Swatch Unveils Exciting New Releases: Discover the Latest Trends and Styles!

Swiss watchmaker Swatch is facing backlash for an advertisement featuring a model making the “slanted eye” gesture, which many viewed as racist. This response was particularly loud on social media platforms like Weibo, where users denounced the imagery as offensive.

In a bid to address the criticism, Swatch issued an apology on Instagram and Weibo, stating that they have removed the ad from circulation. They expressed regret for any distress it caused. Despite this, many users continued to call for a boycott of Swatch and its associated brands, like Blancpain and Longines. One influencer with over a million followers accused Swatch of racism and suggested regulatory action against them.

Swatch relies heavily on the Chinese market, making this backlash particularly significant. Unfortunately, the company is already struggling. In July, they reported an 11.2% drop in net sales for the first half of the year, attributing this decline primarily to weakened demand in China.

This isn’t the first time a Western brand has faced similar scrutiny in China. Dolce & Gabbana faced severe criticism in 2018 for ads that portrayed a Chinese model awkwardly using chopsticks to eat Italian food. More recently, Dior upset social media users with an ad featuring a model pulling her eyes.

Such incidents reflect a growing sensitivity in China regarding how Western brands portray Asian cultures. A 2021 survey by the Chinese Academy of Social Sciences found that 48% of respondents felt that foreign brands often misrepresent Asian identity. This ongoing issue highlights the need for brands to approach cultural representation with care and respect.

As the global market shifts, brands must stay aware of their image and the cultural implications of their advertising. The challenge for companies like Swatch lies in balancing creativity and sensitivity, especially in rapidly changing consumer landscapes.

For more insights on brand representation, you can explore studies from reputable sources like Harvard Business Review.

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