Fashion chain French Connection has won its right to keep the much-contested FCUK logo on its watches and jewellery.

Retired businessman Dennis Woodman launched an attack on the retailer, branding the logo as against "generally accepted principles of morality" and said it could be misread as a swear word.

However, The UK Trade Mark Registry said it threw out the complaint, pointing out the brand's success and reminding that it was an abbreviation of French Connection United Kingdom.

Woodman did not contest the use of the logo on any other of the company's lines such as clothing.

French Connection recently said it would scale down use of the FCUK logo following spiralling sales and claims the brand had become tired and predictable.

Company campaigns using the logo have been censored a number of times by the Advertising Standards Agency.