Apple argued that Swatch was unfairly trading on the Cupertino company’s ‘Think Different‘ phrase, one of the best-known slogans in advertising history …
Swatch Stories April 2, 2019
Swatch Stories April 11, 2017
Apple is taking Swatch to court after the Swiss watchmaker used the slogan ‘Tick different’ to promote its NFC-enabled watch. Apple is arguing that the slogan unfairly trades on its own ‘Think different‘ campaign, while Swatch claims that the reference is purely coincidental.
‘Think different’ is arguably one of the most famous ad slogans in history, used by Apple from 1997 to 2002. It emerged from the one-minute ‘Crazy Ones’ commercial which featured a total of 17 people who changed the world by challenging the status quo …
Swatch Stories March 10, 2016
Swatch thinks it can’t compete with the Apple Watch, sticking to low-end smartwatches for now
Swatch seems to have acknowledged the difficulty of competing with the Apple Watch, announcing today that it would be focusing its smartwatch efforts on its low-cost plastic models before making a move into its more expensive brands. The WSJ notes that the Swatch Group owns Omega, Longines and Tissot.
Swatch Group AG on Thursday said it would focus its smartwatch technology on its plastic Swatch brand in response to devices launched by Apple Inc. and others before considering installing it in its pricier brands […]
The Swatch Bellamy, a version of its eponymous plastic Swatch watch that uses near-field communication technology, sells for €80 ($88) to €100.
This is hardly a smartwatch at all, comprising a dumb watch with an NFC payment chip embedded beneath the dial. The company plans to make further low-end smartwatch launches in the U.S., Brazil and Switzerland.
“We are not talking about competing with Apple,” said the colorful Mr. Hayek, who was dressed in a plaid shirt and scarf, occasionally donned a pair of Swatch sunglasses and puffed on a big cigar during the news conference. “They are consumer-electronics people and we don’t want to get into that sector.”
Swatch hasn’t exactly set out to make friends with Apple. It’s believed that the company’s trademarking of ‘iSwatch’ prevented Apple using iWatch as the name for the Apple Watch, and the company last year trademarked ‘One More Thing.’
Swatch Stories November 19, 2015
Jony Ive’s year-ago prediction that the Swiss watch industry would be in trouble once the Apple Watch launched appears to have been correct (his actual language was said to have been stronger). Bloomberg reports that Swiss watch exports suffered their biggest slump in six years.
Shipments declined 12 percent to 2 billion Swiss francs ($2 billion), the Swiss customs office said in a statement Thursday. Adjusted for fewer working days, the drop was 7.6 percent. Exports to the U.S. dropped 12 percent.
“2015 has been one to forget for the watchmakers,” said Jon Cox, an analyst at Kepler Cheuvreux in Zurich.
The figures show that both higher- and lower-end brands are being hit hard, especially in the world’s biggest market for Swiss watches, Hong Kong … expand full story
Swatch Stories August 21, 2015
Swatch, apparently threatened by Apple’s recent forays into watchmaking, has taken another legal step seemingly aimed at tweaking Cupertino: registration of two “One More Thing” trademarks, a catch phrase famously associated with former Apple CEO Steve Jobs’ keynote speeches. expand full story
Swatch Stories March 19, 2015
The Swiss watch market is bracing for the smartwatch movement, with many fearing another downturn for traditional mechanical timepieces much the same as when low cost Quartz movements were first introduced.
Industry players don’t intend to sit around and see how Apple Watch sells against traditional watches, however, as many of the watch world’s biggest luxury watchmakers— Tag Heuer, Breitling, Swatch, Frederique Constant—are showing off their first smart watches at Baselworld 2015 this week, the premier tradeshow for the jewelry industry where most Swiss watchmakers choose to unveil their latest creations each year.
A few on the list below were announced in the weeks leading up to Baselworld which officially starts today, but this week will be the first time anyone actually gets their hands on these new Swiss smartwatches that hope to compete with the Apple Watch. We’ll be updating this list as more luxury smart watches get unveiled in Basel, Switzerland. expand full story