New legal mess in which Apple is immersed. This time, with a European company, for wearing a brand badge in the 90s. The Swiss watch conglomerate Swatch is allegedly using that mythical phrase from the most successful advertising campaign in history in the 90s, doing a word game and exchanging the usual "Think Different" for "Tick Different", making clear allusion to the North American company.
Apparently the Swiss company is using this engraving on some of its watches that are for sale to take advantage of the success of Apple in that marketing campaign. To prove this, Apple will need to show that at least 50% of consumers associate "Think Different" with the Apple brand.
The complaint, formally filed last week, is being studied by the Swiss Federal Administrative Court. In order to successfully argue the complaint filed, Apple must demonstrate that at least half of the population associates this slogan with his campaign in the 90s.
Responding to the accusations, the Swatch CEO Nick Hayek said Any similarity between the two campaigns is purely coincidental. Hayek states:
» "Tick Different" has its roots in a Swatch campaign in the 80s, which bore the phrase "Always Different, Always New" (or always different, always new).
Currently, Swatch use this badge to differentiate your models Bellamy, a quartz wristwatch that has built-in NFC visa payment functionality. In fact, in 2015 Swatch It entered fully into the payment by NFC, surpassing that year Apple in both sales of Apple Watch and use of Apple Pay.
This confrontation is by no means the first clash between these two companies. Despite having collaborated together at some point (there was even speculation with their association to create the Apple Watch in 2014), have been confronted by other slogans such as "One More Thing", or even in the name of the finally called Apple Watch, because iWatch was reported by Swatch by looking too much like your trademark «iSwatch ».
