Stay tuned and follow our news and articles


EUIPO and EPO's study about business value of IP rights worth reading


Some months ago, the European Union Intellectual Property Office (EUIPO) and the European Patent Office (EPO) released a study over the importance of IP rights for high-potential SMEs in Europe. While 40% of large companies hold IP rights, that figure drops to only 9% when it comes to SMEs. But interestingly, SMEs have 32% higher revenue per employee when they hold IP rights. And businesses that have filed at least one trademark are 13% more likely to experience high growth. Investing in protecting IP assets is sometimes perceived as low priority as being too costly for no immediate return. But from these data, it's clear that thinking long-term turns out to pay off with increase in turnover in the five coming years. Full report there. 


Join us! We are looking for a Senior IP Paralegal

Join us!

In the frame of the development of our activities, we are seeking an experienced IP Paralegal to assist us in serving our clients. The purpose of the role is to prepare and file trademark, design and patent applications, handle the prosecution until registration, take care of some defensive aspects and conduct IP searches. If you have the necessary skills and are rigorous, autonomous, well organized and collaborative, we look forward to your application. 


Malaysia joins the International Trademark System


Last Friday, Malaysia has joined the International Trademark System administered by WIPO. The Madrid Protocol will enter into force for Malaysia on December 27, 2019.  This country ranks in the 25th most competitive ones in the world according to the 2018 edition of the Global Competitiveness Report issued by World Economic Forum. Its economy grew by 4.7% last year. Swiss companies are among the main investors from Europe. Thanks to this adhesion, it will be easier and cheaper for them to protect their trademarks when selling their products and services in this market.


SEDIN attended "Exporter demain!" held by S-GE

news sg-e

Every year, Switzerland Global Entreprise (S-GE) gathers SMEs and startups from French-speaking Switzerland. The purpose is to gain knowledge in the future of trade relations in the current political context, get information from the field relating to the markets and share recipes for international success from other entrepreneurs. The theme this year was "Europe, USA & Cie: Expand in mature markets". SEDIN, represented by Isabelle Bruder and Nathalie Denel, joined this event to enhance its knowledge on commercial opportunities and clients' concerns for the purpose of giving the most business-oriented advice on the protection of IP assets abroad. See attached report to get the key insights from this event.


Armani’s eagle bitten by Glycine

news armani

On June 14, 2019, Giorgio Armani S.p.a (Armani) lost the Swiss proceedings it brought against the watch manufactory Glycine Watch SA (Glycine). Indeed, the Swiss Federal Court seized by Glycine reversed the decision of the Commercial Court of Bern. It denied any likelihood of confusion between Armani’s prior logo (on the left hand side) and Glycine’s logo (on the right hand side) in relation to watching goods and services in classes 14 and 37 (TF 4A_651/2018).

Apart from the presence of the word element “Glycine”, the Federal Court ruled that Glycine’s logo will not necessarily be perceived as a bird but could be seen as a stylized “W” letter or a winged crown. Glycine’s logo was therefore found sufficiently different from Armani’s logo, even assuming that the latter would have acquired a high degree of distinctiveness in relation to watches due to its reputation. Therefore, the question of the reputation of Armani’s logo for watches remains open in Switzerland.

Thereafter, Glycine entered into an extrajudicial agreement with Armani, letting their eagle be the only king in the Swiss skies.


Exporting to China, what you need to know about trademarks

If you contemplate doing business in China, do not forget to register your brand name in a Chinese version, use the unique copyright registration system to secure proof of your creation and enforce your intellectual property protection by way of customs registrations. Find these and more tips in our article.


SEDIN will attend MARQUES Annual Conference

marques dublin

Nathalie Denel will take part in the annual conference of MARQUES which will be held in Dublin from 17-20 September. This year, the conference will look at the impact on brands of changes in today’s fast-moving world, driven by legal and regulatory developments but also by politics, technology and new business models. Nathalie will also participate in the Geographical Indications Team.  


