Technically Incorrect offers a slightly twisted take on the tech that’s taken over our lives.
Swatch are they playing at? CNET
Competition can be mean.
Thumbing your nose at the competition, however, holds a peculiar satisfaction. At least for some.
How else can one explain the notion of Swiss watchmaker Swatch trademarking the phrase “One More Thing”?
You’ll surely know this phrase from almost every Apple keynote involving Steve Jobs. It appeared near the end of the Apple Watch launch event too.
It announces that extra something that the cohorts of cultists have been waiting for. It’s the thing. The next big thing. The one more thing.
Why, then, would Swatch trademark it? A webpage that apparently details the trademark was pointed to by Patently Apple. The page seems to declare that “One More Thing” is an active Swatch trademark in Switzerland, one that holds until November 27, 2024.
The trademark covers a glorious array of commercial areas. Are you ready for the list?
Here goes: “Scientific, nautical, surveying, photographic, cinematographic, optical, weighing, measuring, signalling, checking (supervision), life-saving and teaching apparatus and instruments; apparatus and instruments for conducting, switching, transforming, accumulating, regulating or controlling electricity; apparatus for recording, transmission or reproduction of sound or images; magnetic data carriers, recording discs; compact discs, DVDs and other digital recording media; mechanisms for coin-operated apparatus; cash registers, calculating machines, data processing equipment, computers; computer software; fire-extinguishing apparatus; precious metals and their alloys, and goods in precious metals or coated therewith, not included in other classes; jewelry, precious stones; horological and chronomatic instruments.”
How long did it take lawyers to cover that lot? Will you be the first in line for a One More Thing Life-Saving Apparatus? Or perhaps a One More Thing Calculating Machine?
This might be a calculated or preventative measure against Apple. It might also just be Swatch having its own personal entertainment at Apple’s expense.
My evidence for this is another Swiss trademark page. It appears to show that in July, Swatch — which must certainly be at least a little familiar with Apple’s famous Think Different ad campaign — also applied to trademark “Tick Different.” What could they be ticking?
Neither Swatch nor Apple was immediately available for comment.
I was unable to find applications for JobsWatch, nor for iJoke. I have also not located an Apple trademark for Swatchoutorwe’llsue, Swatchyouthinkyouredoing? or SwatchesfromSwitzerlandareawful.