Swatch


'Swatch' Articles

Apple Sues Swatch Over 'Tick Different' Marketing Campaign

Apple has filed a complaint in a Swiss court over the use of the slogan "Tick Different" in a Swatch marketing campaign, arguing that the watchmaker is unfairly referencing the Californian company's successful 1990s "Think Different" ad campaign for its own gain. The complaint was lodged last week at the Swiss Federal Administrative Court by Apple representatives Lenz & Staehelin, whose lawyers filed a simultaneous but ultimately unsuccessful complaint with the Swiss Federal Institute of Intellectual Property. Image: Swatch Swatch has been using the "Tick Different" slogan on its Bellamy quartz wristwatch with built-in NFC Visa payment technology. According to ht">Watson, in order to successfully win the case Apple must show that Swatch's use of the phrase triggers an association with Apple products in the minds of at least 50 percent of consumers. Swatch CEO Nick Hayek has reportedly rejected the allegation that it is capitalizing on Apple branding. Hayek claimed that the "Tick Different" slogan has its origins in an 80s Swatch campaign that used the phrase "Always different, always new", and says 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. Prior to the launch of the Apple Watch, Apple and Swatch were rumored to be

Swatch Working on Apple Watch Competitor With Custom-Made OS and Better Battery Life

Swatch is developing its own operating system for an all-new smartwatch intended to compete directly with Apple Watch and Android Wear, according to company CEO Nick Hayek (via Bloomberg). The new smartwatch will be an addition to the Tissot brand, a subsidiary of The Swatch Group, and is set to launch towards the end of 2018. With its debut so far out, details remain scarce on both the watch itself and the Swatch-made user interface, but Hayek mentioned that the technology will require less battery power and will "protect data better." According to Hayek, the company's strategy will give Swatch the chance to become a worthy competitor to Apple and Samsung wearables because of its focus on a beefy battery which wouldn't require users to charge the watch every day, or every other day, like Apple Watch. The already-announced Tissot Smart Touch compared to Apple Watch Series 2 Swatch’s approach will work better because it’s trying to “think small” as one of the biggest problem for wearable devices is battery drainage, Hayek said, speaking at the Biel, Switzerland headquarters of Omega, another of 18 brands that Swatch produces. “There’s a possibility for wearables to develop as a consumer product, but you have to miniaturize and have an independent operating system,” the CEO said. Luca Solca, an analyst who follows the luxury watch industry, pointed out that Swatch's own-made OS could be the company's first mistake. “People use smartwatches expecting to use the same apps they have on their mobiles," Solca explained. "A proprietary operating system defeats the

Swiss Watchmakers Showcase Varied Approaches to Smartwatch Technology

Following Apple's unveiling of a March 9 media event that will most likely focus on the pricing and launch date for the Apple Watch, Swiss watchmakers Swatch, Frédérique Constant and Alpina have recently released more details regarding products that will be residing in the same smart wearable space as the Apple Watch (via Watch Insider). Swatch yesterday announced the Swatch Touch Zero One, a new smartwatch with a dedicated touch screen and a focus on durability and outdoor activity. The sports-heavy focus comes thanks to the company's partnership with the Beach Major Company, which specializes in organizing and putting on Beach Volleyball competitions. Besides volleyball specific functions like counting "power hits" and "power claps", the Touch Zero One will apparently compete most directly with the Apple Watch Sport, thanks to its enhanced durability, lightweight frame, and sweat-proof band. "Beach Volleyball is a wonderful sport, a thrill for the players and very exciting for the fans," said Swatch Group CEO Nick Hayek. "We’ve had great fun in the past and now we want to push it further with the new Major Series in collaboration with the FIVB. With the players we share a passion for this great, young sport and look forward to the upcoming tournaments.” Lacking from the Touch Zero One, however, is any mention of non-fitness related content such as phone, text, and e-mail notifications, even though the company confirmed the device will sync with a smartphone app. Swatch says the Swatch Touch Zero One will be "available this beach volleyball summer season" and

Swatch Prepares to Go Head-to-Head With Apple Watch

Swatch CEO Nick Hayek today revealed that the company has plans to manufacture and ship its own line of smartwatch devices with a launch target within the next three months, easily setting itself up against Apple's recent confirmation of an April launch date for the Apple Watch (via Bloomberg). Hayek previously displayed skepticism about smartwatches, in particular the idea of one from Apple, saying he didn't believe it would be "the next revolution." Hayek also previously dismissed the concept of a Swatch smartwatch initiative, arguing the company's highest-end devices should already be called smartwatches because "they make you look smart." Apple and Swatch were rumored at one point to be joining together for a smartwatch, but Swatch quickly denied those claims last summer. Now, building on the decades of experience Swatch has accumulated over the years, Hayek voices determination in the face of going practically head-to-head with Apple on the smart wearables front.“Entrepreneurs are practical people, and they care more about being successful than being consistent,” said Luca Solca, an analyst at Exane BNP Paribas. “Hayek has always said they have relevant technology for a smartwatch -- sensors, display, battery -- and seems to be set to make the most [of] it. Better to have an option and a hand in this category than not to. Nobody can yet say how relevant smartwatches will be in the end.” Some of the biggest claims Swatch makes about its upcoming smartwatch include the ability to connect to the Internet "without having to be charged," undoubtedly a direct shot