It happened to an auction I was bidding on. It was a "windproof" style casino lighter and the person called it "Zippo like" and Zippo considered that to be a rights infringement - so eBay pulled the auction.

I would think that since Gretsch authorized the use of their name on the strike that you would certainly have the right use their name in the title. I think eBay takes the position that if a rights holder complains that is the end of the discussion - listers, who are providing eBay's bread and butter, don't seem to have any standing in the dispute.