The Swiss watchmaker Swatch has recently issued an apology and removed an advertisement that featured a model making a gesture widely perceived as racially insensitive. This decision came after the advert sparked accusations of racism and ignited calls for a boycott on Chinese social media platforms.
The controversial image depicted an Asian male model pulling the corners of his eyes, which many internet users criticized as a representation of the “slanted eye” stereotype. The backlash was swift and severe, prompting Swatch to respond publicly. In a post shared on both Instagram and the popular Chinese social media platform Weibo on Saturday, the company acknowledged the “recent concerns regarding the portrayal of a model” in their advertisement and confirmed that they had removed the promotional material globally.
Swatch's official statement included a heartfelt apology: “We sincerely apologise for any distress or misunderstanding this may have caused.” However, many users on social media were not satisfied with this response. The outrage continued, with calls for a boycott of Swatch Group brands, which encompass well-known names such as Blancpain, Longines, and Tissot.
One prominent Weibo user, boasting over a million followers, accused Swatch of “racism against Chinese” and suggested that regulatory actions should be taken against the company. Other users echoed similar sentiments, alleging that Swatch was guilty of deliberate discrimination and urging fellow consumers to boycott the brand. “The brand’s image has collapsed. (Swatch) thinks they can just apologise and salvage everything? It’s not that simple,” lamented another user.
China represents one of the largest markets for the Swatch Group, yet the company, like many other western luxury brands, has encountered challenges in sustaining growth due to a slowdown in the world’s second-largest economy. This shift in consumer behavior has led to a preference for more affordable brands. In a recent report, Swatch revealed an 11.2% decline in net sales for the first half of the year, attributing the downturn “exclusively” to reduced demand in China.
This incident is not isolated; Swatch is not the first foreign brand to face allegations of racist advertising in China. In 2018, the Italian luxury fashion label Dolce & Gabbana faced significant backlash after releasing promotional videos that featured a Chinese model struggling to use chopsticks to eat Italian food, further highlighting the sensitivity surrounding cultural representation in advertising.
