VOGUE is a famous mark in the sense of art. 15 Trade Mark Act (roughly equivalent to the concept of the well-known mark under EU trade mark law). A consumer survey among 1,110 members of the general public from all three language regions of Switzerland had shown that 25% of the questioned knew VOGUE and associated it with a high quality fashion magazine, this was sufficient to establish the famousness of the mark.

Famous marks enjoy protection for all products, even for those for which they are not used, such as in this case cosmetics and watches (that is really one of the main points of the concept of famous marks - the first instance having gotten this wrong is a bit embarrassing). The claim could therefore be granted under trade mark law (in an obiter dictum, the Federal Supreme Court adds that it also could be granted under unfair competition law).

German summary of decision of 7 August 2012 here, with link to full text in French.