Swatch Apologizes and Withdraws ‘Racist’ Ad Amid China Backlash

BREAKING: Swiss watchmaker Swatch has swiftly pulled and apologized for a controversial advertisement after it was met with intense backlash in China. The ad, which featured an Asian male model pulling at the corners of his eyes, was widely condemned online as a racist depiction, triggering a wave of outrage among social media users.

Just hours ago, Swatch announced on Saturday via Instagram and the Chinese platform Weibo that it had scrapped the campaign globally. The company issued a statement saying, “We sincerely apologize for any distress or misunderstanding this may have caused.” However, this concession has done little to quell the anger, with many users continuing to demand that shoppers boycott all Swatch Group brands, which include Blancpain, Longines, and Tissot.

One prominent Weibo influencer, boasting over a million followers, accused Swatch of “racism against Chinese” and called for regulatory action against the brand. The sentiment was echoed across the platform, with users expressing their disdain. One user remarked, “The brand’s image has collapsed. (Swatch) thinks they can just apologize and salvage everything? It’s not that simple.” Another questioned the appropriateness of the model’s portrayal, stating, “Are you out of your damn mind? Don’t you know how much Blancpain, Omega, and Longines rely on sales from East Asia?”

The fallout has already impacted Swatch’s stock, with shares dropping as much as 2.7% in early trading on Monday. This incident comes at a precarious time for Swatch, as China is one of its largest markets. The company has struggled with declining demand, reporting a 14.6% drop in revenue to 6.74 billion Swiss francs (approximately €7.2 billion) in 2024 due to “persistently difficult market conditions.”

Earlier this year, Swatch faced another controversy when the Malaysian government seized several of its watches, claiming they incorporated LGBTQ elements. A court later ruled that the confiscated goods should be returned, highlighting the brand’s ongoing struggles with public perception.

As the situation develops, consumers and commentators alike are closely monitoring Swatch’s next steps. The company is under pressure not only to address this immediate backlash but also to restore its reputation in a crucial market. What happens next could define Swatch’s standing in Asia and beyond. Stay tuned for updates on this urgent situation.