Background on Swatch and its Relevance
Swatch, a renowned Swiss watch manufacturer, has recently faced controversy after withdrawing an advertisement from its social media platforms following accusations of racism and calls for boycotts in Chinese social media.
The Incident and Swatch’s Response
Swatch apologized and removed an advertisement featuring a model stretching their eyes after being accused of racism and facing boycott demands on Chinese social media platforms like Weibo.
In a statement posted on Instagram and Weibo on Saturday, Swatch acknowledged “recent concerns about the representation of a model” in their advertising and announced its decision to withdraw the ad.
“We sincerely apologize for any discomfort or misunderstanding this may have caused,” the company said.
Despite Swatch’s apology, many internet users remained dissatisfied and continued to call for boycotts of the Swatch Group brands, including Blancpain, Longines, and Tissot.
A Weibo user with over a million followers accused the group of “racism against Chinese people” and demanded punishment. Other users urged consumers to boycott the company.
Context and Impact on Swatch
China is a significant market for the Swatch Group, and the watch industry has experienced a decline in demand in China.
In July, the group reported an 11.2% drop in net sales during the first half of the year, attributed to low consumption in China, Hong Kong, Macao, and Southeast Asian markets heavily dependent on Chinese tourism.
Swatch is not the first foreign brand to be accused of racism in China. In 2018, Dolce & Gabbana faced heavy criticism for promo videos showing a Chinese model struggling to use chopsticks while eating Italian food. In 2023, Dior sparked controversy with an ad featuring a model also stretching their eyes.
Key Questions and Answers
- What was the controversy? Swatch withdrew an advertisement accused of racism after facing backlash on Chinese social media platforms.
- Which brands are part of the Swatch Group? The Swatch Group includes Blancpain, Longines, and Tissot.
- Why is China an important market for Swatch? China is a significant market for the Swatch Group, and the watch industry has experienced a decline in demand there.
- What previous incidents involved foreign brands and racism accusations in China? Dolce & Gabbana faced criticism in 2018 for a promo video perceived as mocking Chinese people, and Dior sparked controversy in 2023 with an ad featuring a model stretching their eyes.
