EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
MajorsMar 11, 2014
Seeing stripes: Swatch files suit over zebra design
Swiss watch giant Swatch Group has slapped Target with a trade dress infringement lawsuit claiming the retailer is selling watches that are inferior copies of its “zebra” and “multicolor” plastic Swatch watches.
New York--Add a lawsuit filed against it by the world’s largest watchmaker to Target’s growing list of problems.
In New York federal court on Monday, Swatch Group AG slapped Minneapolis-based Target Corp. and Target Brands Inc. with a lawsuit claiming the retailer is selling watches that infringe upon the trade dress of its “zebra” and “multi-color” plastic Swatch watches.
Swatch Group is asking the court to award damages in the case, including money made from the sale of the allegedly infringing timepieces, to ban Target from selling these watches, and to order the destruction of all existing watches.
A spokesman for Target, which is grappling with sliding sales and the aftermath of the November-December theft of millions of customers’ personal data, said the retailer doesn’t have additional information to share in regards to the lawsuit. The retailer, however, issued the following statement: “It always has been, and continues to be, the policy of Target to respect the intellectual property rights of others and we expect the same from our vendors and partners.”
In the lawsuit, Swatch Group claimed it “revolutionized” the watch industry in the early 1980s by creating its plastic-cased namesake watches consisting of only 51 components.
The company “has combined high-quality fashion at an affordable price with its Swatch watches,” court papers state, and has sold millions of Swatch products worldwide since debuting in the U.S. market in 1982.
Now, Target is selling watches that infringe upon Swatch Group’s zebra and multi-color trade dresses, the watch company alleges, with the lawsuit giving an in-depth description of each timepiece, including a detailed section on the black and white stripes of the zebra design.
Target watches are “of a quality substantially different than, and inferior to, that of the plaintiff’s genuine goods,” court papers state.
Swatch and Target aren’t the only retail heavyweights battling over jewelry trademark infringement. On Valentine’s Day 2013, Tiffany & Co. filed a trademark infringement lawsuit against Costco claiming the warehouse retailer had been selling engagement rings falsely labeled as “Tiffany” for years.
RELATED CONTENT: Tiffany slaps Costco with trademark lawsuit
Costco fired back with a counterclaim stating that the term “Tiffany” in the context of ring settings is now a generic term used to describe any solitaire diamond ring setting with six prongs and, therefore, is no longer a trademark.
In what legal experts called a victory for Costco, on Jan.
Editors' Picks
Sponsored by
17 a federal judge ruled that the warehouse retailer could take its argument about the generics of the terms “Tiffany” and “Tiffany setting” to trial when the retailers square off in court this summer.
More on Majors
The Latest
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
