p class=\"wp-block-paragraph\">Companies that choose place names or regional names as part of their trademarks face an increased risk. This is particularly true if the region is well-known for tourism and a plausible connection to the goods in question can be established\u2014for example, through raw materials typical of the region. At the same time, the NEUSCHWANSTEIN case demonstrates that not every name with a geographical connotation is automatically descriptive. In that case, the European Court of Justice upheld the registration because the castle served not as a place of production but only as a marketing location for the goods in question. The distinction remains a matter to be determined on a case-by-case basis.    <\/p>\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">The decision is consistent with a trend in European case law to grant trademark protection to geographic names only with great reluctance whenever a plausible connection to the goods in question can be established.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A critical point is that the Board sets comparatively low requirements for a future claim of origin. It relies heavily on general statements about the Mediterranean climate and craftsmanship, which could similarly be applied to numerous regions around the Mediterranean, even though Mykonos itself does not have a significant perfume or cosmetics industry. The trademark owner had challenged precisely this point but was unable to prevail because, in the Board\u2019s view, existing production is not a determining factor.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It remains to be seen how far this standard can be extended before virtually every well-known place name is deemed potentially descriptive for nearly every class of goods.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_db7e4a6d79034697e5de5a2ae5f63d60\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-a768b15a wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The EUIPO has invalidated the MYKONOS trademark for perfumes. What this decision means for companies with geographic brand names. <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5376,6561,6613,5042],"thema":[4895],"rechtsgebiet":[4898],"produkt":[],"class_list":["post-36337","post","type-post","status-publish","format-standard","hentry","category-general","tag-absolute-grounds-for-refusal","tag-geographic-indication","tag-mykonos","tag-trademark-en","thema-marke-en","rechtsgebiet-markenrecht-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>EUIPO Reverses the MYKONOS Trademark Decision<\/title>\n<meta name=\"description\" content=\"The EUIPO has invalidated the MYKONOS trademark for perfumes. What this decision means for companies with geographic brand names.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kpw.law\/en\/euipo-reverses-the-mykonos-trademark-decision\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EUIPO nullifies the trademark MYKONOS\" \/>\n<meta property=\"og:description\" content=\"The EUIPO has invalidated the MYKONOS trademark for perfumes. 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