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Swatch Apologizes for Controversial Ad in China
Swiss watchmaker Swatch has issued a formal apology and removed a global advertising campaign after it faced intense backlash in China. The ad featured an Asian man making a gesture by pulling at the corners of his eyes, which many criticized as a racist stereotype mocking Asian features.
The campaign, part of Swatch’s “Essentials” line, was quickly taken down worldwide following widespread criticism on social media. Swatch posted statements in both English and Chinese on Instagram and Weibo, acknowledging the offense and apologizing to its customers.
China represents nearly 27% of Swatch’s annual sales, making the controversy especially sensitive for the brand. Analysts note that the incident comes at a time when Swatch has been struggling to regain momentum in the Chinese luxury market.
“We deeply regret this oversight and will reinforce our review processes to ensure cultural sensitivity in all markets,” Swatch said in its statement.
Why It Matters
Global brands have increasingly faced scrutiny for cultural insensitivity in their marketing campaigns. Experts suggest that this incident highlights the importance of thorough cultural checks before launching international campaigns, especially in markets as influential as China.
Labels: Swatch, China, Business News, Cultural Sensitivity, Advertising, Global Brands
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