Swatch, the Swiss watchmaker, has found itself in hot water after releasing an advertisement that features a model pulling at the corners of his eyes, which has been denounced by Chinese social media users as an offensive representation echoing the historically derogatory "slanted eye" stereotype. The backlash has prompted an outcry for a boycott of Swatch products across various platforms, escalating the situation as the ad went viral.
In response to the growing discontent, Swatch issued a public apology, stating, "We have taken note of the recent concerns regarding the portrayal of a model and sincerely apologize for any distress or misunderstanding this may have caused." The company further committed to immediate removal of the advertisement and all associated materials globally.
Despite the apology, social media critics have expressed skepticism regarding Swatch's intent. One Weibo commentator remarked, "You can apologize, but I will not forgive," highlighting a sentiment that suggests the company is more concerned about financial repercussions than genuine respect for Chinese culture. Another user echoed similar thoughts, stating, "They make money from us and still dare to discriminate against Chinese people. We would be spineless if we don’t boycott it out of China."
Swatch derives approximately 27% of its revenue from the Chinese markets, which include Hong Kong and Macau. However, sales have been declining recently due to the broader economic slowdown affecting the region. The issue reflects a growing trend among Chinese consumers, who have previously mobilized boycotts against international brands perceived as disrespectful to Chinese culture or as endangering national interests.
Similar incidents in the past have seen significant pushback—like the 2021 boycott against major fashion brands such as H&M, Nike, and Adidas for their comments on alleged human rights violations in Xinjiang province. Previous attempts to boycott other companies over different cultural insensitivities highlight the increasing vigilance and activism among Chinese consumers regarding representation and respect for their culture.
