Swatch seeks record $170M in damages from Samsung in UK’s biggest watch trademark lawsuit

Swiss watchmaker Swatch is seeking a record $170 million in damages from Samsung after winning a landmark trademark infringement case in the UK, setting the stage for one of the most significant legal battles yet between the luxury watch industry and the smartwatch market.

The damages ruling is expected soon after a trial concluded Friday in London’s High Court. Swatch argues that Samsung allowed third-party apps on its Galaxy smartwatches that let users download digital watch faces closely resembling iconic timepieces from several of its brands, including Omega and Tissot.

“Swiss watchmaker Swatch is seeking $170 million in damages from Samsung ‌in what it says is the largest-ever trademark case of its kind in the UK, accusing the South Korean electronics group of allowing digital replicas of Swatch timepieces on its smartwatches,” Reuters reported, citing court documents.

If awarded in full, the claim would rank as the largest trademark damages award of its kind in the UK and could strengthen Swatch’s parallel legal efforts against a Samsung subsidiary in the United States.

The dispute dates back to 2019, before the United Kingdom completed its exit from the European Union. London’s High Court ruled in 2022 that Samsung was liable for trademark infringement tied to third-party smartwatch apps available through its platform. The current proceedings focus on determining how much Samsung should pay.

According to a June 19 court filing reviewed by Reuters, Swatch’s $170 million damages request is based on hypothetical licensing fees covering 10 brands across the company’s portfolio. The filing argues that the amount reflects the “prestige, reputation, and drawing power” of Swatch’s watch brands.

Samsung did not immediately respond to Reuters’ request for comment.

Court filings cited by the Financial Times show Samsung has pushed back against the claim, calling Swatch’s damages demand “extravagant” and far beyond what would be justified.

A fight over exclusivity

The lawsuit comes at a time when traditional Swiss watchmakers are facing growing competition from smartwatches made by Samsung, Apple, Huawei, and other consumer electronics companies. Smartwatches have evolved from fitness accessories into premium lifestyle devices, creating new questions around luxury branding and intellectual property.

Swatch has made clear that it has little interest in licensing its watch designs for smartwatch faces.

In court filings, Tissot CEO Sylvain Dolla said the company had rejected approaches from major technology firms to bring its watch designs to smartwatches.

Licensing those designs, he said, “would destroy the value which has been built up in the Swatch Group brands if we were to license them for use in smartwatches, which are commodity products.”

The statement reflects a long-standing strategy among Swiss luxury watchmakers. Limited production and tightly controlled distribution help preserve exclusivity, brand identity, and pricing across their collections.

Swatch’s portfolio ranges from affordable plastic watches sold under the Swatch name to high-end mechanical timepieces from brands such as Omega, Longines, Blancpain, Breguet, and Tissot. The company has introduced connected products, including SwatchPAY!, yet it has stopped short of releasing a full-featured smartwatch.

Dolla reinforced that position in another court filing submitted this month.

“It would kill the value of the fine Swiss watch: it would no longer be exclusive”, he said.

The upcoming damages ruling could shape how luxury brands protect their trademarks as digital products continue to blur the line between physical craftsmanship and virtual replicas. For smartwatch makers and luxury watch companies alike, the decision could become an important reference point for future trademark disputes.