Swatch Apologizes for 'Slanted Eyes' Ad Amid China Backlash
Swatch issued a sincere apology and removed an ad featuring a model pulling his eyes after facing significant backlash in China, a crucial market for the brand.
Overview
Swatch issued an apology and removed an advertisement featuring a model pulling the corners of his eyes, following significant public backlash in China.
The controversial "slanted eyes" portrayal caused widespread distress and misunderstanding among Chinese consumers, prompting the company to acknowledge concerns.
Swatch's sincere apologies aimed to address the uproar and cultural insensitivity perceived in the ad, emphasizing their regret for the incident.
The incident highlights China's critical importance to Swatch, as the region, including Hong Kong and Macau, accounts for approximately 27% of its global revenue.
This situation underscores the necessity for international brands to maintain cultural awareness in their marketing strategies to avoid alienating key markets and consumers.
Analysis
Center-leaning sources cover the Swatch ad controversy with a neutral, factual approach. They report the incident, the company's apology, and the public's reaction without injecting editorial bias. The coverage provides necessary context, such as Swatch's financial ties to China and historical examples of similar consumer boycotts, presenting a balanced overview of the situation.
Sources (3)
FAQ
Swatch faced backlash in China because an advertisement featured a model pulling the corners of his eyes, which was perceived as a racist 'slanted eye' gesture causing widespread distress among Chinese consumers.
The Chinese market, including Hong Kong and Macau, is crucial to Swatch, accounting for approximately 27% of the group's global sales.
In the first half of 2025, Swatch's net sales fell by 7.1% year-on-year to CHF 3.06 billion, with a significant drop in the Greater China region where wholesale sales declined by over 30%, and the market share in China decreased from 33% to 24% in 18 months.
Swatch issued a sincere apology and promptly removed the controversial advertisement featuring the 'slanted eye' gesture to address the cultural insensitivity and public backlash in China.
Following the ad controversy, Swatch's shares dropped by 2.7% in early trading, adding to an overall decline of more than 50% since early 2023, reflecting challenges from both the controversy and difficult market conditions especially in China.
History
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