Swatch, the renowned Swiss watch brand, has found itself in hot water after releasing an ad that depicted a model making a gesture resembling the historically derogatory "slanted eyes," a stereotype used to mock people of Asian descent. The ad quickly went viral on Chinese social media, eliciting widespread condemnation and calls for a boycott of Swatch products.
In response to the uproar, the company issued an apology, stating that it had "taken note of the recent concerns regarding the portrayal of a model" and stressed that they took the matter seriously. "We sincerely apologize for any distress or misunderstanding this may have caused," Swatch said in its statement. However, the apology did little to quell the anger. Critics have taken to platforms like Weibo to express their renewed outrage, suggesting that Swatch's concerns are financial rather than genuine.
Comments on social media reflected a deep sense of betrayal, with some users accusing Swatch of discrimination and warning that boycotting the brand is necessary to stand up against such phrases. "You can apologize, but I will not forgive," one user wrote, while another lamented that purchasing the brand would feel spineless given the circumstances.
Financially, Swatch has significant interests in the Chinese market, with approximately 27% of its revenue generated from Greater China, including Hong Kong and Macau. Yet, the brand has been grappling with declining sales in China amid an economic downturn. This backlash adds to a string of cultural sensitivities that have led to boycotts against various international brands in China over the years, including significant boycotts against H&M, Nike, and others for not aligning with Chinese social and cultural expectations.
The incident serves as another reminder of the delicate balance international brands must maintain when operating within the culturally rich and historically sensitive sphere of the Chinese market.
In response to the uproar, the company issued an apology, stating that it had "taken note of the recent concerns regarding the portrayal of a model" and stressed that they took the matter seriously. "We sincerely apologize for any distress or misunderstanding this may have caused," Swatch said in its statement. However, the apology did little to quell the anger. Critics have taken to platforms like Weibo to express their renewed outrage, suggesting that Swatch's concerns are financial rather than genuine.
Comments on social media reflected a deep sense of betrayal, with some users accusing Swatch of discrimination and warning that boycotting the brand is necessary to stand up against such phrases. "You can apologize, but I will not forgive," one user wrote, while another lamented that purchasing the brand would feel spineless given the circumstances.
Financially, Swatch has significant interests in the Chinese market, with approximately 27% of its revenue generated from Greater China, including Hong Kong and Macau. Yet, the brand has been grappling with declining sales in China amid an economic downturn. This backlash adds to a string of cultural sensitivities that have led to boycotts against various international brands in China over the years, including significant boycotts against H&M, Nike, and others for not aligning with Chinese social and cultural expectations.
The incident serves as another reminder of the delicate balance international brands must maintain when operating within the culturally rich and historically sensitive sphere of the Chinese market.
