Estimated reading time: 4 minutes
Key Takeaways
- Swatch’s ad featuring an Asian model pulling eye corners triggered accusations of racism and led to its swift removal.
- The incident highlights ongoing sensitivities around racial stereotypes in advertising within China’s lucrative market.
- Corporate apologies are common but may not prevent calls for stricter accountability or boycotts.
- Brands must prioritize cultural awareness and sensitivity to protect reputation and consumer trust in global markets.
Table of Contents
Broader Implications for Advertising and Brands
Introduction
Swatch has come under intense scrutiny after releasing an ad featuring an Asian model pulling the corners of his eyes—a gesture widely condemned as a racist slur against Asians. The campaign, part of Swatch’s ESSENTIALS Collection rollout in China, ignited a social media firestorm that forced the Swiss watchmaker to swiftly withdraw the image and issue a public apology[1][2].
What Sparked the Backlash?
The ad was distributed on popular Chinese social networks including Weibo, which boasts over 580 million users. The image recalled a historically offensive gesture used to mock Asian facial features, known colloquially as the “slanted eye” pose. This triggered a wave of online criticism accusing Swatch of perpetuating harmful stereotypes and racism[1][2].
Swatch’s Response and Apology
Swatch acknowledged the issue, stating that it had “taken note of recent concerns regarding the portrayal of a model” and had immediately removed all related materials worldwide. In its bilingual apology posted on both Instagram and Weibo, Swatch expressed regret for any distress or misunderstanding caused by the campaign[1][2].
Why This Matters
Swatch generates roughly 27% of its revenues from the Greater China region, making the backlash a significant risk to its business in a key market. This incident follows a trend of luxury brands facing cultural missteps in Asia: for example, French brand Dior confronted a similar scandal in 2023 when it released an ad showing an Asian model making a similar gesture[1].
Broader Implications for Advertising and Brands
This controversy underscores the importance of cultural awareness and sensitivity in global marketing, especially in diverse and rapidly evolving markets like China. What may be intended as edgy or memorable imagery can swiftly backfire if it evokes historical prejudices or stereotypes. Brands operating across cultures must ensure their campaigns are carefully vetted to avoid misunderstandings that can damage reputation and sales.
What’s Next?
Swatch has yet to provide further comment beyond the apology. However, the incident is likely to prompt a deeper review of advertising practices within Swatch and other luxury conglomerates as they navigate the delicate balance between creativity and cultural respect.
FAQ
Why did Swatch face backlash for the ad?
The ad featured an Asian model pulling his eye corners in a gesture widely condemned as racist, triggering criticism for perpetuating harmful stereotypes.
How did Swatch respond?
Swatch issued a public apology, acknowledged the concerns, and immediately removed all related campaign materials worldwide.
What is the significance of this incident?
It highlights the importance of cultural sensitivity in global marketing, especially in markets like China where racial stereotypes remain sensitive issues.