A Saudi artist is claiming Swatch has plagiarised his work Magnetism in one of its advertisements. Ahmed Mater is suing the Swiss watchmakers for just under £1 million. The work shows the Hajj, a yearly Islamic pilgrimage to Mecca. The artist used iron shavings to represent the pilgrims oriented around a black magnet which represented the Kaaba, the most sacred site in Islam which is a cuboid building at the centre of Islam's most sacred mosque, Al-Masjid al-Haram, in Mecca, Saudi Arabia. Wherever they are in the world, Muslims are expected to face the Kaaba. The advertisement in question had replaced the cube with a watch.
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