Apple's iWatch may not have even been announced yet, but with the theoretical product getting so much coverage in the technology media, watch manufacturer Swatch has decided to mark its territory, promising to do everything it possibly can to prevent Apple from using the iWatch name for its wearable smart device.
Swatch already has its own iSwatch brand, and it believes that iWatch is far too close for comfort, especially given that both lines will be smart watches. It's not a given that Swatch will emerge successful from its campaign to block the use of iWatch, however, as Apple already has a long precedent for using the i-postfix on its products, which may mean a court sides with the Cupertino company in any proceedings.
Speaking in an interview with a Swiss newspaper, a representative for Swatch confirmed the company's plans, saying:
We assess the likelihood of confusion as given, the marks are confusingly similar. In all countries where the mark is registered, we go against it.
Apple has yet to confirm the existence of the iWatch, but all signs point to the product being readied for launch later this year, with September the most likely candidate for launch month.