Switzerland-based Swatch had applied to trademark the phrase. However, Apple objected and said the phrase had been associated with Apple products for more than 20 years.

Bosses said Swatch knew of Apple’s link to the phrase and had submitted the trademark application in “bad faith”.

However, a judge has now ruled against Apple after a High Court hearing in London, The Herald reports.

Deputy High Court Judge Iain Purvis said he could not conclude that Swatch bosses had “stepped over the line” between the appropriate and inappropriate use of a trademark.

The judge heard that Apple founder Steve Jobs had used the phrase, and it had probably been borrowed from television detective Columbo.