“We’ve gone the extra mile to protect our brand identifiers with Companies and Intellectual Property Authority (CIPA), because, in this game, you can’t afford to be caught flat-footed,” Gabriel Mothibedi, visionary Founding Director of Nako Timepieces.
Inside the intricate world of luxury timepieces, where every tick and tock narrate a tale of precision and artistry, Nako Timepieces stands as a beacon of African innovation. It’s a brand that truly understands that in the race of business, protecting intellectual property (IP) is not just playing it safe; it’s playing to win.
Gabriel Mothibedi, the visionary Founding Director of Nako Timepieces, unraveled the meticulous steps he takes to safeguard his brand’s distinctive identity in the ever-evolving landscape of intellectual property. It’s a journey that proves the early bird catches the worm when it comes to protecting creative assets.
For Mothibedi, protecting Nako Timepieces is not just about legal documents; it’s about preserving the very soul of his brand, which is deeply rooted in Botswana’s rich cultural tapestry. “We’ve gone the extra mile to protect our brand identifiers with Companies and Intellectual Property Authority (CIPA), because, in this game, you can’t afford to be caught flat-footed,” he said.
At the core of Nako Timepieces’s identity is its distinctive brand mark, the hand-drawn script ‘Nako’. This isn’t just a font; it’s a piece of art that speaks volumes. “It was manually scripted to create naturalistic letterforms with an organic visual flow, a preeminent characteristic of African art,” Gabriel elaborates.
He reveals that the letterforms symbolize the exaggerated figures of animal paintings found in Botswana’s ancient Tsodilo Hills. The organic shapes and rough textures of the letters are also symbolic of the quartzite rocks that form these historic hills, giving the brand a tangible link to its origins.
Nako Timepieces’ brand seal is another testament to its thoughtful design and commitment to its heritage. “Since we measure time in seconds, minutes, and hours, we selected only the hour and minute hands to represent the letter ‘K’ in our brand seal,” Gabriel explains.
The text encircling it, ‘Nako timepieces BW,’ is symbolic of the calibrations on a clock, and the ‘BW’ is the ISO-3166 Alpha-2 country code for Botswana, a proud declaration of the brand’s country of origin. This meticulous approach ensures that every element of the brand is not just aesthetically pleasing but also legally protected.
Ensuring that watch designs are not copied is paramount in an industry where replication can be a real headache. Mothibedi is not resting on his laurels. “We are in the process of filing for protection of our industrial designs, both locally and internationally, in countries and regions where we do most business,” he states.
He adds that copyrights naturally apply to their product designs in Botswana, evidenced by their hand-drawn sketches, visual processes, computer-aided drawings (CAD), rapid prototypes, and physical mockups.
However, Mothibedi is quick to point out that not everything can be protected. “Consumer-product design and engineering work with archetypal forms. Certain visual elements, like the standard features of any wristwatch, cannot be protected because they are universal.” It’s about knowing where to draw the line, a skill honed by years of experience in the industry.
Even with robust IP strategies in place, infringements can still crop up. He shares that Nako Timepieces has encountered cases, primarily involving photography and social media posts.
“We’ve seen official pages posting our pictures of Heads of States wishing them President’s Day without our consent or that of the photographers,” he recounts. In such instances, Nako’s approach is direct but firm: “We reached out, and apologies were made. In such cases, it’s just about crediting the originator.” It’s a reminder that sometimes, a simple acknowledgment can go a long way.
For emerging designers looking to protect their creative assets, Mothibedi’s advice is clear as a bell: “They must study the business of design and all things legal, and understand them to the core.” His own journey, spanning decades as a practitioner and academic, underscores the importance of this foundational knowledge. He has read, taught in Higher Education Institutions (HEIs) globally, and co-authored extensively on IP, making him a true authority on the subject.
As Nako Timepieces expands its footprint across borders, the process of securing IP rights in international markets becomes a different kettle of fish entirely. “It works, and it’s quite a challenge at the same time,” Gabriel admits.
He explains that through organizations like CIPA, African Regional Intellectual Property Organization (ARIPO), and World Intellectual Property Organization (WIPO), IP is mostly local and regional. “You have to protect your creations in areas that you do business in,” he stresses, highlighting the intricate web of international IP laws.
Mothibedi doesn’t mince words when it comes to the biggest misconceptions African entrepreneurs have about intellectual property. “I feel there is a disconnect and fragmentation. The people who would benefit more from IP in Africa hardly know much about it, and scholars and academics who know more just possess the knowledge without putting it to use for the most part.”
He believes that bridging this gap and transforming knowledge into practical application is crucial for unlocking the full potential of African creativity.
Nako Timepieces is a shining example of how a blend of artistic vision, cultural pride, and a keen understanding of intellectual property can build a brand that not only tells time but also tells a compelling story of heritage and innovation.
