Apple’s legal team has lodged a complaint with the Swiss Federal Administrative Court to sue Swatch over the use of the slogan ‘Tick Different’ in its recent ad campaign.
Claiming the phrase capitalises on Apple’s ‘Think Different’ ads, the technology giant filed its complaint against the watchmaker last week. Swatch has denied the claims saying the similarities are “purely incidental”.
Swatch insists the phrase is a spin off of their own slogan in the 80’s, “Always new, always different”.
Apple originally tried to block Swatch from using the slogan by filing a complaint with the Swiss Federal Institute of Intellectual Property, but it was rejected.
According to Swiss law, to win the case Apple will have to prove that at least 50% of the Swiss population associate ‘Tick Different’ with Apple.
Between 1997 and 2002, Apple used the slogan ‘Think Different’ in their ad campaigns. These ads featured influential figures such as Martin Luther King and Gandhi.