Watch what you say! Luxury manufacturer demands an apology from Italy's prime minister after he described anti-capitalist rioters as 'rich, spoiled brats with Rolexes'

  • Rioters devastated Milan last week in protest against city's Expo global fair
  • PM Matteo Renzi said 'those with Rolexes went around destroying shops'
  • Rolex took out newspaper adverts arguing watches were cheap knock-offs

Luxury watchmaker Rolex demanded an apology from Italy's prime minister today for saying that violent demonstrators who devastated Milan last week were 'rich, spoiled brats with Rolexes'.

The company took out full-page adverts in major national newspapers to contest the remarks after police fired tear gas at protesters who threw stones and petrol bombs and broke shop windows.

In his address to parliament on the riots – protests against Milan's Expo global fair – Interior Minister Angelino Alfano said police photos showed that one demonstrator who defaced a bank window appeared to be wearing a Rolex. 

Luxury watchmaker Rolex demanded an apology from Italy's prime minister today for saying that violent demonstrators who devastated Milan against the city's Expo global fair were 'rich, spoiled brats with Rolexes'

Luxury watchmaker Rolex demanded an apology from Italy's prime minister today for saying that violent demonstrators who devastated Milan against the city's Expo global fair were 'rich, spoiled brats with Rolexes'

'Yesterday, on the streets I saw b******* wearing hoods and rich, spoiled brats with Rolexes,' Alfano told parliament. 

Later, Prime Minister Matteo Renzi thanked the citizens of Milan for cleaning up the damage caused by 'those with Rolexes who went around destroying shop windows'.

The watchmaker, which sponsors major sporting events and has supported Milan's famous La Scala opera house, reacted angrily.

Rolex's CEO for Italy, Gianpaolo Marini, wrote in the open letter in the newspapers that the low quality of the pictures of the violent demonstrators left considerable doubt as to whether they were wearing Rolexes and whether they were real or the cheap knock-offs sold on Italian streets.

He denounced 'the unacceptable linking of the image of Rolex with the devastation in Milan and the world of subversive violence'.

Both the prime minister and the interior minister had no immediate response to the advertisement.

Backlash: Prime Minister Matteo Renzi thanked the citizens of Milan for cleaning up the damage caused by 'those with Rolexes who went around destroying shop windows'

Backlash: Prime Minister Matteo Renzi thanked the citizens of Milan for cleaning up the damage caused by 'those with Rolexes who went around destroying shop windows'