Interesting find. I see the IP in question is a 2014 Chinese design patent - so, first you need a design patent that hasn't expired, and then you need to show that it has been infringed.
I note that the case is against both the manufacturer and the seller (presumably the company which commissioned the production and sells to wholesalers) and that although the four-way navigation keys use a slightly different shape, that was not enough to distinguish the copy.
(Generally speaking, IP includes design patents, patents, trademarks, and copyrights, each of which has its own rules. There might be other relevant forms of IP too - perhaps those relating to passing off copies of luxury goods. It's notable that mask copyright on chips has a shorter life than copyright on creative works such as software, so that's two different kinds of copyright.)
Quite interesting that the copy is using different firmware - this isn't a case of the code or the chip design leaking out or being reversed, it's more a case of making something which supposedly works the same way... but doesn't quite, as it turns out.
Decades ago, when visiting Thailand, I bought a Faux-lex from a street vendor (~$20).
She was proud to tell me that it had a Seiko movement (implying that it would be accurate and reliable). But on her table I noticed several "Siege" watches as well, so maybe the one I bought had a "Siege" movement as well!
B^)
Next time, if I decide to put a fresh battery in it, I'll try to remember to check to see if there is any indication of who made the movement.