The garment industry, watches and accessories, is a segment that works with great effort to make their products stand out in a highly competitive market. Positioning a brand in the mind of consumers and the general public, through multimillion investments through quality and advertising, among other means, becomes vulnerable due to counterfeiting. Unfortunately, there is a segment of consumers who consciously produces demand for spurious goods, which encourages unscrupulous people to reproduce brands and the products they protect, particularly brands that the public values and in many cases, those that have become aspirational brands. Counterfeiting not only shifts the sale of the legal product, thereby generating significant damage to companies, local economies and the market in general, but seriously damages the image of the brand. Also, depending on the product, it may represent damage to people’s health. Panelists will share the challenges and cases that their clients face in a market where counterfeiting is growing and in which there are products that are not what they seem.