Swatch's recent advertisement featuring a model pulling at the corners of his eyes sparked outrage among Chinese consumers, prompting a wave of criticism across social media platforms. Critics accused Swatch of perpetuating the offensive stereotype of "slanted eyes," a gesture historically used to mock individuals of Asian descent. The subsequent public outcry has escalated into widespread calls for a boycott of Swatch products.
In response to the mounting controversy, Swatch issued an apology stating, “We sincerely apologize for any distress or misunderstanding this may have caused," and confirmed that the advertisement had been pulled from circulation. The company emphasized its commitment to addressing the concerns raised by their audience.
However, many consumers on platforms such as Weibo were unimpressed with the apology. One user noted, “You can apologize, but I will not forgive," while another emphasized the financial impact of boycotting the brand, citing, “We would be spineless if we don't boycott it out of China." Despite efforts to smooth over the situation, the sentiment among critics suggests that the apology may be viewed as purely a business tactic rather than a genuine understanding of the issue.
Swatch derives approximately 27% of its revenue from China, Hong Kong, and Macau, making the regional market crucial to its business. Nevertheless, the company has faced declining sales in China amid an economic slowdown. Swatch is also known for its other luxury brands, including Omega, Longines, and Tissot.
The incident fits within a pattern of nationalistic sentiment among Chinese consumers, who have previously orchestrated boycotts against brands perceived to be disrespectful to Chinese culture. Notable examples include the 2021 action against brands like H&M, Nike, and Adidas following their criticisms of human rights issues in Xinjiang province, as well as similar backlash directed at other international brands for perceived offenses against Chinese people or culture.
Swatch’s current predicament is a stark reminder of the increasing sensitivity regarding cultural representation in advertising and the potential financial ramifications for brands that fail to navigate these issues with care.
In response to the mounting controversy, Swatch issued an apology stating, “We sincerely apologize for any distress or misunderstanding this may have caused," and confirmed that the advertisement had been pulled from circulation. The company emphasized its commitment to addressing the concerns raised by their audience.
However, many consumers on platforms such as Weibo were unimpressed with the apology. One user noted, “You can apologize, but I will not forgive," while another emphasized the financial impact of boycotting the brand, citing, “We would be spineless if we don't boycott it out of China." Despite efforts to smooth over the situation, the sentiment among critics suggests that the apology may be viewed as purely a business tactic rather than a genuine understanding of the issue.
Swatch derives approximately 27% of its revenue from China, Hong Kong, and Macau, making the regional market crucial to its business. Nevertheless, the company has faced declining sales in China amid an economic slowdown. Swatch is also known for its other luxury brands, including Omega, Longines, and Tissot.
The incident fits within a pattern of nationalistic sentiment among Chinese consumers, who have previously orchestrated boycotts against brands perceived to be disrespectful to Chinese culture. Notable examples include the 2021 action against brands like H&M, Nike, and Adidas following their criticisms of human rights issues in Xinjiang province, as well as similar backlash directed at other international brands for perceived offenses against Chinese people or culture.
Swatch’s current predicament is a stark reminder of the increasing sensitivity regarding cultural representation in advertising and the potential financial ramifications for brands that fail to navigate these issues with care.
