Apple sues Swatch over ‘Tick Different’ Trademark

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Swiss watch maker Swatch is under fire for allegedly capitalizing on successful Apple marketing. The watchmaker is being taken to court for emblazoning “Tick different” on certain watch models, a phrase Apple claims is a play on its 1990s “Think Different” ad campaign.

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Lodged last week, Apple’s complaint is being adjudicated by the Swiss Federal Administrative Court, reports Watson. In order to successfully argue its case, Apple will have to prove that at least 50 percent of consumers associate “Think Different” with Apple branding.

Apple is being represented by Zurich law firm Lenz & Staehelin, which filed a concurrent, but unsuccessful, complaint with the Swiss Federal Institute of Intellectual Property.

Responding to Apple’s accusations, Swatch CEO Nick Hayek said any similarity between the two campaigns is coincidental. Hayek asserts “Tick different” has its roots in a Swatch campaign from the ’80s that carried the phrase “Always different, always new.”

To read the rest of the AppleInsider.com article, click here.

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