Publicly available trademark documentation identifies Shenzhen Lika Trading Co., Ltd. as the applicant and owner associated with the LICARR mark. A publication from the Intellectual Property Office of the Philippines (IPOPHL) records a LICARR application filed on December 27, 2023, by Shenzhen Lika Trading Co., Ltd., with an address in Bao’an District, Shenzhen, Guangdong, China.[1]

United States trademark records provide earlier evidence of the brand’s commercial activity. A LICARR application was filed in the U.S. on June 14, 2019, covering watches, clocks, jewelry, watch bands, and related goods.[3] A subsequent U.S. filing, serial number 98334221, was submitted on December 28, 2023. According to trademark records, this mark was registered on January 14, 2025. The registered design consists of the word LICARR together with a geometric emblem incorporating a shield-like outline.

Meaning of the name

Trademark documentation explicitly states that “LICARR” has no meaning in a foreign language. There is no documented translation or established dictionary definition behind the brand name. Consequently, LICARR is treated as a coined brand name rather than a word with a known linguistic origin.

LICARR’s branding centers on a combination of fashion, sport, everyday practicality, military-inspired styling, multifunctional watches, and affordable luxury aesthetics. Product listings repeatedly describe the watches using terms such as “sports,” “military,” “fashion,” “casual,” “business,” and “luxury.”[2]

This positioning suggests that LICARR focuses less on traditional Swiss-style watchmaking prestige and more on visually distinctive watches that provide the appearance and functions associated with more expensive fashion or sports watches at a relatively accessible price point.

Men’s watches

Men’s watches constitute a substantial portion of the LICARR catalog. Examples include:

• LC9508: Analog quartz watch with calendar, chronograph, and luminous functions.
• LC9511: Men’s fashion/military-style chronograph.
• LC9515: Sport-oriented digital watch.
• LC9516: Quartz men’s sports/fashion watch.
• LC9519: Digital sports watch.
• LC9520: Multifunction digital sports/military watch.
• LC9524: Analog quartz watch with date and luminous functions.
• LC9538: Analog-digital multifunction sports watch.

These examples demonstrate the breadth of the catalog rather than a single unified design language.[2]

Women’s watches

LICARR also retails women’s watches. For example, model 7301 is marketed as a women’s quartz fashion watch with waterproof and luminous features. Philippine marketplace listings show LICARR women’s watches being sold alongside the men’s collection.

Digital watches

Digital models are a recognizable part of the LICARR range. Some models incorporate functions such as stopwatch, alarm, calendar, day-of-week display, LED illumination, and 12/24-hour formats. For instance, the LC9520 is described as a multifunction digital watch featuring stopwatch, alarm, date, week, and LED-light functions.[2]

The LICARR catalog is primarily oriented toward quartz and digital movements rather than mechanical luxury watchmaking. Certain analog models, such as the 9524, are described as using an imported Japanese quartz movement.[4] Similarly, listings for model 9508 identify the movement as quartz originating from Japan.[4]

This technical specification positions LICARR fundamentally as an affordable quartz and fashion-watch brand rather than a traditional mechanical-watch manufacture.

Materials vary by model, but commonly advertised components include alloy cases, ABS cases on select digital or sport models, stainless-steel case backs, stainless-steel bracelets, leather straps, rubber straps, mineral glass, and Hardlex-type crystal on specific models.

For example, the LC9524 uses an alloy case, mineral glass, stainless-steel back, and leather strap, while the LC9520 utilizes an ABS/alloy case and rubber strap.[4] This construction profile is generally consistent with the budget-to-affordable fashion-watch category, distinct from premium watchmaking segments that typically employ higher-grade steels, sapphire crystal, and proprietary mechanical movements.

Water resistance specifications vary by model. Some LICARR watches are rated at 3 BAR / 30 m, while others are marketed at 5 ATM / 50 m.[4] Manufacturer descriptions generally frame these ratings as suitable for everyday situations such as hand washing, rain, sweating, water splashes, and some short-term immersion. Users are advised to check the exact specifications of each model rather than assuming uniform water resistance across the entire brand lineup.

LICARR watches generally emphasize large, visually prominent cases and multifunctional dials. The men’s collection frequently features large round cases, chronograph-inspired layouts, multiple sub-dials, luminous hands and markers, bold indices, metallic finishes, and color combinations of black, silver, gold, and blue. Strap options include leather, rubber, and steel.

