Ad campaign accused of racism, Swatch offers an apology
Swatch, a prominent Swiss watchmaker, has found itself in hot water following a marketing campaign that has been labelled as racist. The controversy erupted on Monday and quickly gained traction on Chinese social media platforms such as Weibo, where the apology was published in both Chinese and English.
The campaign in question, part of Swatch's Essentials collection, featured an Asian model pulling the corners of his eyes, a gesture widely recognized as offensive and derogatory. This provocative action was met with severe criticism from the Swiss public broadcaster SRF and Chinese consumers, leading to accusations of racial insensitivity and calls for boycotts.
In response, Swatch issued a formal apology, expressing "sincere apologies for any distress or misunderstanding this may have caused" and immediately removed all related promotional materials worldwide. However, some consumers and influencers remain dissatisfied, continuing to call for boycotts and regulatory action against the brand.
This incident is part of a broader pattern where luxury brands face mounting pressure in China over cultural sensitivity. In the past, brands like Dior and Dolce & Gabbana have also faced criticism for culturally insensitive marketing campaigns. In 2018, Dolce & Gabbana apologized after Chinese consumers boycotted their products following videos that were deemed culturally insensitive in promoting a Shanghai fashion show.
The apology by Swatch comes at a time when the Swiss watch industry is already facing a prolonged slowdown in the American, Japanese, and Hong Kong markets, with the latter two also experiencing significant drops for Swiss watch exporters. China, being a major market for luxury brands and watchmakers, is crucial for the industry's growth.
It's worth noting that this controversy does not seem to be directly linked to new tariffs that Swiss watch exporters are facing in the U.S.
References
[1] Swatch Apologizes for Racist Ad, Faces Calls for Boycott
[2] Dior Faces Backlash Over Racist Advertisement
[3] Dolce & Gabbana Apologize for Culturally Insensitive Marketing Campaign
[4] Adidas Apologizes for Culturally Insensitive Product Design
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