In a recent uproar, Swatch has issued a formal apology and promptly removed an advertisement that went viral on Chinese social media, where it faced significant backlash. The ad featured a model adjusting the corners of his eyes—a gesture that many condemned as reminiscent of the racially insensitive "slanted eye" stereotype historically used to mock people of Asian descent.
As criticism snowballed, calls for a boycott of Swatch products surged across platforms like Weibo, where users expressed their outrage. "You can apologize, but I will not forgive," lamented one user, while another highlighted the brand's insensitivity by stating, “They make money from us and still dare to discriminate against Chinese people.”
Swatch responded to the backlash, stating, "We sincerely apologize for any distress or misunderstanding this may have caused," asserting they have taken the concerns seriously and have removed all related materials globally. However, many consumers remain unfazed by the apology. Despite Swatch generating up to 27% of its revenue from markets in China, Hong Kong, and Macau, the brand has faced declining sales amid the nation's economic slowdown.
The incident mirrors previous instances where Chinese consumers have mobilized against brands perceived as disrespectful to their culture. In 2021, significant boycotts ensued against major global fashion labels like H&M and Nike over their statements regarding alleged human rights abuses in Xinjiang Province. This trend showcases an increasing resolve among Chinese consumers to stand against perceived cultural insults and protect national pride.
As the fallout continues, it remains to be seen how Swatch will navigate the storm and rebuild trust with its consumer base in China.
