A Swiss court has backed Swatch in a trademark row with Apple over the watchmaker's use of the "Tick Different" slogan, which Apple has argued unfairly references the Californian company's successful 1990s "Think Different" ad campaign for its own gain.

3439342647782506

Image: Swatch

Reuters reports that in a ruling released on Tuesday, the Federal Administrative Court agreed with Swatch that Apple's "Think Different" was not known well enough in Switzerland to warrant protection, and that Apple had not produced documents that sufficiently backed up its case.

Swatch has used the "Tick Different" slogan on its Bellamy quartz wristwatch with built-in NFC Visa payment technology. In order to successfully win the case, Apple had to show that Swatch's use of the phrase triggers an association with Apple products in the minds of at least 50 percent of consumers.

Apple originally filed a complaint in 2017 over Swatch's use of the slogan, but Swatch claimed its use of "Tick Different" has its origins in an 80s Swatch campaign that used the phrase "Always different, always new", and argued that any similarity with Apple is purely coincidental.

The "Think Different" slogan was created in 1997 by Apple advertising agency TBWA\Chiat\Day, and was thought at the time to be a response to IBM's slogan "Think". It was used in TV commercials, print ads, and several TV promos. Disappearance of the slogan in Apple marketing material coincided with the launch of the iMac G4 in 2002.

Before the Apple Watch launched, Apple and Swatch were rumored to be joining together on a smartwatch, but nothing came of it. Swatch filed an application for an "iSwatch" trademark when rumors first began swirling that Apple planned to enter the market. It later managed to block Apple's own U.K. trademark application for "iWatch".

Tag: Swatch

Top Rated Comments

apolloa Avatar
81 months ago
Good!! This is a sad attempt at control of other companies by Apple, it seriously needs to get over itself with these ridiculous claims, like when it tried to sue that little coffee shop because it’s logo looked ‘vaguely’ like Apple’s!

They are only seen as the big over reaching bully in these cases and it will affect their reputation with customers if it’s widely reported.
Score: 15 Votes (Like | Disagree)
BruceEBonus Avatar
81 months ago
The irony being that Apple hasn’t “thought different”(ly) for many years now. Next!
Score: 14 Votes (Like | Disagree)
WiiDSmoker Avatar
81 months ago
So Apple utilized “Think” to be “Think Different” from IBM and they have the gall to go after “Tick Different”. Hypocrite
Score: 14 Votes (Like | Disagree)
makitango Avatar
81 months ago
Apple doesn't sue little coffee shops, you're really projecting here.
Actually they did, and not just on one account.
Score: 9 Votes (Like | Disagree)
69Mustang Avatar
81 months ago
Why are you on an Apple fan site then? God the comments on here are always so miserable and cancerous. NEXT!
Just a guess, but they're probably here for the same reason you are... to render their opinion on various topics. Sycophancy is not a prerequisite for posting on MR.:D:p

On topic: As an American, Swatch's slogan seems way too close to Apple's for it to be a coincidence. It seems obvious 'Think Different' was the inspiration. Not being Swiss, I don't know how much 'Think Different' resonated with the people in Switzerland. According to the court, not as much as Apple thought.
Score: 9 Votes (Like | Disagree)
Nuvi Avatar
81 months ago
That said, Apple hasn’t been “thinking different” since the launch of iPhone. “Think different” was play IBM’s slogan (Think) so I can’t say Swatch is stealing something that is inherently Apple. However, I have hard time understanding what Swatch means with “Tick different”. After all, Swatch is the IBM of wristwatches...
Score: 8 Votes (Like | Disagree)

Popular Stories

WWDC25 Live Coverage Feature 1

WWDC 2025 Apple Event Live Keynote Coverage: iOS 26, macOS Tahoe, and More

Monday June 9, 2025 9:00 am PDT by
Apple's Worldwide Developers Conference (WWDC) starts today with the traditional keynote kicking things off at 10:00 a.m. Pacific Time. MacRumors is on hand for the event and we'll be sharing details and our thoughts throughout the day. We're expecting to see a number of software-related announcements led by a design revamp across Apple's platforms that will also see the numbering of all of...
maxresdefault

Everything Apple Announced at WWDC 2025 in 9 Minutes

Monday June 9, 2025 5:21 pm PDT by
At today's WWDC 2025 keynote event, Apple unveiled a new design that will inform the next decade of iOS, iPadOS, and macOS development, so needless to say, it was a busy day. Apple also unveiled a ton of new features for the iPhone, an overhauled Spotlight interface for the Mac, and a ton of updates that make the iPad more like a Mac than ever before. Subscribe to the MacRumors YouTube channel ...
liquid glass

Apple Announces All-New 'Liquid Glass' Software Redesign Across iOS 26 and More

Monday June 9, 2025 10:13 am PDT by
Apple today announced a complete redesign of all of its major software platforms called "Liquid Glass." Announced simultaneously for iOS, iPadOS, macOS, watchOS, tvOS, visionOS, and CarPlay, Liquid Glass forms a new universal design language for the first time. At its WWDC 2025 keynote address, Apple's software chief Craig Federighi said "Apple Silicon has become dramatically more powerful...
iPadOS 26 Apple Newsroom

Apple Says iPadOS 26 is Compatible With These iPad Models

Monday June 9, 2025 11:22 am PDT by
Apple today announced that iPadOS 26 will be compatible with the iPad models listed below. iPadOS 26 features a new Liquid Glass design, a menu bar, improved app windowing, and more. iPadOS 26 supports the following iPad models:iPad Pro (M4) iPad Pro 12.9-inch (3rd generation and later) iPad Pro 11-inch (1st generation and later) iPad Air (M2 and later) iPad Air (3rd generation and...
iPhone Car Key WWDC 2025

Apple Says These 13 Vehicle Brands Will Soon Offer iPhone Car Keys

Monday June 9, 2025 2:38 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. During its WWDC 2025 keynote today, Apple said that 13...
Apple WWDC25 iOS 26 hero 250609

Apple Announces iOS 26 With 'Liquid Glass' Design, Live Translation, Overhauled Phone App, and More

Monday June 9, 2025 11:00 am PDT by
Apple at WWDC announced iOS 26, introducing a comprehensive visual redesign built around its new "Liquid Glass" concept, alongside expanded Apple Intelligence capabilities, updates to core communication apps, and more. Liquid Glass is a translucent material that reflects and refracts surroundings to create dynamic, responsive interface elements, according to Apple. The new design language...