Archive · 19 Aug 2025
Swatch Apologizes, Pulls Ad After Criticism in China
Swatch, a watch company, made an ad that some people in China thought was offensive.
The ad showed a model doing a pose that looked like a racist joke.
People online got angry and asked others to stop buying the watches.
Swatch said sorry and took the ad down everywhere.
They also mentioned that they understood why people were upset.
This is happening while Swatch is trying to sell its watches in China, where the company has been seeing sales go down recently.
Swatch, a Swiss watchmaker, apologized and withdrew an ad.
The ad featured an Asian model with a pose criticized as mimicking a racist gesture.
The backlash originated in China, with calls for a boycott on social media.
Swatch stated they understood the concerns and deleted promotional material globally.
The company is facing market challenges in China, with declining revenue.
- Who
- Swatch, a Swiss watchmaker.
- What
- Swatch apologized and removed an ad featuring an Asian model after criticism.
- When
- The apology and ad removal occurred recently.
- Where
- China and on social media.
- Why
- Due to backlash over an ad considered to use racist imagery.
Offended Parties
Swatch
Racism in Advertising
Offended Parties
The ad's pose mimicked a racist gesture towards Asians.
Swatch
The ad's intention was not to be offensive.
- Company
- Swatch
- Incident
- Ad featuring Asian model with criticized pose
- Action Taken
- Apology and ad removal
- Location
- China (backlash)
- Market
- China, Hong Kong, Macau
- Revenue Decline
- 14.6% in 2024
