Home to Swatch, the iconic Swiss watchmaker, the country has officially apologized. This followed a fiasco involving an advertisement that ignited the anger of millions of consumers, particularly in China. The clock is from the Swatch Essentials collection. It included an Asian male model throwing up a “double entendre” that most people decidedly considered derogatory and racist. With the backlash from this incident, the company has been required to take rapid action, though it was in direct response to the public’s outrage.
The now infamous photo featured the model stretching the corners of his eyelids up and back with his hands. This gesture is known internationally as an offensive insult, which resulted in immediate outcry from every community. In response to this backlash, Swatch quickly pulled all related content from circulation around the globe.
Swiss public broadcaster SRF immediately fact-checked the claim. They showcased the ad’s effectiveness through polling which showed a dramatic shift in public perception. With fears deepening across the world, Swatch responded with a campaign on social media. After they were blocked, they shamefacedly apologized on social media channels such as Instagram and Weibo. In an unusual move the company issued its apology in Chinese, as well as English. This strategy sought to engage a broader community affected by the event.
“We sincerely apologize for any distress or misunderstanding this may have caused.” – Swatch
Swatch’s decision to issue a public apology reflects its acknowledgment of the issue’s seriousness and its commitment to fostering a respectful brand image. By recognizing the offensive nature of the gesture and addressing it directly, Swatch aims to mend relations with its consumers and demonstrate cultural sensitivity.
The advertisement’s fallout serves as a reminder of the importance of cultural awareness in marketing campaigns, especially in a globalized market where diverse audiences are exposed to a brand’s messaging. Swatch quickly took down the offending ad and apologized for it. This is a positive sign of their commitment to address consumer concerns and ensure that such an incident is never repeated again.
