Swatch Faces Backlash for Ad with Racial Insensitivity Towards Asians

Swatch's recent advertisement featuring a model in a pose reminiscent of a racist stereotype has triggered outrage among Chinese consumers, leading to calls for a boycott and an urgent apology from the Swiss watchmaker.

Swatch, the internationally recognized Swiss watchmaker, has found itself at the center of controversy following the release of an advertisement that quickly ignited anger among Chinese social media users. The ad, which depicted a model manipulating the corners of his eyes in a manner critics say mimics the derogatory "slanted eye" caricature of Asians, has led to widespread condemnation online.

The backlash was swift and fierce, with many Chinese consumers calling for a boycott of the brand's products on platforms like Weibo, where the ad went viral. In response to the uproar, Swatch issued an apology stating, "We have taken note of the recent concerns regarding the portrayal of a model. We sincerely apologize for any distress or misunderstanding this may have caused." The company also announced it would remove all related promotional material from circulation worldwide.

However, the apology failed to mitigate the anger of many users, with accusations that Swatch's motive was purely financial. One Weibo user stated, "You can apologize, but I will not forgive," emphasizing a growing sentiment among consumers that the brand failed to acknowledge the severity of the offense. Another user proclaimed the need for a boycott, denouncing the brand's perceived indifference to Chinese consumers whom they rely on, claiming it would be "spineless" not to react.

It's noteworthy that around 27% of Swatch's revenue comes from the Chinese market, which has faced its own economic challenges recently. The incident reflects a broader trend where Chinese consumers are increasingly vocal about perceived cultural disrespect, evidenced by previous boycotts against brands like H&M and Nike due to comments on sensitive topics related to China's human rights issues. The outcry surrounding Swatch's advertisement marks yet another instance in which cultural sensitivity plays a critical role in brand perception within China.