Scout Motors’ Latest Legal Battle Isn’t Over A Car, It’s Over An $875 Watch

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Astor+Banks has halted Terra Scout watch orders after Scout Motors claimed the name conflicts with its automotive brand

1 hour ago

• Scout Motors is challenging Astor+Banks over its Terra Scout watch name.
• Astor+Banks has stopped taking orders while the dispute plays out.
• The watchmaker argues buyers won’t confuse a mechanical watch with an EV brand.

Scout Motors has plenty on its plate as it prepares to launch its first vehicles, but apparently there’s room for a trademark fight, too. Independent Chicago watchmaker Astor+Banks says the Volkswagen-backed automaker has threatened legal action over the name of its Terra Scout mechanical watch. As a result, the microbrand has stopped taking orders. Astor+Banks announced the dispute on March 5, saying Scout Motors believes the Terra Scout name conflicts with its brand identity. The watchmaker, unsurprisingly, sees things differently.

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Its argument is pretty straightforward. Astor+Banks makes mechanical watches for enthusiasts, while Scout Motors plans to sell electric and range-extended SUVs and pickups. According to WatchPro, the watchmaker says the companies operate in separate industries, target different customers, and present no reasonable likelihood that buyers would confuse one for the other.

The Watch At The Center Of It

The watch in question isn’t some hastily assembled piece of Scout Motors merchandise. Astor+Banks introduced the Terra Scout earlier this year as its own interpretation of the traditional military field watch, with founder Andrew Perez drawing on his military service. It’s a 38.5 mm automatic watch powered by an LJP G100 movement with a 68-hour power reserve.

Buyers could choose sandblasted stainless steel, black DLC, or a limited-production Desert Sand Cerakote case. Pre-order pricing started at $875, while the Desert Sand Limited Edition cost $975. Regular pricing was set to rise to $995 and $1,195, respectively. Basically, these are very clearly enthusiast watches, not mini SUVs and trucks strapped to one’s wrist.

“It is deeply disappointing to have the momentum of the Terra Scout – a project born from genuine passion and military heritage – interrupted by a claim we believe lacks any merit,” Perez said, according to Watchpro. The company says customers with existing pre-orders will receive updates as the situation develops. Anyone who doesn’t want to wait for the legal wrangling to play out can request a full refund.

Still, it’s an unusual fight. Scout Motors is busy reviving one of America’s most recognizable off-road nameplates, while Astor+Banks is a small independent watchmaker selling a military-inspired mechanical watch called the Terra Scout. Now some lawyers will decide if the two Scouts can coexist or not. We reached out to Scout Motors for comment but did not receive a response at the time of writing.

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Images: Astor+Banks