Switzerland is the world’s most-innovative country

Switzerland most innovative country

According to the 2019 edition of the Global Innovation Index published yesterday by the World Intellectual Property Organization, Switzerland is the most innovative country in the world. Highly industrialized and constantly looking for cutting-edge innovations, Switzerland tops the ranking for the ninth consecutive year. The index is based on 80 indicators, from research and development investments and international patent and trademark applications to newer indicators including mobile-phone app creation and high-tech exports (full data available here). The protection of intellectual property is key to allowing industrial exploitation of these innovations, in particular for raising funds from potential investors.


Why checking the availability of my trademark is important ?

Because your brand is an asset of your company, which allows you to convey values, know-how, history and commitment to your clients, you should make sure that it is available for use in order to avoid any litigation with third parties who could claim prior rights.


How to check the availability of my trademark in several countries at the lowest cost ?

Check if my trademark is available on a global scale but with limited budget? It is possible!


Why should my trademarks be watched?

You got your trademark registered and secured exclusive rights. Ensure to protect and defend it against copies. Watch the trademarks filed by competitors and their uses so you can act in case of infringement of your rights. 


Brazil joins the International Trademark System


Brazil has joined today the International Trademark System administered by WIPO. Brazil is not only one of the world's top ten economies but also Switzerland's largest trading partner in Latin America. As of October 2, 2019, it will be possible to designate Brazil in an international trademark. That will be a major benefit for securing trademark rights in this country as opposed to a national application. Indeed, this route will be cheaper (no translation cost, no need for appointment of a local representative, multiple-class option) and shorter (examination period reduced to 18 months from filing). Following this, other Latin America countries are expected to join the Madrid Protocol soon. 


Strenghtening of SEDIN team

Photo Isabelle

Isabelle Bruder has joined today the legal department of SEDIN SA. She worked as an IP Lawyer for 12 years including 6 years in Switzerland for various leading IP firms. Her expertise covers the protection and defense of your trademarks, designs, domain names and copyrights.


An apple is an apple. Really ?

apple news

On April 9, 2019, Apple Inc. won a case before the Swiss Supreme Court for the registration of the trademark "Apple" applied for jewelry and other goods in class 14 and electronic toys hereunder computer and video games in class 28. The Supreme Court overturned a decision of the Federal Administrative Court. The latter found that in examining the distinctive character of a sign, it should be looked at as applied for and any effective use or perceptions of the relevant public disregarded. However, the Supreme Court pointed out that if a word has several meanings, the meaning as understood by the relevant public as the most important cannot be ignored. As "Apple" is one of the best known brands in the world, the average Swiss consumer does not primarily recognize "Apple" as a fruit, that is in its literal meaning, but directly as an indication of the concerned company, Apple Inc. The sign is consequently distinctive for the designated goods.


World Anti-Counterfeiting Day

! counterfeit goods

Established by Global Anti-Counterfeiting Group in 1998, World Anti-Counterfeiting Day is held today as every June. It aims at raising public awareness on the extremely damaging effects of counterfeiting and piracy, at both health and economic levels. In 2018, the total value of counterfeit and pirated products caught by Swiss customs authorities amounted to 18.9 millions Swiss francs. They mainly consist of handbags, travel bags, watches and jewelry. 
In the fight against counterfeits, it is as much important to watch the market, especially the online selling platforms, as to take measures through Swiss Customs assistance, criminal complaints and legal actions to stop the selling and claim damages. On top of intervening where the products are sold, actions must be taken in the countries of manufacturing and transit. Sedin can assist you on these steps in Switzerland as well as in Turkey, the second largest counterfeit market behind China, through our partner firm Deris.


Swiss patents - Decrease in official annuity fees

swiss patents

As of July 1, 2019 the fees to maintain a Swiss patent in force will reduce considerably. Over the entire maximum duration of protection, patent owners will save CHF 1'440, being a reduction of more than 15%. It will therefore be more advantageous to keep the patent alive throughout its entire life time of 20 years. Please contact us for a detailed overview of the revised annual fees.


SEDIN's new website now available

new website

Our new website has been launched. It reflects our new identity and our core values. We hope you will enjoy the visit. You will access insightful news and articles with more to regularly be added. Please let us know your feedback and contact us for any question.


