Swatch wins trademark lawsuit against Apple despite logo resemblance

Swatch wins trademark lawsuit against Apple despite logo resemblance

Swatch is no stranger to legal battles with giants like Apple and Samsung, and to some success, we might add. The Swiss company filed a lawsuit against Samsung two months ago, because the South Korean company copied Swatch's trademark on its smartwatch faces.


However, Swatch was sued by Apple two years ago for a similar reason. The Cupertino-based company claimed in the lawsuit that Swatch's logo – “Tick different,” which is etched on some of its smartwatches, strongly resemble its famous “Think different” slogan.


Unfortunately for Apple, a Swiss court has just ruled in Swatch's favor over the use of its “Tick different” logo, Reuters reports. Apparently, the court doesn't think that Swatch's slogan infringes on Apple's own logo, but even if they are very similar, the Swiss company claims the “Think Different” advertising campaign wasn't too popular in Switzerland to warrant protection.


The Federal Administrative Court has agreed with Swatch and said that Apple hasn't given the court enough documents that would back up its case. Of course, Swatch wouldn't stand a chance in the United States where the “Think Different” advertising campaign remains one the most famous in the company's history.


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6 Comments

1. ph00ny

Posts: 2002; Member since: May 26, 2011

"Swatch is no stranger to legal battles with giants like Apple and Samsung, and to some success, we might add. The Swiss company filed a lawsuit against Samsung two months ago, because the South Korean company copied Swatch's trademark on its smartwatch faces." I thought it was because some of the usermade watch posted on gear store was a copy of the swatch watches

6. shm224

Posts: 262; Member since: Mar 19, 2015

sloppy journalism.. oh wait, does this gutter even count as journalism?

2. blingblingthing

Posts: 897; Member since: Oct 23, 2012

Apple's slogan is think different yet they follow Android? No wonder the slogan doesn't warrant protection.

3. P20prouser

Posts: 44; Member since: Oct 10, 2018

Ahahaha... How differ??

4. Vancetastic

Posts: 846; Member since: May 17, 2017

I just wish they both would have used “differently”.

5. TBomb

Posts: 1205; Member since: Dec 28, 2012

I believe they left out the "LY" on purpose

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