Yes, and here are ten quick examples of NON-Patek watches currently being called Calatrava
JAEGER LE COULTRE
I could go on.
Let's just say that Facial Tissues are generally called Kleenex, as in "Get me a Kleenex, I'm gonna sneeze"
... and in another example Costco just settled a major lawsuit from Tiffany WITHOUT PREJUDICE for calling their non-Tiffany rings TIFFANY:
Reuters July 19,2021
Tiffany & Co has ended its more than 8-year-old lawsuit accusing Costco of trademark infringement and counterfeiting for selling generic diamond engagement rings bearing the “Tiffany” name.
Lawyers for the companies on Monday filed a stipulation dismissing the case with the US District Court in Manhattan.
The dismissal came after a federal appeals court in August threw out a $21 million judgment that Tiffany, acquired in January by French luxury goods company LVMH, won in 2017 following a jury trial.
A trial judge had found Costco liable for selling the disputed rings, despite its claim that “Tiffany” had become a generic term and described the rings’ pronged setting. That left jurors to decide only how much Tiffany should recover.
But the appeals court said Costco acted in good faith, and that Costco customers were smart enough to realize Tiffany didn’t make or endorse the warehouse chain’s “Tiffany” rings.
And yes, I used to file copyright, TradeMark and patent applications for my company, and I do understand copyright law. But this is the "real world" and not a courtroom, so IMHO call it whatever you want.