Swatch Fights To Block 'Swap' Watch Trademark

Law360, New York (April 22, 2011, 1:02 PM EDT) -- Swiss watchmaker Swatch AG filed a lawsuit in Virginia federal court on Thursday in an effort to prevent a Louisiana company from trademarking its line of Swap watches.

Swatch lodged a complaint seeking judicial review of a final decision made by the Trademark Trial and Appeal Board, which dismissed its opposition to Beehive Wholesale LLC's application to register the "Swap" mark.

The complaint alleges that the proposed "Swap" mark is merely descriptive of a feature of Beehive Wholesale's watches and that letting the company use the...
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Case Information

Case Title

Swatch AG (Swatch SA) (Swatch Ltd.) v. Beehive Wholesale, LLC

Case Number



Virginia Eastern

Nature of Suit



Liam O'Grady

Date Filed

April 21, 2011

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