Swatch is seeking $170 million in damages from Samsung over allegations that smartwatch apps replicated the distinctive designs of luxury Swiss brands including Omega, Tissot and Breguet. The London lawsuit centers on 26 digital watch face applications that Swatch claims constituted unauthorized copies of its protected trademarks.

Samsung has already lost this legal battle at two previous hearings, with the High Court ruling in 2022 that the South Korean tech giant was liable for trademark infringement. The company was held responsible because it controlled the app review process and marketed smartwatches featuring these watch faces, despite third-party developers creating the software.

Samsung's legal team argues the damages claim is grossly inflated, pointing out that nearly all infringing apps were free and generated just over $1,000 in revenue during the 2015-2019 infringement period. They contend Swatch suffered no actual harm and that the apps were promptly removed when concerns were raised.

The case carries significant implications beyond the immediate dispute. Because Swatch filed before Brexit's transition ended, the London judge can award damages across the European Union, potentially setting precedent for tech companies' liability for user-generated content on their platforms.