Swatch, the famous Swiss watch brand, is in hot water after it released an ad featuring a model pulling the corners of his eyes, a gesture seen as mocking Asian features. The ad ignited a wave of backlash on Chinese social media, leading to increasing calls for a boycott of Swatch products. Critics expressed outrage, stating that the image perpetuates harmful stereotypes, prompting Swatch to issue a public apology.
“We sincerely apologize for any distress or misunderstanding this may have caused,” the company stated, adding that it has removed the ad from all platforms. However, many social media users are not satisfied, arguing that the brand is only concerned about its profits rather than genuinely addressing the issue.
Swatch generates a significant portion of its revenue—around 27%—from China, Hong Kong, and Macau, making this backlash particularly impactful for the company, especially during a time of declining sales in the region. Previous boycotts against brands like H&M and Nike show a trend where Chinese consumers unite against perceived cultural insensitivity or threats to national pride.
