Swatch Group Ltd has taken measures against Apple over the latter’s usage of the iWatch label, citing its similarity to the iSwatch line of products. Said measures include notifying authorities in all the countries where iWatch has been registered as a trademark, although litigation has not been planned.

CEO of the Swatch Group, G Nicolas Hayek, said that this is “normal procedure” and the group “react[s] like this for all other brand names that [they] have protected”. According to Hayek, the two companies are in occasional contact about new technologies, but have not discussed the iWatch/iSwatch issue. Kristin Huguet, a spokesperson for Apple in California, has declined to comment on the matter.

Whilst Swatch’s iSwatch line consists of several different products, Apple’s as yet unannounced iWatch will almost certainly be its foray into the smartwatch market, which came to prominence after Pebble Technology’s Kickstarter campaign raised over US$10 million (100 times its initial target) to fund its smartwatch production.

According to a search on the World Intellectual Property Organization website, over 50 companies have filed for trademark protection for the iWatch name. Apple made such a filing in Japan last year, according to the Japan Patent Office.

This report originally appeared on Bloomberg.com (http://www.bloomberg.com/news/2014-05-04/swatch-objects-to-authorities-over-apple-s-use-of-iwatch-label.html)