Swatch apologized for an ad campaign that offended consumers in China, featuring an Asian male model making a gesture perceived as derogatory. The offensive image drew significant criticism on social media, prompting influencers to voice their concerns. Swatch issued its apology via Instagram and Weibo, ensuring the removal of all related materials worldwide. The incident reflects a broader trend of cultural insensitivity in advertising and highlights the importance of the Chinese market for luxury brands, who risk significant backlash for missteps in advertising.
An advertisement featuring an Asian male model pulling his eyelids upward sparked outrage in China, being deemed derogatory and racist by critics on social media.
Swatch issued a public apology for the offensive ad, stating it would prioritize the matter and committed to removing all related materials globally.
The controversy recalls previous instances of cultural insensitivity in advertising, with luxury brands facing backlash in China for similar missteps.
China serves as a critical market for luxury brands, indicated by Swatch's swift response to consumer backlash to maintain its reputation.
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