Swatch’s latest advertisement has sparked a firestorm among Chinese social media users, resulting in a swift decision from the Swiss watchmaker to issue an apology and withdraw the campaign. The ad featured a model making a widely criticized gesture that mimicked the historically derogatory "slanted eye" pose, which is often employed to mock individuals of Asian descent.
As the ad went virally viral, outrage grew on platforms like Weibo, with many users expressing their fury and asserting that Swatch’s actions amount to discrimination against Chinese people. In a statement issued on Saturday, Swatch commented, “We sincerely apologize for any distress or misunderstanding this may have caused," pledging to address the situation urgently by removing all related materials globally. However, many consumers found the apology insincere, with comments surfacing like, "You can apologize, but I will not forgive," reflecting a deeper distrust and disappointment.
Swatch's revenue relies on the Chinese market, with approximately 27% coming from China, Hong Kong, and Macau. The company previously faced declining sales in China as the economy slows. Recent years have seen an increasing trend of consumers rallying together to boycott brands perceived as disrespectful toward Chinese culture, evidenced by organized efforts against major global companies, including H&M and Nike, over allegations relating to human rights abuses.
Additional incidents where brands faced backlash for cultural insensitivity highlight the growing awareness and activism among Chinese consumers. For instance, in 2018, Dolce & Gabbana faced significant backlash after posting offensive content towards Chinese culture which resulted in its products being pulled from major e-commerce platforms.
Swatch now stands in a delicate position, as Chinese consumers are more vigilant about cultural representation and sensitivity than ever before, reflecting a broader push among underrepresented populations against systematic stereotypes and racism worldwide.
As the ad went virally viral, outrage grew on platforms like Weibo, with many users expressing their fury and asserting that Swatch’s actions amount to discrimination against Chinese people. In a statement issued on Saturday, Swatch commented, “We sincerely apologize for any distress or misunderstanding this may have caused," pledging to address the situation urgently by removing all related materials globally. However, many consumers found the apology insincere, with comments surfacing like, "You can apologize, but I will not forgive," reflecting a deeper distrust and disappointment.
Swatch's revenue relies on the Chinese market, with approximately 27% coming from China, Hong Kong, and Macau. The company previously faced declining sales in China as the economy slows. Recent years have seen an increasing trend of consumers rallying together to boycott brands perceived as disrespectful toward Chinese culture, evidenced by organized efforts against major global companies, including H&M and Nike, over allegations relating to human rights abuses.
Additional incidents where brands faced backlash for cultural insensitivity highlight the growing awareness and activism among Chinese consumers. For instance, in 2018, Dolce & Gabbana faced significant backlash after posting offensive content towards Chinese culture which resulted in its products being pulled from major e-commerce platforms.
Swatch now stands in a delicate position, as Chinese consumers are more vigilant about cultural representation and sensitivity than ever before, reflecting a broader push among underrepresented populations against systematic stereotypes and racism worldwide.
