Swatch apologises and pulls ad after backlash in China

Swatch confirmed that the advert has been removed from all platforms worldwide.

The ad sparked an immediate reaction on the Chinese microblogging platform Weibo, where users accused the brand of racial insensitivity. Many rejected the company’s apology, saying it appeared motivated by financial concerns rather than genuine remorse.

Swatch generates approximately 27 percent of its global revenue from mainland China, Hong Kong and Macau. The brand operates dozens of retail outlets across China and is heavily dependent on consumer demand in the region.

According to the BBC, several Weibo users said the brand was only reacting out of fear of losing Chinese customers. “They don’t care about racism, they care about their profits,” read one post with thousands of likes.

News agency Reuters reported that attempts to reach Swatch Group, the parent company of Swatch, for further comment were unsuccessful. The group also owns luxury brands such as Omega, Longines and Tissot.

Swatch has already faced weaker sales in China this year amid declining demand for consumer goods. The current controversy comes as international brands face increased scrutiny from Chinese consumers over perceived cultural insensitivity.

Earlier this summer, US clothing brand American Eagle faced a similar backlash after releasing an ad featuring actress Sydney Sweeney. A pun used in the campaign was interpreted by critics as promoting white supremacy. The ad prompted widespread debate in the United States, where former President Donald Trump publicly supported Sweeney on social media.

HT