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Like any business, show business has a lot of inner workings that they would prefer you didn’t see. Unfortunately, thanks to some loose branding, the celebrity endorsement racket is getting a very public airing.

The lovely Charlize Theron has been appearing in ads for Raymond Weil for a while now, but apparently she had a little trouble keeping her brands in order and accidentally showed up at a film festival wearing a Christian Dior watch. That bit of brand treason may end up costing Theron $20 mil if Weil’s lawyers get their way. Oops.

More on the hectic world of celebrity endorsement»