Swiss watchmaker Swatch has been forced into a grovelling public apology after an advert for its Essentials collection sparked accusations of racism. The controversial promotional image, which featured an Asian male model pulling the corners of his eyes upward and backwards, was widely condemned on social media, especially in China, where it even prompted calls for a boycott.
Many condemned the as image offensive, prompting the company to swiftly remove all related materials worldwide. Swatch issued statements on Instagram and the Chinese platform Weibo, acknowledging the “recent concerns regarding the portrayal of a model” in the advert. The company apologised, describing any distress or misunderstanding caused as sincerely regrettable, and pledged to treat the matter with “the utmost importance.”
Despite the apology, discontent persisted online. Some Chinese social media users accused the brand of deliberate discrimination and racism and urged consumers to boycott Swatch and its associated brands, which include Blancpain, Longines, and Tissot.
One Weibo user, who has a following of more than one million, criticised the company’s actions and suggested it should face regulatory consequences.
Others warned that the company’s image had suffered irreparable damage, with online commentators asserting that a simple apology would be insufficient to salvage public trust.
Swatch is not the first Western luxury brand to face accusations of racially insensitive marketing in China. In 2018, Italian fashion house Dolce & Gabbana drew widespread criticism after promotional videos showed a Chinese model struggling to eat Italian food with chopsticks.
Similarly, in 2023, French luxury brand Dior faced backlash over an advert depicting a model pulling up the corners of her eyes.
These incidents highlight the ongoing sensitivities surrounding cultural representation in advertising and the potential consequences for companies that misstep.
The timing of Swatch’s controversy is particularly challenging for the company.
China represents a major market for Swiss watchmakers, but the sector has been under pressure due to slowing economic growth and changing consumer preferences.
In July, Swatch Group reported an 11.2% drop in net sales for the first half of the year, attributing the slump entirely to weaker demand in China.
New tariffs in the United States and declining sales in other key markets, including Japan and Hong Kong, compound the situation, putting additional strain on Swiss watch exporters.
As Western luxury brands continue to navigate China’s complex consumer landscape, the Swatch episode serves as a stark reminder of the reputational risks of culturally insensitive advertising.
For Swatch, the focus now is likely on damage control and regaining trust in one of its most important markets, while the advert itself remains removed from circulation worldwide.