Swatch, the renowned Swiss watch manufacturer, has come under fire following the release of an advertisement in which a model is seen pulling the corners of his eyes, an act that many Chinese social media users have condemned as reminiscent of the derogatory "slanted eye" stereotype historically used to belittle Asians. This portrayal ignited strong backlash on platforms such as Weibo, where calls for a boycott of Swatch products quickly gained momentum.
In response to the uproar, Swatch issued a statement acknowledging the backlash and expressing regret for any distress caused. "We've taken note of the recent concerns regarding the portrayal of a model," the company said, stating that it has removed all related materials globally. However, the apology failed to quell the anger among critics, some of whom expressed skepticism about the sincerity of the gesture. "You can apologise, but I will not forgive," one Weibo user stated, while another emphasized the need for collective action against the brand, claiming, "We would be spineless if we don't boycott it out of China."
With approximately 27% of its revenue stemming from the Greater China region, including Hong Kong and Macau, Swatch is wary of the financial implications, especially given the ongoing decline in sales linked to China's economic slowdown. The incident highlights a growing trend of organized consumer activism in China, where shoppers have effectively led boycotts against companies seen as disrespecting Chinese culture or challenging national interests.
In recent years, numerous global brands, including H&M, Nike, and Adidas, have also faced similar backlash from Chinese consumers following expressions of concern regarding human rights issues in Xinjiang province. Additionally, Italian fashion brand Dolce & Gabbana has previously encountered significant backlash over advertisements deemed offensive to Chinese cultural norms, leading to the withdrawal of products from e-commerce sites.
As Swatch navigates this challenging situation, the incident serves as a potent reminder of the potential repercussions that brands may face when misstepping in cultural sensitivities, particularly in a market as significant as China.
