Samsung has already lost a landmark trademark battle with Swiss watch giant Swatch—and now the technology company is facing a demand for around $170 million (£124 million) in damages over Galaxy Watch apps that allegedly copied the appearance of some of the world's best-known luxury timepieces.
The damages claim, now before London's High Court, follows a 2022 ruling that Samsung was liable for trademark infringement through third-party watch face apps made available via its Galaxy Store.
Swatch argues the case could result in the largest trademark damages award ever sought in a UK court, underlining the scale of the dispute between one of the world's biggest technology firms and one of Switzerland's leading watchmakers.
Samsung Faces Huge Damages Claim After Losing Trademark Battle
The legal dispute began in 2019, before Britain's departure from the European Union, and covers alleged trademark infringement in both the UK and EU member states.
Although Samsung did not develop the watch face apps itself, the High Court ruled that the company was liable because the applications were distributed through its Galaxy smartwatch ecosystem. The apps allegedly enabled users to display digital watch faces resembling designs from several Swatch Group brands, including Omega, Longines, Tissot, Hamilton and Blancpain.
With liability already established, the latest stage of the case is focused solely on determining how much Samsung should pay.
Swatch is seeking approximately $170 million in damages, arguing that the figure reflects the hypothetical licence fees Samsung would have had to pay to lawfully use trademarks across 10 of the group's watch brands.
According to court documents, Swatch says the valuation reflects the 'prestige, reputation and drawing power' of its luxury brands, which have spent decades building their global reputation and exclusivity.
Samsung has challenged the amount being sought, describing Swatch's calculations as 'extravagant' during the proceedings.
The company has not publicly commented on the latest stage of the case.
Swatch Says Luxury Brands Must Remain Exclusive
A central issue in the damages hearing is Swatch's argument that it would never have agreed to license its iconic watch designs for use on smartwatch applications.
Court filings show the company has deliberately chosen not to enter the mainstream smartwatch market, despite approaches from major technology companies. Instead, Swatch has focused on connected products such as SwatchPAY!, while maintaining that the value of its traditional Swiss watch brands depends on exclusivity rather than mass-market technology.
Tissot chief executive Sylvain Dolla explained the company's position in evidence submitted to the court.
'Licensing its designs 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', Dolla said.
He added: 'It would kill the value of the fine Swiss watch: it would no longer be exclusive.'
Swatch argues that allowing luxury watch faces to appear on smartwatches would dilute the distinctive identity of brands whose products command premium prices because of their craftsmanship, heritage and scarcity.
The outcome of the London damages hearing could extend beyond the UK. The court's decision is expected to influence parallel litigation involving a Samsung subsidiary in the United States, where similar trademark issues are also being contested.
A ruling on damages is expected after the hearing concludes. Should the court award anything close to the full amount sought by Swatch, Samsung could face one of the largest trademark payouts in UK legal history, in a decision that could shape future disputes over digital watch faces, intellectual property rights, and the growing intersection between luxury fashion brands and wearable technology.
