Swatch Apologizes for Controversial Ad in China
On Saturday, Swatch, a Swiss watch company, created a stir with an advertisement featuring a model who used his fingers to pull back his eyes. Despite the model being Asian, many Chinese social media users found the ad offensive.
The company addressed the situation via a post on Instagram and Weibo, stating, “We have been noted recently regarding the depiction of models in images in the Swatch Essentials collection.” They also mentioned, “We handled this issue to the fullest extent and quickly deleted all relevant material from around the world. We sincerely apologize for the pain and misunderstandings that this may have caused.”
The advertisement drew criticism in China after prominent social media accounts highlighted it last week. Even after the apology and removal of the ads, some commentators called for a boycott. One user succinctly stated on Weibo, “I can apologize, but I won’t forgive you.” Another added, “They make money from us and still dare to discriminate against the Chinese. We wouldn’t hurt if we boycott that from China.”
There was also frustration regarding the phrase “misunderstanding.” A user questioned, “Do you use an Asian who intentionally poses with sloping eyes for your latest collection and calls it a misunderstanding?” The backlash continued with one commentator demanding, “You really need to fire everyone on the marketing team.”
Sales in China have seen a decline, as the economy has not been performing well recently. Despite this, the markets in China, Hong Kong, and Macau have represented about 27% of Swatch’s sales over the past few years, although they’ve dropped 11% in the first half of 2025 due to weakened demand.
China’s state-run Global Times remarked on Tuesday, highlighting that such examples overlook “Cultural Perceptions of Chinese Consumers.” They contended that while Swatch acted quickly by deleting the image and issuing an apology, the language in their statements revealed a lack of cultural understanding, labeling the model’s gestures as a “modern reenactment of colonial discourse.” The commentary suggested that Swatch, like other Western brands, might underestimate the sophistication of Chinese consumers.
The Global Times warned Western companies about the delicate nature of cultural dignity in China, stating, “The cultural dignity of the Chinese people should not be provoked, and the prosperity of the consumer market must be built for mutual respect.” The incident serves as a reminder for brands aiming to engage with the Chinese market. It’s crucial to approach cultural representations thoughtfully to avoid backlash.
