Scout Motors has plenty to do before its upcoming SUV and pickup reach customers. Somehow, a small independent watchmaker in Chicago has also found its way onto the automaker’s agenda.
The disagreement centers on a mechanical field watch called the Terra Scout. Astor+Banks introduced it as a modern interpretation of traditional military watches, with founder Andrew Perez drawing on his own military service when developing the design.
Scout Motors apparently sees a problem with the name. Astor+Banks announced that the automaker has filed a legal claim asserting that “Terra Scout” conflicts with Scout’s automotive brand identity.
The watchmaker strongly disagrees, although the dispute has already had consequences. Astor+Banks says it has paused assembly of the Terra Scout while the issue is resolved.
The Two Companies Sell Very Different Things
Astor+Banks argues that there should be little opportunity for consumers to confuse the two brands. One is an independent company producing mechanical watches, while Volkswagen-backed Scout Motors is preparing to sell electric and range-extended SUVs and pickups.
“We believe this claim has no merit,” Astor+Banks wrote, arguing that a purpose-built mechanical field watch and an electric vehicle brand “occupy entirely different worlds.” WatchPro reports that the company also believes the businesses target different customers and present no reasonable likelihood of marketplace confusion.
Whether those differences are enough to settle the trademark dispute is ultimately a legal question. Astor+Banks says it must nevertheless halt work while the situation is addressed.
An $875 Watch Is At The Center Of It
The Terra Scout itself is a 38.5-mm automatic field watch powered by an LJP G100 movement offering a claimed 68-hour power reserve. Customers could select sandblasted stainless steel or black DLC versions, alongside a limited-production Desert Sand Cerakote model.
Pre-order pricing started at $875, while the Desert Sand Limited Edition was priced at $975. Standard pricing was scheduled to rise to $995 and $1,195, respectively, after the pre-order period.
Astor+Banks says all of the components had already arrived, and quality control and assembly were underway before production was paused. The company described the response from watch enthusiasts as everything it had hoped for.
Customers Are Now Waiting
Perez said that interrupting the Terra Scout’s momentum was “deeply disappointing,” particularly given the personal background behind the project. Astor+Banks says existing customers will receive updates as the dispute develops, while WatchPro reports that buyers who no longer want to wait can request full refunds.
The watchmaker has said it is working to resolve the situation as quickly as possible. Scout Motors’ position beyond the trademark claim described by Astor+Banks hasn’t been detailed in the supplied material.
Trademark disputes between companies aren’t particularly unusual, especially when businesses are protecting names they consider important to their identities. This one stands out because the products involved could hardly look more different.
One Scout is preparing rugged SUVs and pickups. The other is a mechanical watch small enough to disappear beneath your sleeve, yet the shared word has been enough to bring production of the latter to a halt.