Swatch wants $170 million from Samsung in a UK trademark fight over smartwatch apps that copied designs from its brands like Omega and Tissot. The case dates back to 2019, when Swatch first sued Samsung for infringement.
London’s High Court already ruled in 2022 that Samsung was liable. The trial wrapped up on June 26, 2026, and a decision on damages is expected soon. The dispute started in 2019 and also covers alleged infringement in the EU. A UK ruling could set the stage for a similar claim in the US against a Samsung unit.
Swatch says the damages reflect hypothetical license fees across 10 of its luxury brands. The company argues that licensing designs for smartwatches would weaken brand value by turning exclusive watches into everyday products. Samsung disputes the claim, calling the demand “extravagant” and out of touch.
The case is a good example of how traditional watchmakers are threatened by tech companies and their growing smartwatch ecosystems. Swiss brands have mostly stayed away from full smartwatches to protect scarcity and exclusivity.
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The outcome could set a precedent for similar cases where brands are held liable for third‑party designs. This will affect trademark disputes moving forward.
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