The Verdict Is In… Tick Different vs. Think Different

Swiss watch maker, Swatch, has won a legal battle with Apple over its ‘Tick Different’ slogan, which Swatch had used to promote its NFC-enabled watch. That’s technology that allows two electronic devices to communicate when in proximity. 

Apple argued that Swatch was unfairly trading on its own ‘Think Different’ phrase – one of the best-known slogans in advertising history. Swatch countered by contending that Apple’s ‘Think Different’ was not known well enough in Switzerland to warrant protection.

In a ruling released on Tuesday, the Federal Administrative Court agreed, saying Apple had not produced documents that sufficiently backed up its case. However, the legal standard Apple faced was a tough one: more than 50% of the Swiss population would have to associate ‘Tick Different’ with Apple, for the Californian company to have won.

That said… Apple is unlikely to lose too much sleep over this ruling. Apple now sells more watches than the entire Swiss watch industry.

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