The company issued a statement addressing concerns over a racially insensitive advertisement that sparked calls for a boycott among Chinese consumers.
Swatch Faces Backlash Over Controversial Ad, Apologizes to Chinese Consumers
Swatch Faces Backlash Over Controversial Ad, Apologizes to Chinese Consumers
Watchmaker Swatch Issues Apology Following Viral Social Media Criticism in China
Swatch, the Swiss watchmaker, has found itself in hot water after releasing an advertisement that many have deemed racially insensitive. The ad featured a model pulling at the corners of his eyes, a gesture that critics argue resembles the derogatory "slanted eyes" expression historically used to mock Asian individuals. The backlash was swift, with Chinese social media users expressing their outrage and calling for a boycott of Swatch products as the advertisement circulated widely online.
In response to the growing controversy, Swatch released a statement apologizing for any "distress or misunderstanding" the ad may have caused. The company emphasized that it takes the concerns seriously and has promptly removed all related marketing materials from circulation worldwide. However, the apology has not quelled the discontent among consumers. Many users on the popular social media platform Weibo voiced their perception that Swatch's primary concern lies with its profits rather than genuine respect for cultural sentiments.
"You can apologize, but I will not forgive," wrote one user, while another expressed that supporting Swatch would be cowardly in light of the perceived disrespect towards Chinese consumers. With approximately 27% of Swatch's revenue stemming from markets in China, Hong Kong, and Macau, this incident comes at a challenging time for the company, which has seen its sales decline amid China's ongoing economic struggles.
In recent years, Chinese consumers have increasingly mobilized organized boycotts against brands that they believe disrespect their culture or threaten national interests. Notable instances include widespread boycotts against global brands like H&M and Nike over their remarks on human rights issues in Xinjiang. Similarly, Japanese retailer Uniqlo faced backlash due to its cotton sourcing policies, and Italian fashion house Dolce & Gabbana encountered significant criticism and business consequences for perceived racial stereotypes in their advertising. As this incident unfolds, it underscores the rising awareness and activism among consumers regarding cultural representation.
In response to the growing controversy, Swatch released a statement apologizing for any "distress or misunderstanding" the ad may have caused. The company emphasized that it takes the concerns seriously and has promptly removed all related marketing materials from circulation worldwide. However, the apology has not quelled the discontent among consumers. Many users on the popular social media platform Weibo voiced their perception that Swatch's primary concern lies with its profits rather than genuine respect for cultural sentiments.
"You can apologize, but I will not forgive," wrote one user, while another expressed that supporting Swatch would be cowardly in light of the perceived disrespect towards Chinese consumers. With approximately 27% of Swatch's revenue stemming from markets in China, Hong Kong, and Macau, this incident comes at a challenging time for the company, which has seen its sales decline amid China's ongoing economic struggles.
In recent years, Chinese consumers have increasingly mobilized organized boycotts against brands that they believe disrespect their culture or threaten national interests. Notable instances include widespread boycotts against global brands like H&M and Nike over their remarks on human rights issues in Xinjiang. Similarly, Japanese retailer Uniqlo faced backlash due to its cotton sourcing policies, and Italian fashion house Dolce & Gabbana encountered significant criticism and business consequences for perceived racial stereotypes in their advertising. As this incident unfolds, it underscores the rising awareness and activism among consumers regarding cultural representation.
