Steve-Jobs-One-More-Thing

Swiss watchmaker Swatch has managed to trademark “One more thing,” a catch phrase late CEO and co-founder Steve Jobs made famous around the world by using it extensively when introducing new surprise products during Apple’s media events.

As discovered by Wirtschaft, the United States Patent & Trademark Office (USPTO) awarded the trademark to Swatch back in May following its original application in November of last year. It’s scheduled to expire in 2024 though an opposition to the trademark is reportedly pending.

One last thing…

Swatch was awarded two different trademarks, one for the “One More Thing” phrase (1,261,461) and the other for “Swatch One More Thing” (1,261,460). These trademarks cover stuff like computers, portable devices, media players, telecommunications hardware and of course timepieces.

It’s unclear whether these filings are juts a jab at Apple or if Swatch intends to market upcoming products under the “One More Thing” and “Swatch One More Thing” taglines.

Either way, the trademarks now belong to Swatch which means Apple could be barred from putting up slides reading “One more thing” during media events and using the catch phrase to market new products.

Originally published in Switzerland in May, the two trademarks went live in a total of 44 countries yesterday.

Swatch disses Apple Watch

A silly rumor published a year ago said Swatch had been discussing producing a line of “iWatch” branded devices in partnership with Apple, but was shot down by Swatch itself. Months later, Swatch introduced its own smart watch/fitness tracker.

Swatch (image 001)

Swatch CEO Nick Hayek also said he didn’t believe in the potential of the Apple Watch ahead of the device’s April 2015 launch.

“Personally, I don’t believe it’s the next revolution,” he said of the Apple Watch. “Replacing an iPhone with an interactive terminal on your wrist is difficult.”

However, 61-year-old Swatch co-inventor Elmar Mock amusingly said that Apple’s wearable product will force Switzerland’s watchmaking industry into an ice age.

“Smartwatches represent a challenge to the Swiss watch industry that is comparable to the appearance of quartz technology. We cannot ignore this tsunami that is coming closer,” he said.

“Apple will succeed quickly. It will put a lot of pressure on the traditional watch industry and jobs in Switzerland,” he stated further.

Swatch, iSwatch and Liquidmetal

Swatch also sells a device called iSwatch and owns the namesake trademark.

It was reported that Apple had to forgo its own “iWatch” trademark and go with the Apple Watch name instead. Back in 2011, Swatch obtained a license to use alloys made by Liquidmetal Technologies Inc. in the Omega watches.

As you know, Apple holds worldwide exclusive license to use Liquidmetal, an alloy that’s moldable like plastic yet strong and light, in consumer electronics products but thus far only experimented with Liquidmetal-made SIM ejection tool for iPhones.

Wrapping it up

Here’s a funny compilation of ‘one more things’ that Steve Jobs used at media events from 1999 to 2011.

For those wondering, the first public use of the ”One more thing” phrase by current Apple CEO Tim Cook occurred at the Apple Watch unveiling last September.

Tim Cook (One More Thing 001)

What’s your opinion about Swatch sticking it in Apple’s eye? Is Swath just being petulant or do they really plan on using the catch phrase to market its products, do you think?

Source: Wirtschaft via PatentlyApple

  • Chindavon

    Threatened and insecure lately Swatch?

  • japplemusik

    What the hell are they going to use it for? It’s almost disrespectful and a joke. What next, their logo becomes an Apple? Or they start making phones? Pathetic.

  • Franklin Richards

    More free Apple advertising. Go ahead Swatch remind them that there is infact one more thing to consider before buying your lackluster watches.

  • RonanM

    Ummm… I’m fairly sure the trademark should have been awarded to Columbo years ago!

    • Maxim∑

      pretty sure Apple can use it in there keynote slides.

      If they sue I doubt they’ll win

      • Franklin Richards

        Tim Cook should say it a couple of times in the next keynote just to spite them.

      • coLin

        that would be gay of him haha

      • Franklin Richards

        You know he is actually gay right?

      • askep3

        Haha true

  • Patent trolling much?

  • That video brought back so much memory. I still remember when they announced the iPhone 4 and the whole bar incident.

  • Joey_Z

    legality is one thing. Who people think of when they see the phrase is another though… Free ad for Apple?

  • iPhoneWINS

    stupid move by swatch…

  • anustart

    This is pretty sad. Saddening in that they’re taking away a little piece of Apple’s history with Steve. This is a messed up, sad “joke” if anything. What are they going to use it for? They’re taking away that little bit of Apple charm and Apple’s homage to Steve at nearly every keynote…

  • robmak3

    Don’t we have a first to use type system here? I don’t know much about specific trademark laws, but if we do, can’t apple sue?

  • Donovan

    So I want to patent the word “hello”. No one can use it unless you pay me.

  • smh

  • A’s Network

    I don’t see why Apple would not be allowed to use “One more thing…” in their presentation slides really, they’re not selling anything nor are they directly profiting off of the presentation itself. Can someone explain please why it would ban them?

  • Lordrootman

    APPLE WILL SAY ONE MORE BIG

  • Greensprout

    I’m going to start trade marking random phrases then make people pay every time they say them.. Maybe “Hey man” or “I love you” they should raise a few quid.

  • Jeffrey

    Last paragraph, in the second line it says Swath in stead of Swatch Christian.

  • Jeffrey

    They probably have set up a special team of people constantly looking for ways to annoy Apple, and now they have finally found a way :”)

  • angryshortguy

    Won’t stick.
    Pathetic.