Is LVMH to acquire De Beers' tradename?

The famous diamond company De Beers is rumored by the financial circles to seek to sell its tradename. Several luxury conglomerates stand out as potential acquirers, amongst them the French group LVMH. However its spokesman declined to make any statement on the matter for the time being.
De Beers controls 60% of the diamond market but has not succeeded to develop its name outside of the specialized field of rough diamond trade. Although De Beers' name is famous worldwide, the Company has no other activity than pure diamond trade.
Watch brands possessed by LVMH include Christian Dior, Fred, TAG Heuer, Ebel, Chaumet, Fendi, Zenith (jointly owned with Prada), Donna Karan.