The Stockholm, Sweden-based organization that issues Nobel prizes has ordered the Nobel Watch Co. to stop using the advertising slogan, “I didn’t get the Nobel Prize…But I got the Nobel watch.”

According to a release issued by The Nobel Watch Co., the Nobel Foundation sent the company a letter of warning telling them to cease and desist the use of the wording “Nobel Prize” in its slogan now and going forward.

According to the Nobel Watch Co., the company has “built its 15-year business and reputation on the slogan” and it has never been an issue.