Swatch Sues Target for Selling “Copies” of Its Watches

In Industry News, Reports, What's New by Jeff PrineLeave a Comment

Case display of Swatch Group's recent Swatch brand watches

Case display of Swatch Group’s recent Swatch brand watches

New York—Swatch Group SA, the world’s largest watchmaker, sued Target Corp. on Monday, charging the mass merchant retailer with selling cheap knockoffs of its Swatch brand watches.

In its lawsuit made public Monday in U.S. District Court in Manhattan, Swatch maintains that Target copied its “zebra” and “multi-color” watch designs, which were inferior and whose sales would tarnish the Swatch brand image.

“By adopting the Zebra Watch trade dress and the Multi-Color Watch trade dress, defendants are unfairly competing with Swatch,” the complaint stated.

Besides stopping Target from selling the supposed watch copies, Swatch is seeking to recoup profit from the sales and to be awarded unspecified monetary damages.

While Target spokesperson said the company declined to discuss the lawsuit, he noted that Target’s policy is “to respect the intellectual property rights of others and we expect the same from our vendors and partners.”



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