Aman has won a land mark case in the luxury brand space.
How well-known can a brand truly be when it’s designed to remain quietly out of reach? That was the very question Singapore’s Court of Appeal confronted over a decade ago in a landmark legal battle between Aman—the revered, Swiss-based hospitality group synonymous with serene ultra-luxury—and a local property developer attempting to borrow the glow of its name. At stake: the right to exclusive use of “Amanusa,” a name tied to one of Aman’s most discreet yet iconic Balinese resorts.
Aman’s case was as rarefied as its clientele. With rooms that begin at $1,500 a night and climb well into five figures, Aman doesn’t court mass appeal—it cultivates mystique. And yet, in 2009, the Singaporean court confirmed something extraordinary: even a brand that thrives on invisibility can be “well-known” in the eyes of the law—if it’s known by the right people.
The Battle for the Name
The dispute began in 2006, when Amanresorts Limited (“Aman”) sought to prevent Singapore-based Novelty Pte from using the name “Amanusa” for a residential project. Aman argued the name was unmistakably linked to its Bali resort of the same name—a sanctuary of peace whose very name combines the Sanskrit word Aman (“peace”) with a location-specific suffix.
Aman’s claim rested on trademark law and the principle of “passing off,” asserting that Novelty’s use of the name might mislead discerning consumers into believing there was a connection between the developer’s property and Aman’s elevated world of barefoot luxury.
The High Court ruled in Aman’s favor in 2008, finding the brand’s trademarks—characteristically minimalist, serene, and site-specific—had achieved well-known status in Singapore. The decision was later affirmed on appeal, cementing Aman’s victory and prompting a broader examination of what it means for a brand to be famous in the world of the hyper-affluent.

The Luxury Paradox: Obscurity as Strategy
At the heart of the appellate ruling lies a paradox: how can a brand that intentionally shuns mainstream visibility prove it holds meaningful market power?
The answer, according to the court, lies in the concept of goodwill. A cornerstone of trademark protection, goodwill need not span a mass audience—it can reside within an elite few. In Aman’s case, its clientele was narrow by design: affluent global travelers, Centurion and Platinum cardholders, the kind of consumer who knows that true luxury whispers.
The court found this exclusivity didn’t weaken Aman’s claim—it strengthened it. “The exposure [Aman has] succeeded in establishing is plainly limited to the well-heeled,” the judges wrote, acknowledging the brand’s purposeful decision to forgo conventional advertising in favor of highly curated, high-touch engagement. In a survey presented during the case, the vast majority of the general public couldn’t identify Aman or its properties. But that, the court said, was beside the point.
After all, this was a brand known not for billboards or logos, but for removing them. As Time magazine once put it: “Much of what makes Aman distinctive is how studiously they avoid most of the signifiers that the rest of the hospitality industry employs… There are virtually no logos anywhere, except on matchbook covers and stationery.”

Quiet Power: What the Case Means for Luxury Brands
Aman’s legal win had ripple effects far beyond Singapore. It confirmed a compelling truth for brands playing in the uppermost tiers of luxury: visibility does not equal value, and exclusivity is not a liability.
The decision laid out a blueprint for how high-end brands—whether in fashion, hospitality, or lifestyle—can protect their identities even without mass-market awareness. What matters is intentionality. Strategic, focused outreach to the right audience can create legally recognized goodwill, even if the average person on the street has never heard the name.
This precedent is especially powerful in today’s luxury landscape, where quiet luxury is not only desirable but defining. Aman, once content to be a whisper on the wind, is now growing its voice—launching skincare, apparel, and accessories under its name, extending its brand beyond the resorts while preserving its DNA of serenity and sophistication.
A Legal Blueprint for the World’s Most Discreet Brands
Aman’s win is more than a courtroom victory—it’s a masterclass in brand building for the rarefied few. For those creating ultra-exclusive, deeply considered experiences, the case offers a strategic north star: trademark protection doesn’t require ubiquity. It requires intention, clarity of audience, and a resonance that lingers long after checkout.
In the quietest corners of luxury, even a whisper can carry legal weight.