Advertising withdrawn by Swatch following allegations of racist practices
Swatch Apologizes for Controversial Ad Campaign in China
Swatch, the Swiss watchmaker, has issued an apology and withdrawn an advertising campaign following a backlash on Chinese social media over a perceived racist advertisement.
The advertisement, part of Swatch's 2025 "Essentials" collection, featured an Asian male model with his eyes pulled into a slant, a gesture historically used to mock Asians. This imagery sparked significant outrage on Chinese social media, with users condemning the ad as offensive, racist, and degrading to Chinese people, resulting in calls for a boycott of Swatch products in China.
In a statement published on Weibo, Swatch expressed regret for any distress or misunderstanding caused and stated that they had immediately removed all related materials worldwide. The company described the matter as one of "utmost importance" and promised to take note of the recent concerns.
However, many consumers criticized the apology as inadequate and questioned the company's sincerity, with some accusing Swatch of caring only about profits while disrespecting Chinese customers.
The controversy comes at a challenging time for international luxury brands in China, with rising nationalism, changing consumer preferences, and economic slowdown. Swatch had already reported weaker-than-expected sales in China earlier this year, and the racist ad incident further damaged its brand reputation and market performance there, contributing to a decline in its stock price.
It's worth noting that China accounts for approximately 27% of Swatch's total revenue. Swatch owns brands like Omega, Longines, and Tissot in addition to Swatch.
When asked for further comment by Reuters, Swatch declined to provide one.
The controversy originated from a gesture widely perceived as racist because it mocks Asians by exaggerating the shape of their eyes, often called the "slanted eye" gesture. This imagery has been condemned as offensive and degrading, and its use in advertising is considered insensitive and inappropriate.
Despite the controversy, Swatch remains a prominent player in the global watch industry, with a rich history and a wide range of products. However, the incident serves as a reminder of the importance of cultural sensitivity and the need for brands to be mindful of the potential implications of their advertising campaigns.
References: [1] The Guardian [2] CNN Business [3] South China Morning Post
In light of Swatch's controversial ad campaign in China, the company should revise their community policy and employment policy to ensure cultural sensitivity, especially when creating marketing materials on social-media platforms. Subsequently, Swatch's entertainment division could focus on producing content that celebrates diversity and avoids offensive depictions to maintain a positive brand image and foster good relations with their consumer base.
