Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
Swatch wants to tick off Apple.
The Swiss watchmaker in Europe has acquired the trademark for “one more thing,” a phrase closely associated with the software giant’s founder Steve Jobs. He would save the line for the end of press conferences when he would unveil an eagerly anticipated product, like the iPod Shuffle.
Since Jobs’ death in 2011, the company as well as the current CEO Tim Cook hasn’t uttered the line except at the unveiling of the Apple Watch last year.
Yet, the technological advancement didn’t impress Swatch CEO Nick Hayek Jr., who dismissed the watch as an “interesting toy, but not a revolution.” The company has continued to ratchet up its rivalry with Apple by filing papers in May to trademark the phrase.
It’s unclear what Swatch intends do with the phrase. Apple has not yet responded to Digiday’s request for comment.
This isn’t the first time that Swatch has gone up against Apple. Last year, Swatch successfully prevented Apple from using the Watch’s original name, iWatch, because it sounded similar to its iSwatch.
While Swatch has no plans to create a watch directly rivaling the Apple Watch, the company is creating a device that is equipped with mobile payments similar to Apple Pay. Perhaps the “one more thing” phrase will come in handy for a future ad campaign.
More in Marketing
Why the 2026 midterms could mark a turning point for influencers in political campaigns
See how campaigns are recruiting creators for 2026 midterms as disclosure rules lag and voter trust becomes the real battleground.
Retailers are still figuring out how to tie AI goals to executive compensation
AI is starting to show up more in conversations around executive incentive plans. But those conversations are still largely relegated to the tech industry. Here’s why it’s still an anomaly in retail.
Post World Cup, fashion brands are tapping soccer stars like Bellingham and Yamal for partnerships
Three months after the World Cup ended in a Spanish victory, the partnerships with marquee players keep coming.