Swiss court backs Swatch in ‘Think Different’ trademark fight with Apple

“A Swiss court has backed Swatch Group in a trademark row with Apple Inc over the watchmaker’s use of the ‘Tick different’ slogan,” Reuters reports.

“Apple had decried [Swatch slogan] as an infringement of its ‘Think Different’ advertising campaign,” Reuters reports.

Reuters reports, “Swatch had contended Apple’s Think Different was not known well enough in Switzerland to warrant protection.”

Brief article in full <a href=” >here.

MacDailyNews Take: Shockingly, a Swiss court sides with a Swiss Swatch company over APple which has decimated the Swiss watch industry.

Swatch won an exceedingly minor battle, but lost the war.

NPD: Apple Watch is ‘the clear leader’ in strongly growing U.S. smartwatch market – February 13, 2019
Apple Watch dominates smartwatch market – March 1, 2018
Apple’s line of smartwatches outsold the entire Swiss watch industry last quarter – February 12, 2018
Apple Watch sets new all-time record for wearables shipments; ‘Apple has won the wearables game’ – analyst – February 7, 2018
Apple Watch sales momentum is growing; unit sales now rival those of Macintosh – January 23, 2018
Apple sues Swatch over its ‘Tick Different’ marketing campaign – April 12, 2017
Apple Watch: The war for wearables is over, and Apple won – December 12, 2017
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


    1. It’s not incorrect. It may have been clearer if they had made it this way: – Think “Different” – but the concept is still correct. They did not mean for us to Think DIFFERENTLY…..but to think that these products are different from others.

    2. It may be grammatically wrong, but it’s douchbaggedly right!

      Though neither is as bad as “real artists ship” they both suck, and I will at least give the edge to swatch for offering more individuality.

  1. I agree with the court 100%.

    Regarding “Think Different” I would not get my panties in a grammar bunch. The concept is what counts and it is really brilliant in its simplicity how two words can say so much about the users and the products that changed the world…

  2. I came here to read Apple news, not see word nerds have a slapfight over grammar. Now, if that slapfight happened in a pool filled with mud and was done in the nude…I may think different about it. (No pun intended)

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