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).
Though the THINK DIFFERENT tag line may not feature as
prominently in promotional materials now, Apple continues to claim
it and maintain registrations for it for use with a variety of
goods in Class 9 (including computers and measuring instruments) in
multiple jurisdictions, including Switzerland
