Apple not surprisingly ruffled more than a few feathers when it released the Apple Watch this past April. While consumers have been overwhelmingly pleased with Apple’s wearable, traditional watchmakers remain understandably wary of a bold, new, and technologically savvy new entrant into a market they were accustomed to ruling with an iron fist.
Swatch in particular hasn’t been shy about its feelings towards Apple. In May of last year, before Apple had even unveiled the Apple Watch, the Swiss watchmaker said that it would sue Apple in every jurisdiction it could if it released a device called the iWatch. Swatch at the time said that such a name would infringe upon its own trademark for iSwatch.