Swiss watchmaker Swatch has issued an apology and withdrawn an advertisement featuring a model who appears to pull the corners of his eyes. This gesture drew significant backlash on Chinese social media, where critics noted the resemblance to the historically racist “slanted eye” posture used to mock Asians. As the advertisement gained traction online, calls for a boycott of Swatch products intensified.
In response to the controversy, Swatch acknowledged the concerns regarding the portrayal in the advertisement and stated, “We sincerely apologize for any distress or misunderstanding this may have caused.” The company emphasized the importance of the matter and confirmed that all related materials would be removed globally. However, the apology has not fully satisfied critics. Some social media users expressed skepticism about the sincerity of the apology, suggesting that Swatch was primarily concerned about its profits rather than addressing the underlying issues of cultural sensitivity.
Swatch derives approximately 27% of its revenue from markets in China, Hong Kong, and Macau, but has experienced declining sales in China during recent economic downturns. The company is also known for producing other luxury watch brands, including Omega, Longines, and Tissot.
In recent years, Chinese consumers have increasingly organized boycotts in response to perceived cultural slights or threats to national interests. Previous instances include a widespread boycott in 2021 against global brands such as H&M, Nike, and Adidas after those companies made statements regarding alleged human rights abuses in Xinjiang province. Similar boycotts have targeted other brands, including Uniqlo and Dolce & Gabbana, due to culturally insensitive advertisements or business practices.
Source: https://www.bbc.com/news/articles/cn02k9ykej5o?at_medium=RSS&at_campaign=rss