Dispute about the St. Moritz brand
The trademark protection of the posh resort of St. Moritz is being put to the test. An application for the protection of a new trademark called "St. Moritz" targets protection classes that are already covered by the original trademark, which has been protected for over 30 years.
This is what the Handelszeitung writes in its current issue. Behind the currently pending trademark application is an organization called IG Engadin, which is domiciled in St. Moritz.
At the Grisons law firm Meisser & Partners, the trademark protection representative of the Kur- und Verkehrsverein St. Moritz, one is aware of the matter and reserves the right to take action, says attorney Marco Bundi: "We do not know the owner IG Engadin and also not their intentions with the present trademark application. We will certainly check on behalf of the Kur- und Verkehrsverein St. Moritz whether something has to be done here."
Hanspeter Danuser, St. Moritz spa director from 1978 to 2008, speaks of a "very explosive topic. Brand management expert Danuser sums up: "There have always been branding freeloaders. But I have never experienced such an attack in all my years as spa director of St. Moritz - certainly not from Switzerland."
