Chanel has tried to register its new fragrance called Jersey as a trademark in the UK, but after a complaint of the government of the Channel Island the UK Property Office rejected the trademark.
While geographical names are often nice and appealing trademarks (think of Mont Blanc pens and Columbia sportswear) protecting these names as a trademark is often not that simple. A trademark means obtaining an exclusive right and especially in view of geographical names this would mean that other companies would not be able to use the name as a indication of origin of the product.
In the Jersey matter the trademarks office ruled that as it should be kept for items made in the island and for reasons of public interest Jerseyshould be available to show the geographical origin of goods.
Source: BBC