Swatch’s “Eye‑Rolling” Blunder Goes Viral
What Happened?
Swatch, the popular Swiss watch brand, recently pulled a set of ads for its Swatch Essentials collection after they sparked a firestorm on Chinese social media. The images in question showed an Asian male model tilting his eyes in a way that many viewers felt was reminiscent of old‑fashioned racist jokes.
How Swatch Responded
- Immediate removal – The company pulled the ads worldwide and shut down all related marketing material.
- Public apology on Instagram: “We sincerely apologise for any distress or misunderstanding this may have caused.”
- Commitment to act: “We treat this matter with the utmost importance and have immediately removed all related materials worldwide.”
Public Reaction
Consequently, the first hundred comments on Swatch’s Instagram post were overwhelmingly negative. Users accused the brand of a “racially insensitive” campaign and called for a boycott. The backlash highlighted how quickly a single visual misstep can ignite widespread outrage.
Bottom Line
While Swatch’s marketing blunder may seem like a small lapse, it served as a stark reminder that global brands must carefully examine their imagery and cultural implications. A slip-up can leave a lasting impression – and a hefty, viral backlash.
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The other ad is racist, too
Swatch Faces Controversy Over Racist Nursery Rhyme Ad
What’s the Fuss All About?
Swatch’s latest “Essentials” campaign seems to have hit a snag, thanks to an old nursery rhyme that’s no longer suitable for modern advertising.
The Problematic Line
- “Chinese, Japanese, dirty knees, look at these,” – a line that once echoed through classrooms but is now rightly seen as offensive.
- This rhyme was popular among children in the U.S. and beyond, as documented by Reader’s Digest and Wikipedia.
Why Swatch Might Need to Step Back
If the brand wants to stay in tune with today’s cultural sensitivities, it may have to pull not just one but two ads from the campaign.
What Swatch Could Do Instead
- Craft a fresh, inclusive tagline that celebrates diversity.
- Use humor, but keep it respectful.
- Emphasise the brand’s commitment to progress.
With a little effort, Swatch can still showcase its collections while showing that it respects the world’s cultures.
Swatch’s “Dirty Knees” Campaign Sparks Controversy in China
Swatch’s latest ad—part of its Essentials collection—has stirred a firestorm in China after critics linked it to the outdated “dirty knees” nursery rhyme. The image shows a playful, yet culturally insensitive, depiction that many viewers felt outright racist.
China’s Economy Looms Over Luxury Sales
Despite being one of Swatch Group’s largest markets, the brand faces a tough road. With China’s economy slowing, consumers are opting for more affordable timepieces, meaning luxury watch sales are slipping.
Recent Numbers Speak for Themselves
- July figures revealed an 11.2% drop in net sales over the first half of the year.
- Debt and competitive pressure are tightening margins across the sector.
Not the First Time on the Rainbow
Swatch isn’t the only foreign label to hit hot water in China over cultural missteps:
- Dolce & Gabbana (2018) – Videos showed a Chinese model fumbling with chopsticks on Italian cuisine, sparking outrage.
- Dior (2023) – A single ad featuring a model teasingly pulling at her eye caused backlash for its inappropriate gestures.
These incidents underscore a broader challenge: global luxury brands must navigate diverse cultural sensibilities to avoid stepping on sensitive toes.
