You don't seem to get that Rolex's actions actually have nothing to do with Oyster & Pop. If Rolex, or any other company selling any other product, does not enforce their TM, they lose it. Rolex wouldn't be afraid of Oyster & Pop nor would they want to squash them. What they more rightly are concerned about is if they don't defend the TM, it allows knockoff manufacturers to start using the Oyster name. Oyster & Pop should have been a bit more diligent in doing a trademark search before putting the Oyster name on a timepiece. It doesn't matter that the timepiece looks nothing like a Rolex. It's a timepiece, and if Rolex lets it go, it opens the door for any knockoff to use the name. Rolex, or any other company in a smiliar situation, wouldn't have a choice. Once Oyster & Pop used that name, it tied their hands.Did you name your car company "A1 Quattro" after your hometown?
Oyster & Pop is selling a clever children's learning tool. Rolex is selling overpriced fashion watches to tools. Big difference.
I'm way more irritated with Oyster & Pop because I don't believe that they intentionally tried to use the name. IMO they were just sloppy about considering naming and the legal implications. Rolex isn't the first cause here, and now that they forced Rolex's hand, they're playing the victim.