Swiss watchmaker Swatch is facing a significant backlash in China after an advertisement featuring a model pulling the corners of his eyes upwards sparked outrage. The gesture, historically used as a racist caricature of Asians, triggered calls for a boycott on Chinese social media platforms.
The Controversial Ad and Apology
The ad, part of the Swatch Essentials collection, showed an Asian male model making the offensive gesture. Critics swiftly condemned the image as perpetuating racist stereotypes. The controversy quickly went viral, prompting Swatch to issue an apology and remove the advertisement globally.
"We sincerely apologize for any distress or misunderstanding this may have caused," Swatch stated on Instagram and Weibo, acknowledging "recent concerns regarding the portrayal of a model." The company emphasized that it had “immediately removed all related materials worldwide.”
Boycott Calls and Consumer Reaction
Despite the apology, many Chinese consumers remain unconvinced. Criticism continues to mount on social media, with users accusing Swatch of racism and calling for a boycott of Swatch Group brands, including Blancpain, Longines, and Tissot. One Weibo user with over a million followers suggested regulators should punish the company.
"They make money from us and still dare to discriminate against Chinese people. We would be spineless if we don't boycott it out of China," one Weibo user said.
Impact on Swatch's Market Share
China is a crucial market for Swatch, accounting for a significant portion of its revenue. However, the company has experienced declining sales in the region amid an economic slowdown. This controversy could further impact Swatch's market share in China, particularly if the boycott gains traction.
This incident highlights the growing sensitivity surrounding cultural representation and the potential consequences for brands that are perceived as insensitive or discriminatory. In recent years, Chinese consumers have organized boycotts against several global brands over perceived insults to their culture or threats to national interests.
- H&M, Nike, and Adidas faced boycotts over concerns about human rights in Xinjiang.
- Uniqlo was targeted after stating it did not source cotton from Xinjiang.
- Dolce & Gabbana faced backlash for culturally insensitive videos.
The Swatch controversy serves as a reminder of the importance of cultural awareness and sensitivity in global advertising and marketing campaigns.