The court ruling says there is no malice in Swatch’s actions
… The American company Apple was unable to challenge the right of the Swiss watchmaker Swatch Group to the phrase One more thing in a British court. The London High Court ruling announced on Monday states that Swatch’s actions, which decided to patent one of the signature expressions of Apple founder Steve Jobs, who died in 2011, are not malicious.
The conflict between the companies has been going on since 2014, when Apple failed to stake out the iWatch trademark, since the Swiss already had a registered product under the very similar name iSwatch. A year later, after the Apple smartwatch entered the market, which eventually received the name Apple Watch, Swatch applied for registration of the international trademark One more thing. In 2017, the UK trademark and patent dispute resolution authority sided with Apple, admitting that Swatch acted in bad faith in trying to register the phrase. The Swiss company filed an appeal, which London High Court Deputy Judge Ian Purvis upheld on Monday, admitting that Swatch’s actions could have been motivated by “a desire to annoy Apple,” but could not be considered unfair.
Apple claimed Swatch was going to launch a parody ad campaign using the phrase “20 years associated with Apple products.” Jobs often ended his presentations with this phrase, after which he announced a new and, as a rule, even more interesting Apple project. Swatch did not reveal its plans for a patent, but did mention that the phrase “Something else” was often used by Lieutenant Columbo, the hero of the detective series of the same name. The Swiss have previously carried out advertising campaigns using images of famous movie heroes.
In 2019, Apple lost in a dispute with Swatch over the phrase One more thing in Australia. That same year, a Swiss court rejected arguments from Apple, which accused Swatch of trying to exploit the popularity of the “Think different” slogan in a Tick different ad campaign.