The actress filed the lawsuit against ToyWatch USA, who have associated her moniker with a diamond-encrusted, white band watch.
She argues that the piece claims it is the same one she wore in her Oscar-winning role in The Blind Side.
The 47-year-old alleges that her publicity rights have been trespassed, and is now asking a judge in California for an injunction plus financial compensation, writes The Hollywood Reporter.
According to documents, she "will not voluntarily appear in print or other media for a company or product unless she carefully selects and believes in the company and product, and unless the compensation she receives is commensurate with the value of the exploitation of her name, image, identity, and persona".
However, Bullock is not asserting any claims on false advertising under the Lanham Act or trademark infringement in this lawsuit, as many celebrities have in the past.
Her sole claim is violation of her publicity rights, which will encourage the court to analyse whether the business used her name and image for commercial purposes.
> Sandra Bullock' more careful about choosing roles'