It seems that a lot of people argue that this is entirely different from the Samsung v. Apple case, because this is just an "homage" and SBB/Mondaine don't dire

It seems that a lot of people argue that this is entirely different from the Samsung v. Apple case, because this is just an "homage" and SBB/Mondaine don't directly compete with Apple. Hewever, SBB stands to loose a symbolic icon: What is now the Swiss railway clock may well become "that iOS clock". Mondaine will probably also not be happy when their watches will be recognized as "that iPad clock". It seems like a significant dilution of trade dress/a trademark to me.