Swatch processes Samsung in 150 million by digital replica watches

A Swatch is suing Samsung for more than EUR 150 million, claiming that the South Korean group violated its registered trademark rights.

The case dates back to 2019, but the hearings were only completed on Friday, according to Reuters. Swatch argues that apps in Samsung smartwatches copied dials inspired by Swiss brand watches and reproduced them in digital format, digitally replicating Swatch products.

In a Swiss company document dated 19 June, Swatch states that the compensation of $170 million (about € 158 million) is based on hypothetical licensing fees covering the use of 10 company brands. For Swatch, the value reflects the “prestige, reputation” of its portfolio.

In the same document, Tissot's CEO, Sylvain Dollar, states that the brand has made a conscious choice not to enter the smartwatch market, despite proposals from several technological giants. According to her, the licensing of her designs, “would destroy the value that has been built by the brands of the Swatch group”, arguing that smartwatches are “current consumer products”.

“ It would end the value of luxury Swiss watches: they would no longer be exclusive”, said Dollar in the document presented in June.

Samsung, in turn, contests the value of the compensation, considering it disproportionate to the situation. According to the Financial Times, the South Korean company argues that it had reduced profits from ‘clonings’ and that therefore the “extreme” compensation.