United States: Watch Out! (Video Content)

Are Apple and Swatch on a trademark collision course? Some think so, but some think different(ly). We will see in time.

Last month, Swatch filed applications in Switzerland to register the mark TICK DIFFERENT for use in connection with various goods in Classes 9 and 14 (including "computers and batteries and electronic equipment and batteries for watches and timepieces" as well as many kinds of timepieces and accessories). For consumers of Apple products, this may call to mind THINK DIFFERENT, a tag line Apple has used for over a decade. This tag line was the centerpiece of a transformational advertising campaign for Apple at the turn of the century (see below).

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