Swatch Group seeks millions in damages from Samsung
170 million U.S. dollars: The Swatch Group is seeking this amount from the tech giant Samsung for the unauthorized use of watch designs.
After the Swatch Group won a copyright dispute against Samsung in 2022, the Swiss watchmaker is now seeking damages.
The case centers on downloadable digital watch faces for smartwatches produced by the South Korean technology conglomerate. According to the court, these watch faces—offered by third-party providers in the Samsung Galaxy Store—resembled the designs of various Swatch Group brands.
The Swatch Group had filed a lawsuit challenging this decision and prevailed in 2022 before the High Court of Justice in London. Samsung filed an appeal but was unsuccessful before the London Court of Appeal. Judges Lord Justice Arnold, Lord Justice Lewison, and Lady Justice Elisabeth Laing dismissed the appeal.
The appeals court thus upheld the lower court’s decision: Certain “watch face” apps that could be downloaded from the Samsung Galaxy Store and installed on Samsung smartwatches infringed on the trademark rights of companies belonging to the Swatch Group.
The brands affected were Breguet, Blancpain, Jaquet Droz, Glashütte Original, Omega, Longines, Tissot, Hamilton, Mido, and Swatch.
At the time, the Swatch Group welcomed the ruling, stating: “The court has reached the correct conclusion, one that protects the exclusivity and value of our iconic watch brands.”
Why the Swatch Group is seeking $170 million
The company is now seeking $170 million in damages from Samsung. The trial began last week and could have significant implications for how luxury watch designs are used on smartwatches in the future.
British media report that the Swatch Group is basing the amount of its claim on the hypothetical licensing value of its intellectual property across ten brands. Samsung rejects the amount as “exaggerated.” The company argues that the apps in question were developed by third parties, generated only minimal revenue, and were removed as soon as concerns were raised.
The British watch magazine WatchPro explains, citing legal expert Iain Connor, that trademark disputes rarely result in large damages awards, as concrete financial losses are often difficult to prove. In the luxury segment, however, licensing fees for brand collaborations can quickly reach millions. According to WatchPro, the court documents also include a statement from Sylvain Dolla, CEO of Tissot. He argues that licensing iconic watch designs for ordinary smartwatches would undermine decades of investment in the prestige and brand value of Swiss watchmakers. Such partnerships, Dolla says, could erode the exclusivity on which the luxury watch industry is based.
