Apology Issued Following Outcry
Swiss watchmaker Swatch has removed an advertisement after widespread criticism in China. The ad featured an Asian male model pulling the corners of his eyes, which many viewers deemed racially insensitive.
Online Backlash and Calls for Boycott
Social media users on Instagram and China’s Weibo condemned the gesture as offensive. Despite Swatch’s apology, some continued to call for boycotts of Swatch Group brands, including Blancpain, Longines, and Tissot. A popular Weibo influencer accused the company of “racism against Chinese” and urged regulatory action.
Swatch Responds
The company stated that the ad had been deleted globally and expressed regret for any offense caused. Nevertheless, many online commenters argued that the apology alone could not repair the damage to the brand’s reputation.
Challenges in China
China is a key market for Swatch, but the company has faced declining demand amid the country’s economic slowdown. In the first half of the year, Swatch reported an 11.2% drop in net sales, citing weaker Chinese consumer spending.
Similar Controversies in the Luxury Sector
Swatch is not the first Western brand criticized for racially insensitive advertising in China. In 2018, Dolce & Gabbana faced backlash for videos showing a Chinese model struggling with chopsticks. More recently, Dior drew criticism in 2023 for an ad featuring a similar “eye-pulling” gesture.
