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.
It pointed out the established firm, which has been worn by celebrities including Elvis Presley, has had 'Hamilton' on its accessories well before the 30-year-old racer was born.
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