Archer, the devil's in the details on this one. Have those other web sites actually entered into an agreement with Rolex to use one of their trademarked names? Or do they just sell watches that look a lot like Rolex, and may even descriptively mention Rolex in the nominative sense ("similar to..."), and have posted a disclaimer of their own accord to cover their bases?
Regardless if they have entered into an agreement or not, this is very commonly done. These are companies selling real Rolex parts, and generic Rolex parts. Since Rolex at one time actually supplied all these places with parts for resale, there's zero doubt that Rolex is aware of them and what they are doing. Some examples...
Cousins in the UK, so same jurisdiction as the Oyster & Pop clock company:
Casker in the US:
Jules Borel in the US:
Otto Frei in the US:
Esslinger in the US:
I could go on, but you get the picture. These companies regularly use both the Rolex name, and the names of specific models.
Now if Rolex is willing to allow this - places selling actual parts for their watches so the association couldn't be more clear - without taking any action, then why would they go after a small operation like Oyster & Pop, where there's clearly (to anyone with even 1/2 a brain) no connection to Rolex?
Now if this isn't enough, let's look at Time Delay Corporation in the US...this has their disclaimer:
So what do they make? Let's see:
Yes, custom dials, as well as custom bezels. But let's focus on the dials, because that has Rolex's trademarked names all over them...but they have marks on the dials indicating they are made by Time Delay - see the very bottom text:
So in this context, where companies regularly sell products with Rolex trademarks on them, and sell products for Rolex watches without any legal action from Rolex, does it not seem a bit much that they go after a couple of women making clocks for kids with no real connection to Rolex or any of their products?
I can only speak for myself, but being in the industry, Rolex is generally seen as the big green bully of the watch world, and this particular action just reinforces that for me. They are not a company I would feel comfortable doing business with...