Swatch has been forced to issue an apology and retract an advertisement depicting a model pulling at the corners of his eyes, an action perceived by many as racist and reminiscent of historical caricatures mocking Asians. The controversy erupted on Chinese social media platforms, where users condemned the ad as insensitive and offensive.
In response to the growing uproar, Swatch stated it had noted the backlash and expressed sincere regret for any distress caused. “We treat this matter with the utmost importance and have immediately removed all related materials worldwide,” the company said on Saturday. Despite the apology, many consumers remained unconvinced. Some took to Weibo to express their discontent, arguing that the company was more concerned about profit than genuinely addressing the issue. “You can apologise, but I will not forgive,” one user remarked, highlighting the sentiment of many who felt that this was a grave misstep by the brand.
Swatch’s reliance on the Chinese market is significant, with about 27% of its revenue coming from sales in China, Hong Kong, and Macau. However, the company has faced declining sales as the Chinese economy continues to struggle. Previous instances of cultural insensitivity have historically incited boycotts in China, with previous targets including major global brands such as H&M and Nike, which faced backlash following their statements regarding human rights issues in Xinjiang province.
The effects of the latest incident are yet to be seen, but as consumers rally together online, Swatch may find itself navigating a turbulent landscape in an increasingly sensitive market.
In response to the growing uproar, Swatch stated it had noted the backlash and expressed sincere regret for any distress caused. “We treat this matter with the utmost importance and have immediately removed all related materials worldwide,” the company said on Saturday. Despite the apology, many consumers remained unconvinced. Some took to Weibo to express their discontent, arguing that the company was more concerned about profit than genuinely addressing the issue. “You can apologise, but I will not forgive,” one user remarked, highlighting the sentiment of many who felt that this was a grave misstep by the brand.
Swatch’s reliance on the Chinese market is significant, with about 27% of its revenue coming from sales in China, Hong Kong, and Macau. However, the company has faced declining sales as the Chinese economy continues to struggle. Previous instances of cultural insensitivity have historically incited boycotts in China, with previous targets including major global brands such as H&M and Nike, which faced backlash following their statements regarding human rights issues in Xinjiang province.
The effects of the latest incident are yet to be seen, but as consumers rally together online, Swatch may find itself navigating a turbulent landscape in an increasingly sensitive market.
