Swatch Group boutique trademark rejected


An attempt by Swatch Group to trademark a tourbillon logo for its high end boutiques of the same name has been shot down by US authorities.

The US trademark appeal board decided against granting Swatch Group the use of the logo, stating that it might deprive competitors of using representations of tourbillions when advertising their own products.

Swatch Group Management Services AG filed an application for the boutique brand logo, including the word Tourbillon, with the US Patent & Trademark Office in December 2011 with regard to Class 14 goods.


The original application was rejected with Swatch Group filing a ‘request for reconsideration’ which was also denied. The group then filed a formal appeal which the Trademark Trial & Appeal Board turned down earlier this month.

The Swatch Group boutiques sell the group’s high end brands including Breguet and Blancpain at 19 locations worldwide.


Please enter your comment!
Please enter your name here