Swatch officially acknowledged the backlash and issued an apology, stating, "We sincerely apologize for any distress or misunderstanding this may have caused." They expressed their commitment to addressing the issue and promptly removed related materials globally. However, many critics remained unsatisfied, with accusations targeting the brand's negligence towards cultural sensitivities. One Weibo user expressed skepticism about the motivation behind the apology, suggesting it was merely a profit protection strategy.
The uproar highlights a growing trend among Chinese consumers who have organized boycotts against international brands they perceive to have disrespected their culture. Previously, prominent companies like H&M and Nike were subject to backlash over human rights concerns in Xinjiang, and incidents involving Japanese and Italian brands also faced significant consumer retaliation in China. Notably, Swatch derives approximately 27% of its revenue from the Chinese market amid challenges due to the nation's economic downturn. As criticisms mount, the situation emphasizes a broader sensitivity toward cultural representation in advertising.
The uproar highlights a growing trend among Chinese consumers who have organized boycotts against international brands they perceive to have disrespected their culture. Previously, prominent companies like H&M and Nike were subject to backlash over human rights concerns in Xinjiang, and incidents involving Japanese and Italian brands also faced significant consumer retaliation in China. Notably, Swatch derives approximately 27% of its revenue from the Chinese market amid challenges due to the nation's economic downturn. As criticisms mount, the situation emphasizes a broader sensitivity toward cultural representation in advertising.
