According to the latest lawsuit filed by Apple, Swatch have copied their ‘1990s “Think Different” ad campaign on its latest watch model. By using the words ‘Tick Different”, Apple believe the Swiss watchmaker to be capitalizing on their successful marketing campaign.
The complaint that Apple filed last week is being adjudicated by the Swiss Federal Administrative Court. Zurich law firm Lenz & Staehelin is representing Apple in the case. The lawyers need to demonstrate that at least 50 percent of general consumers associate “Think Different” with Tim Cook’s company.
Swatch CEO Nick Hayek has since argued that the watchmaker’s “Tick different” campaign came from the company’s ’80s “Always different, always new” campaign phrase. Hayek maintained that the similarity between “Think Different” and “Tick different” is purely coincidental.
While Swatch is currently using its “Tick different” slogan on its Bellamy quartz wristwatch, it was found out that the Swiss company was granted a U.S. trademark for the phrase two years ago. Swatch also has the same trademark in Switzerland.
This isn’t the first time that Swatch and Apple are fighting over slogans. In 2015, the Swiss company was awarded a trademark for “one more thing” — a phrase that many Apple fans could associate to the late Steve Jobs’ preface for surprise announcements during keynote events. At the time, Swatch argued that the catchphrase for its collection of film noir watches was taken from the TV show “Columbo.”