Swatch wins trademark battle with Apple over 'Tick Different' slogan

Swatch has won a legal battle with Apple over its 'Tick Different' slogan, which Apple has argued unfairly references the Californian company's successful 1990s "Think Different" ad campaign for its own gain.

A Swiss court has found that the Apple slogan was not sufficiently recognized in Switzerland and that less than 50% of the Swiss population would associate it with the phrase on the Swatch watch's dial.

The battle has been a long one. The suit was filed in April of 2017, and Apple was under the gun to prove that at least 50 percent of customers associated "Think Different" with Apple.

Swatch used "Tick different" to promote Bellamy, a quartz wristwatch with built-in Visa NFC payment functionality that beat the Apple Watch to the Chinese market by four months. The company tried to use Bellamy to penetrate into the Chinese mobile payments market in 2015, but ultimately failed to do so.

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