In a recent trademark dispute between Swatch Group and Apple Inc., the Swiss court ruled in favor of Swatch Group. This decision dismissed Apple’s claims of trademark infringement over Swatch’s use of the slogan “Tick different.” Apple had argued that the slogan was too similar to their own iconic “Think Different” campaign. However, Swatch argued that Apple’s slogan was not widely known in Switzerland and therefore did not merit protection. The Federal Administrative Court agreed with Swatch, stating that Apple had failed to provide enough evidence to support their case.
Apple’s “Think Different” campaign, which ran from 1997 to 2002, was a groundbreaking marketing strategy that included the famous “Here’s to the crazy ones” commercial. This campaign was seen as a direct response to IBM’s “Think” slogan, highlighting Apple’s innovative and rebellious nature.
The Swiss court’s ruling in favor of Swatch Group is a significant win for the watchmaker, reaffirming their right to use the “Tick different” slogan without interference from Apple. This case underscores the importance of solid evidence and legal arguments in trademark disputes, underscoring the need for companies to safeguard their intellectual property rights in a global market. Ultimately, Swatch Group’s successful defense against Apple’s claims underscores the value of branding and marketing strategies in the fierce world of business.
For more information on trademark disputes, visit WIPO and INTA.
