“Apple has filed a complaint in a Swiss court over the use of the slogan ‘Tick Different’ in a Swatch marketing campaign, arguing that the watchmaker is unfairly referencing the Californian company’s successful 1990s ‘Think Different’ ad campaign for its own gain,” Tim Hardwick reports for MacRumors.

“Swatch has been using the ‘Tick Different’ slogan on its Bellamy quartz wristwatch with built-in NFC Visa payment technology,” Hardwick reports. “According to Watson, in order to successfully win the case Apple must show that Swatch’s use of the phrase triggers an association with Apple products in the minds of at least 50 percent of consumers.”


Swatch's delusional CEO Nick Hayek wearing some yellow piece of shit on his wrist

Swatch’s delusional CEO Nick Hayek wearing some yellow piece of shit on his wrist

“Swatch CEO Nick Hayek has reportedly rejected the allegation that it is capitalizing on Apple branding,” Hardwick reports.”Hayek claimed that the ‘Tick Different’ slogan has its origins in an 80s Swatch campaign that used the phrase “Always different, always new”, and says that any similarity with Apple is purely coincidental.”

Read more in the full article here.


MacDailyNews Take: Swatch’s increasingly delusional and desperate CEO Nick Hayek is reacting poorly to being steamrolled by Apple. It’s always interesting to see how they react when they finally wake up and realize they’re the next Palm. For some, obviously, accepting that they need to begin preparing for the next phase of their lives is tougher than bathing in a warm puddle of self-delusion.

Swatch’s “Tick different” marketing imagery:

Apple’s iconic, trademarked “Think different” slogan:
Apple's trademarked "Think different" slogan

Swatch looks to take on Apple with homegrown watch operating system – March 16, 2017
Apple Watch has blood on its hands: Pebble is dead – December 7, 2016
Swatch issues dire profit warning, stock plummets to lowest point in over 6 years – July 15, 2016
Thanks to Apple Watch, smartwatches are now more popular than Swiss watches – February 19, 2016
As Apple Watch sales ramp, Swiss watch makers suffer biggest slump in six years – November 19, 2015
Swiss watch makers in deep shit, as Apple Watch designer Jony Ive predicted – October 23, 2015
Swiss watch exports post biggest quarterly export drop since 2009 – October 20, 2015
Apple Watch: Swatch CEO whistles past the graveyard – March 18, 2015
Swatch co-inventor: Apple Watch will succeed and an ice age is coming for Swiss watch industry – March 10, 2015
Old school watch makers don’t get Apple Watch – September 12, 2014
Apple makes roadkill of deer-in-the-headlights CEOs – April 1, 2011