World Intellectual Property Day 2019 – IP and Sports

Reach for Gold

On the occasion of World IP Day events at WIPO in Geneva, Olga Fayad was present at WIPO. With the motto “Reach For Gold”, this year’s celebrations focus on the role that IP plays in encouraging  innovation and creativity in sports. 


Apple lost against Swatch and its tagline Tick Different


As decided by the Federal Administrative Court of Switzerland, Apple failed against Swatch's trademark "Tick Different" for watch products in class 14 (decision of March 15, 2019, B-5334/2016). Apple did not hold prior trademark rights in its tagline "Think Different" in class 14 and relied on the US unregistered mark arguing that it was notorious . However, the Court found that this tagline was not sufficiently known in Switzerland. Swatch can therefore keep its trademark and use it freely. After the decision, Apple filed its trademark in class 14 in Switzerland, but being younger, it is not effective against the prior rights of Swatch. Competitive markets are a race against the clock and the first to protect the trademark is most often the winner ! Read more in PUBLICATIONS.


SEDIN will attend INTA Annual Conference


As with every year, SEDIN will be present at the annual conference of the International Trademark Association (INTA) gathering more than 10'000 participants involved in intellectual property. The convention takes place in Boston  from May 18 to May 22, 2019. SEDIN will be represented by Nathalie Denel.

If you would like to meet her during the event, please do not hesitate to contact her for a meeting proposal.


Brexit impact on European Union (EU) trademark rights


If the UK Parliament agrees on a Brexit deal, the validity of EU IP rights will be governed by the draft Withdrawal Agreement of March 19, 2018. EU trademark (EUTM) registrations will automatically be converted into national registrations keeping the filing and registration date. For pending EUTM applications, it will be possible to apply for a UK trademark without losing the filing date during the transition period (duration not known yet). International trademarks designating the EU will be treated the same way but the protection mechanism has not yet been decided.

In the case of a no-deal Brexit, the UK government has already prepared measures for EUTM registrations and applications ensuring the same rights in the UK as described above. A similar situation is envisaged for international trademarks designating the EU.

As no agreement was voted on on 29 March 2019, it is currently uncertain if a transition period will apply and if so, for how long. We will inform you of any new developments.


Canada joins the International Trademark System


On March 17, 2019 Canada joined the International trademark system (the Madrid System) which will come into effect on June 17, 2019 . On this date, it will be possible to designate Canada under an international trademark application or subsequently designate the country in an existing registration. With Canada acceding the Madrid System, it will be easier and less expensive for companies to protect their trademarks in Canada.

The Art of Trademark Use

The trademark must be used properly to prevent it from becoming generic  which, in turn, would make it  more difficult to defend or result in the loss of all protection. Follow our guidelines on proper use and read our recommendations to ensure that your exclusive rights remain in force and that you maintain your competitive advantage in the marketplace.

IP checklist

Use our checklist for a concise overview of the steps to take concerning your IP at each stage of the life cycle of your product or service. Depending on where your project stands, it will help you to know what you should think about and the nature of the support that Sedin can give you for a successful launch.

Exporting to the US, what you need to know about trademarks

When launching your products or services in the US market, make sure your brand does not violate third-party rights and protect it – the earlier, the better. This article gives you advice on which specific considerations must be taken into account for the registration, use, display of the trademark symbol and licensing of your trademark in this country.

The Art of Trademark Searching

Before any launch of a new trademark or entering a new market, proper trademark searches are vital. Otherwise, you risk violating the rights of a third party, which could seriously damage the reputation and activities of your company.  Defining the type and scope of the search will depend on the project and requires a cost-benefit analysis in consultation with intellectual property experts.

Apple lost against Swatch and its tagline Tick Different

In a decision of March 15, 2019 (B-5334/2016), the Federal Administrative Court of Switzerland dismissed Apple's claim against Swatch's trademark "Tick Different" for watch products in class 14. Apple did not hold prior trademark rights in its tagline "Think Different" in class 14 and relied on the US unregistered mark arguing that is was notorious. However, the Court found that this tagline was not sufficiently known in Switzerland. The decision highlights the importance of trademark protection and the strength of evidence of use.