Swatch ticks Apple off with "Tick Different" ad campaign


Apple's 'Think Different' ad campaign that ran from 1997 through 2002 is widely regarded as one of the most influential of its kind in recent history. Despite labeled initially as “crap” by none other than Steve Jobs, 'Think Different' has since proved a massive success for Apple and has garnered a plethora of awards and accolades.

Given that, it comes as no surprise that Apple has decided to take Swiss watch conglomerate Swatch to court after the latter decided to use the similar 'Tick different' slogan to advertise some of its products.

As can be expected, Swatch defends the ad campaign, chalking up the similarity in phrases up to a mere coincidence. Swatch CEO Nick Hayek has since gone on record to say that his company's catch phrase stems from an ad campaign from the '80s that was called 'Always different, always new.'

Apple Insider reports that the 'Tick Different' branding is currently used by Swatch to market only specific products from its lineup, namely the NFC-enabled Bellamy quartz watches. Further, the Swiss conglomerate was granted a U.S. trademark for the phrase, which was published in October 2016 and extended to January 2017, and holds the trademark in its home country as well.

Apple has already submitted a claim before the Federal Administrative Court of Switzerland which is currently being considered, Watson reports. In order to win the case, Apple must prove that Swatch's "Tick Different" phrase makes at least 50 percent of consumers think of an Apple product. How? It remains to be seen.


Apple's famous "To the crazy ones" ad

source: Watson via AppleInsider

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26 Comments

1. BradyCrack

Posts: 835; Member since: Dec 29, 2015

Nice. What's swatch?

3. Izoe

Posts: 149; Member since: Sep 02, 2010

Only one of the largest watch makers in the world. With subsidiaries like Omega, longines, Rado, Tissot and Hamilton to name a few

5. notfair

Posts: 755; Member since: Jan 30, 2017

Swatch Group watches Prestige and Luxury Range Blancpain Breguet Harry Winston Glashütte Original Omega Jaquet Droz Léon Hatot High Range Rado Longines Union Glashütte Middle Range Hamilton Certina Mido Tissot Balmain Ck Calvin Klein Entry Range Swatch Flik Flak Private label Endura

7. vincelongman

Posts: 5724; Member since: Feb 10, 2013

Wow, they are indeed huge Good to see so many watch makers getting into smartwatches Hopefully smartwatches get more affordable and useful soon

2. technitude

Posts: 263; Member since: Dec 19, 2013

Thought Apple was getting away from this. Do they really think "Tick Different" hurts the Apple brand?

4. ibend

Posts: 6747; Member since: Sep 30, 2014

because Apple can get some money if the win the case... so, why not?

9. SleeperOne

Posts: 370; Member since: Feb 25, 2017

Nope, but it gets their brand crusaders (fanboys) on high alert lol...

12. lyndon420

Posts: 6827; Member since: Jul 11, 2012

Apple's watch division has been a flop since its inception, so one can't really blame them for trying to recoup at least some of their investment.

14. kiko007

Posts: 7506; Member since: Feb 17, 2016

16. lyndon420

Posts: 6827; Member since: Jul 11, 2012

"While Apple hasn't announced its Apple Watch sales, saying that doing so could in some way help its competitors, the company has continued to argue that demand is high for the wearable it unveiled last year." It's no surprise that apple dominates the watch market...apple users are pretty much the only people buying them...well maybe the exception of techie lol.

18. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Apple ships the most watches. Most of them are still sitting on store shelves. Many retailers still have 1000's of the original model because they didn't sell. Even with price reductions they dont sell well. The Gear has one advantage. Since it has cellular capabilities, carriers can link it to an account, allow monthly payments which is a nice plus. The Apple watch doesn't have such, so the only way to buy them is outright. The Target across from where I have a customer offers the Watch for $100 off with the purchase of an iPhone 7 Plus and $50 off if you bought the base iPhone 7. They had huge signs at the front door, so I thought I'd check the store at its busiest time which is around 6PM. There was no one buying any phone, because Target doesn't do carrier signups. No Watches were sold either. As usual no one was even in the phone part of the store at all. Carriers dont offer the Watch because they cant get you on a payment plan, so its no benefit for them to sell it. The fact is, all Apple did was outship everyone. If you ship more product to the market, that will increase your market-share. That doesn't mean you actually have to or are selling it and that is what Kiko007 the Apple loyal-dummy keeps missing. Here is the pie chart. If Apple "ships" 6M Watches and Samsung only ships 500k and then all the Android Wear brands are "other" and they ship 2M combined, then Apple by default will have the biggest market-share, because they have more available product on the market...thus the term..."market-share". You don't have to sell any product to have the biggest market-share. Kiko doesn't understand this! The fact Apple hasnt given any sales whatsoever tells us its a flop. To be fair APple usually doesn't give sells numbers. But when Apple has bustin out the seems pre-order sales, they do announce them and here we are 3+ years of Apple Watch and no sales numbers have been give. I am sure Apple sells more smartwatches than any single brand, but it isn't saying much if Samsung sold 500,000 and Apple actually only sold 700,000 vs how many they actually shipped. I do see more of them now than I did 2 years ago. But that isn't saying much. I see more Gear S than I saw 2 years ago as well.

23. lyndon420

Posts: 6827; Member since: Jul 11, 2012

Whenever I see someone wearing a watch it's usually a traditional timepiece. To date I've seen maybe two Samsung gear varieties but not a single apple watch yet.

20. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Haha. I wanted an Apple Watch. But I was vastly disappointed after playing with it. You can't do much with it, unless you have a phone, or friends with the Watch. I didnt have an iPhone as a daily driver at the time I played with it. But I do have an iPhone 7 Plus now. I have had a chance to play with one for a day and I am still not impressed. I liek my Gear S better. For one, I never need my phone for any fuction son my Gear to work. I can even download apps directly to my Gear S3. The Apple Watch you cannot. The Gear S3 can be setup out the box without a Samsung phone, the Apple Watch cannot. Samsung Pay on my Gear S3 works all the time because the payment service only requires an internet connection. The Apple Watch does not have cellular capabilities thus Apple Pay only works when connected to the phone. STUPID! Other than a couple people I work with, I dont know anyone with an Apple Watch to play with the other stupid functions. It is simply a cool lookign device, that is totally useless. It is everything the original Gear was. At least the Gear S always has had cellular/wifi/BT capabilities. I dont understand how Apple releases a Watch 2 years after the original Gear S and not have cellular capabilities. With it, the Apple Watch or any similar product is a complete an uttered waste of money. Samsung now has 3 Gear S models with cellular hardware and Apple still has none. Yet it has the worse battery life vs any smart wearable on the market. If I cant keep the display on all day and not have it last all day...its pointless. My Gear S3 last 2 days even with an Always on Display. IMO all smart wearbles with exception of the ones that are specific for fitness, are all overprices pointless gadgets. NOTICE I SAID ALL. The main benefit to my Gear S3 is, because I am a cyclist, it is nice to ride and not carry a heavy phone in my pocket and still track my ride, my cadence and my heart rate from one device. But it is still way overpriced at $400 though!

22. marorun

Posts: 5029; Member since: Mar 30, 2015

*I dont understand how Apple releases a Watch 2 years after the original Gear S and not have cellular capabilities* Because apple want you to buy a phone , a tablet , a computer , a laptop and a watch. They dont make good product thats can easily canibalize the sell of others product. another reason i dont use apple product.

19. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

You don't know what market-share really means do you? Marketshare - the portion of a market controlled by a particular company or product. In order to have the biggest market-share, all one has to do is provide mor eof their products vs another company. Apple does I am sure sell more watches than others, but they have the biggest market due to out-shipping everyone. If Apple ships 6M Watches and all the Android Wear options combined only shipped 2M, then Apple will have the biggest market share by default. That doesn't mean they sold any or had the most sales. Apple has yet to even mention how many they have sold...EVER! So really you arent proving anything other than you love Apple more than life itself. Which is well....dumb!

6. RebelwithoutaClue unregistered

Perhaps Apple is paying Swatch back because Swatch sued Apple over the name iWatch back then.http://www.bbc.com/news/technology-37350870

8. NarutoKage14

Posts: 1327; Member since: Aug 31, 2016

No, it's because Apple will sue for any remote similarity to something they've used before. Remember that they sued a grocery store for naming itself A.pl, that's just ridiculous.

10. RebelwithoutaClue unregistered

Hey they even sued a German cafe named Apfelkind because their logo is an Apple. Which they lost btw.https://www.theguardian.com/world/2013/oct/07/apfelkind-cafe-trademark-battle-apple-germany And their (Apfelkind) logo doesn't even resemble Apple's logo (imo)http://i.telegraph.co.uk/multimedia/archive/02041/apfelkind-SUM_2041206a.jpg

11. NarutoKage14

Posts: 1327; Member since: Aug 31, 2016

I wonder if people can safely eat apples near Apple buildings without fear of being sued.

13. trojan_horse

Posts: 5868; Member since: May 06, 2016

Try eating an Apple near Apple's buildings and you'll get your ass sued! LMFAO

15. southernzombie

Posts: 357; Member since: Jan 17, 2017

make sure not to bite it in a way that looks like the logo

17. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Apple is such a hypocritical douchebag company. How many times have they stolen something form someone? Tick different? Doesn't remind me specifically of Apple's Think Different. But if you mention Apple in a phrase on in an article with Tick Different, then I think you will think of Apple only because its in your face at the time. Has Intel ever sued anyone for cleverly coming up with something similar to Intel Inside? Not likely. Apple sues over the most stupidest things. I hope you lose!

21. omnitech

Posts: 1131; Member since: Sep 28, 2016

Apple is bad for this industry in so many ways.

24. batmite

Posts: 197; Member since: Jan 19, 2017

Everybody wants to copy the best hence every company wants to be like Apple.

25. corporateJP

Posts: 2458; Member since: Nov 28, 2009

Let's not kid ourselves. Swatch did it to slap Apple in the face, it's obvious. However, I think it's great. It's even funnier how their exec is covering up for it like a nine-year-old fatboy with chocolate all over his face standing next to the empty cookie jar. Apple makes cool sh*t. But it's mostly stolen tech that is grossly overpriced. And a bunch of douche, sue-happy hippies run the company. A 5c and iPad 2 were the last Apple devices allowed in my house before the ban, my family knows better now. Johnny Ive can suck it...he likes to anyhow per his boss.

26. Moose

Posts: 418; Member since: Jan 05, 2015

Apple's control freaking greed knows no bounds!!

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