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Lewis Hamilton loses 3-year-legal battle to ban luxury watchmaker's 'Hamilton' brand name the firm has been using even before he was born

Lewis Hamilton's winning streak has ended after losing a three-year legal battle to block a luxury Swiss watchmaker from trademarking the name 'Hamilton'. 

The Formula One world champion was slapped down after trying to prevent Hamilton International from registering its brand in Europe. 

An EU court threw out his case and said he had no 'natural right' to the name, which the watchmaker has been using since the 19th Century.

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