Digital and sports models extend this aesthetic with larger cases and prominent displays. The resulting design philosophy can be described as “fashion-forward utility,” intended to convey a sporty, rugged, or luxurious appearance while providing everyday functionality.

The current U.S. trademark registration provides specific details regarding the logo. The mark consists of the stylized word LICARR accompanied by a geometric emblem. Trademark documentation describes this emblem as a geometric pattern resembling an incomplete cube or front-facing structure enclosed by a five-sided shield shape. Visually, this imparts a technical, geometric, and sporty identity distinct from traditional script-based luxury-watch aesthetics.

LICARR is not positioned in the same tier as heritage brands like Rolex, Omega, Longines, Tissot, Seiko, or Citizen, where proprietary movements and horological history are primary selling points. Instead, LICARR competes directly in the broad market for affordable fashion watches, sports watches, casual watches, and inexpensive multifunction quartz watches.

Online listings emphasize attributes such as “fashion,” “sports,” “military,” “luxury,” “business,” “waterproof,” and “multifunctional.”[2] In the Philippines, LICARR watches are available on platforms like Shopee and TikTok Shop at accessible price points. Marketplace listings show prices ranging from several hundred Philippine pesos to the low-thousand-peso range, depending on the model and seller.

LICARR maintains a significant online retail presence in the Philippine market. Distribution channels include Shopee, TikTok Shop, and various local online sellers. A Shopee storefront identified as LICARR Shop has listed hundreds of products and displayed high seller ratings and follower counts.

TikTok Shop listings under LICARR Official PH offer models such as the 9508, 9524, and various sports and digital watches.[4] While the Philippines represents an important online retail market for the brand, available evidence does not establish LICARR as a Philippine-owned company.

A website operating under the name LICARR Official presents the brand’s watches directly, listing individual models such as the 9520, 9524, and 9502.[2]

LICARR has a documented trademark footprint. U.S. records show a word mark filed in 2019 for watches, clocks, and jewelry-related goods,[3] followed by a stylized mark filed in 2023. The latter was registered in the United States on January 14, 2025, under registration number 7,649,275. Additionally, the Intellectual Property Office of the Philippines published a LICARR application in 2024 identifying Shenzhen Lika Trading Co., Ltd. as the applicant.[1]

The trademark falls under International Class 14, which encompasses precious metals, jewelry, and horological instruments, including watches and clocks.[3]

Luxury status

LICARR is not considered a luxury watch brand in the conventional horological sense. Although marketing materials occasionally use terms like “luxury” and “high quality,” the brand’s products, movements, materials, pricing, and distribution align with the affordable fashion-watch category. Describing a LICARR watch as “luxury-style” or “luxury-inspired” may accurately reflect its aesthetic positioning, but it does not classify the brand as a luxury manufacturer comparable to established Swiss or Japanese premium makers.

Country of origin

Based on trademark evidence, LICARR is associated with a Chinese company, Shenzhen Lika Trading Co., Ltd., located in Shenzhen, Guangdong.[1] However, distinctions exist between brand origin, movement origin, and country of manufacture. For example, Philippine listings for the LICARR 9508 identify the country of origin as Mainland China while separately specifying the movement origin as Japan.[4]

Price segment

LICARR competes in the budget and entry-level watch market. Philippine marketplace listings have shown price examples such as:

• LC9519 digital: approximately ₱399
• Women’s 7301: approximately ₱539
• LC9516: approximately ₱569
• Other men’s models: approximately ₱1,000+

Prices fluctuate based on promotions and sellers; these figures serve as examples rather than official manufacturer suggested retail prices.

Summary

LICARR is a Chinese-origin affordable fashion-watch brand associated with Shenzhen Lika Trading Co., Ltd. It produces quartz, digital, and analog-digital wristwatches aimed primarily at the fashion, casual, sports, and military-inspired segments. The catalog emphasizes multifunctionality, contemporary styling, and accessible pricing. With trademark registrations covering watches, clocks, and jewelry, LICARR has established an online retail presence in markets including the Philippines. It is best understood as a fashion and accessory brand rather than a traditional haute-horlogerie or heritage watch manufacturer.

1. Intellectual Property Center, 28 Upper McKinley Rd.
2. LICARR Brand Original Men’s Watch Fashion light Sports Calendar Waterp – LICARR Official
3. LICARR Trademark Application of Shenzhen Lika Trading Co., Ltd. – Serial Number 88473069 :: Justia Trademarks
4. LICARR Brand Waterproof Watch Men Fashion Sports Leather Watches – TikTok Shop Philippines