Swatch pulls advert after backlash and shares dip

The Swiss watchmaker Swatch has abruptly withdrawn a global advertising campaign after sparking fierce criticism in China. The campaign featured an Asian model pulling at the corners of his eyes—a gesture widely condemned for perpetuating racist stereotypes. Over the weekend, anger erupted across Chinese social media, with calls for a boycott of Swatch products gaining rapid momentum.

Swatch moved quickly to address the outcry, issuing an apology on Instagram and Weibo to acknowledge concerns about the portrayal. The company announced the immediate removal of all related campaign materials worldwide, expressing regret for any distress or misunderstanding the images had caused.

Shares in Swatch Group, the world’s largest watch conglomerate and owner of brands such as Omega, Longines, and Tissot, fell by two per cent to 135.70 Swiss francs in response to the incident. This stumble adds pressure at a time when Swatch faces broader challenges. The company is contending with a slowdown in the Chinese market, which accounts for approximately 27 per cent of its global sales and remains a vital region for luxury goods. Sales in China, Hong Kong, and Macau have been especially weak, dropping nineteen per cent over the past year. A new thirty-nine per cent tariff on Swiss exports to the United States has exacerbated these difficulties.

Swatch’s recent company figures underline the strain. The past twelve months have seen shares on the Swiss exchange decline by over twenty-five per cent. Last year, operating profit plunged seventy-five per cent to three hundred and four million Swiss francs, while overall sales dipped by more than twelve per cent. The situation mirrors broader trends in the luxury sector, where brands such as Burberry and Kering have seen post-pandemic demand soften amid global economic uncertainty.

Swatch Group has yet to issue further comment on the incident. The episode illustrates the reputational risks global brands face when international marketing strategies fail to consider cultural sensitivities. Investors will be watching closely to see how Swatch manages the fallout and adapts to ongoing market headwinds.