Swiss watchmaker Swatch has issued an apology following backlash over an advertisement that featured a gesture widely regarded as derogatory and racist. The company announced it has “immediately removed all related materials worldwide,” aiming to address the concerns raised by consumers, particularly in China.
The controversial image, part of the Swatch Essentials collection, depicted an Asian male model manipulating the corners of his eyelids with his fingers. This gesture, perceived as offensive, prompted a wave of criticism on social media platforms in China, where numerous influencers condemned the ad. In response, Swatch took to Instagram, stating, “We sincerely apologise for any distress or misunderstanding this may have caused.” The brand emphasized its commitment to addressing the issue with the “utmost importance.”
Impact on Brand and Market
The apology was also shared on the Chinese social media platform Weibo in both Chinese and English, indicating the brand’s effort to communicate directly with its audience in this critical market. China plays a significant role in the luxury market, making it vital for brands like Swatch to maintain a positive image.
This incident echoes previous controversies faced by luxury brands in China. In 2018, Dolce&Gabbana founders issued a video apology after their advertising campaign sparked a boycott due to accusations of cultural insensitivity. Such events highlight the delicate balance luxury brands must strike in their marketing strategies, especially in diverse and culturally rich markets.
Current Challenges for Swiss Watchmakers
The timing of Swatch’s apology is particularly noteworthy, as Swiss watch exporters are confronting various challenges, including new tariffs in the United States and a prolonged economic slowdown. According to industry association figures, there have been significant declines in sales across several markets, including the United States, Japan, and Hong Kong.
As global consumers become increasingly vocal about cultural sensitivity, luxury brands must navigate these challenges carefully. The swift response from Swatch demonstrates an awareness of the potential fallout from such missteps, particularly in a market as crucial as China. Moving forward, it remains essential for brands to foster an understanding of cultural nuances to avoid similar controversies in the future.
