Swatch Faces Backlash: ‘Slanted Eye’ Ad Pulled Amid Outcry in China

Swatch recently faced backlash over an advertisement featuring a model making a gesture that many viewed as racially insensitive. This led to accusations of racism, particularly on Chinese social media, and calls for a boycott.

The gesture, often associated with negative stereotypes, prompted significant criticism online. In response, Swatch issued an apology and removed the ad, acknowledging the concerns it raised. The company expressed regret for any hurt caused by the portrayal.

Despite the apology, many consumers remained dissatisfied. There are ongoing discussions on social media about potential boycotts of Swatch and its affiliated brands, such as Longines and Tissot. One prominent Weibo user suggested that Swatch should face repercussions from regulators, noting a feeling of enduring disrespect towards Chinese culture.

China is a vital market for Swatch Group, but the company has been struggling. In July, they reported a concerning 11.2% drop in net sales in the first half of the year, attributing this decline solely to weak demand in China. With consumers increasingly drawn to affordable brands, luxury companies like Swatch are feeling the pressure.

Historically, this isn’t the first instance of international brands facing scrutiny in China. In 2018, Dolce & Gabbana was criticized for a campaign that many found offensive, featuring a Chinese model who awkwardly used chopsticks. More recently, Dior stirred controversy in 2023 with a similar ad that featured a problematic gesture.

These incidents highlight a growing sensitivity to cultural representation in advertising. Experts suggest that brands must be more aware of local contexts and cultural nuances to avoid such public relations crises. As brands navigate this landscape, engagement with diverse perspectives can lead to more respectful and relatable marketing strategies.

For more on the implications of cultural sensitivity in advertising, you can read this Harvard Business Review article.

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