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Swatch: 'one more thing' trademark inspired by '70s TV show 'Columbo'
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MacNN Staff
Join Date: Jul 2012
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Responding to recent coverage of Swatch's "one more thing" trademark, the company has refused claims that it has anything to do with Apple, and claims inspiration from classic television show Columbo. In an interview, a company spokesperson denied any such move by the watch manufacturer and said that regarding the phrase "obviously our design team plans to launch a collection inspired by the 'Film Noir'."
The company took some heat last week, after it was discovered that the company had been awarded the trademark on the phrase periodically uttered during product launches by Apple CEOs since 1997. The trademark does not extend to the US, but is reminiscent of Swatch vowing to fight Apple on any possible iWatch trademark or patent.
Discussing the matter with Tech Radar, Swatch said "In principle, Swatch trademarks all of its watch names (or names of its collections) in different categories. In the current collection, you can find names like 'Moitié-Moitié' or 'Centrino', which were inspired by culinary specialties (the very famous Swiss cheese fondue), or by Technics. Others are inspired by movies. In this case, the name was inspired by inspector Columbo's citation 'Just one more thing.'"
The company does not have a "film noir" line, nor does Swatch's current design language suggest that a current product will be renamed. It is possible that one is under development, however. Apple has still yet to comment on the matter.
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Last edited by NewsPoster; Aug 26, 2015 at 10:46 AM.
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Senior User
Join Date: Mar 2009
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Yea, right. This just shows how dated Swatch is. That series ended in 2003.
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Dedicated MacNNer
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Yeah, "obviously" your design team plans to launch a collection inspired by the 'Film Noir'. Obviously, you Swatch guys are even more moronic than previously thought.
Since when does "Colombo" count as "Film Noir"??
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Dedicated MacNNer
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You can see the panic and desperation showing.
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Grizzled Veteran
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So Steve Jobs may have borrowed the phrase from what Columbo would say just before he hit a murderer with evidence of his guilt. Interesting.
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Author of Untangling Tolkien and Chesterton on War and Peace
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Clinically Insane
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Columbo is on permanent and regular re-runs on German-language TV here, and is, frankly, far closer to the public consciousness than that phrase of Steve's.
Searching out how often he used it at keynotes, I came across this, which is kinda neat:
https://www.youtube.com/watch?v=hyCzbXx9i-M
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Managing Editor
Join Date: Jul 2012
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Yeah, but wouldn't that still mean that it isn't Swatch's trademark to have?
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