Swatch Pulls Controversial Ad After Backlash in China
Swiss watchmaker Swatch has apologised and withdrawn an advertising campaign after sparking outrage in China over imagery deemed offensive.
The ad, which showed a male model stretching the corners of his eyes, was widely criticised on Chinese social media as echoing a racist gesture historically used to mock people of Asian descent. Hashtags condemning the brand trended on Weibo, with many users calling for a boycott of Swatch products.
In a statement issued on Saturday, the company acknowledged the criticism. “We sincerely apologise for any distress or misunderstanding this may have caused,” it said, adding that the images were immediately removed worldwide.
Despite the apology, anger persisted online. One Weibo user accused the brand of caring only about profits, while another wrote: “They make money from us and still dare to insult Chinese people. If we don’t boycott, we are spineless.”
China is a critical market for Swatch, accounting for about 27% of its revenue across the mainland, Hong Kong and Macau, according to Reuters. But like many luxury brands, it has faced weaker sales in the region amid a broader economic slowdown.
Swatch, which also owns Omega, Longines and Tissot, now joins a growing list of global companies that have faced consumer boycotts in China over campaigns seen as insensitive or disrespectful.
In recent years, international brands such as H&M, Nike and Adidas were targeted after raising concerns about alleged human rights abuses in Xinjiang. Japanese retailer Uniqlo also faced backlash in 2023 over its cotton supply chain, while Dolce & Gabbana’s 2018 ad showing a Chinese model struggling to eat Italian food with chopsticks triggered one of the most high-profile boycotts, forcing the fashion house to cancel a Shanghai runway show.
