Swatch Faces Backlash Over 'Offensive' Ad, Issues Apology

Swatch has recently come under fire for an advertisement that features a model in a pose reminiscent of racially charged stereotypes, leading to an outpouring of outrage from Chinese social media users and a subsequent apology from the company.

Swatch has found itself at the center of controversy over an advertisement that sparked backlash among Chinese consumers. The ad, which depicted a model pulling at the corners of his eyes, was immediately criticized for resembling the offensive "slanted eye" gesture historically used to mock individuals of Asian descent.

As the advertisement went viral, angry calls for a boycott of Swatch products emerged across Chinese social media platforms. In response to the uproar, the Swiss watchmaker issued an apology, stating, "We have taken note of the recent concerns regarding the portrayal of a model... We sincerely apologize for any distress or misunderstanding this may have caused." Furthermore, the company confirmed that it has promptly removed all related advertising materials worldwide.

However, criticism continues to mount as many users on Weibo expressed skepticism about the sincerity of Swatch's apology. One user remarked, "You can apologize, but I will not forgive," highlighting the sentiment that Swatch is primarily concerned about its profit margins rather than genuine respect for cultural sensitivities. Another user voiced frustration, saying that Chinese consumers would be "spineless" if they did not boycott the brand considering the perceived discrimination.

Swatch derives approximately 27% of its revenue from markets in China, Hong Kong, and Macau, though the company has registered declining sales there amidst an economic slowdown, as reported by Reuters. The watchmaker also oversees well-known brands such as Omega, Longines, and Tissot.

In recent years, organized boycotts have emerged in response to perceived cultural insults and threats to national interests. Notable instances include widespread boycotts against global fashion brands like H&M, Nike, and Adidas in 2021 over concerns surrounding human rights abuses in Xinjiang province. Additionally, attempts to boycott Uniqlo and Dolce & Gabbana followed their actions deemed disrespectful to Chinese cultural sensibilities.

As Swatch navigates the fallout from this incident, the situation serves as a stark reminder of the significance of cultural sensitivity in advertising, especially in the increasingly influential Chinese market.