Swatch's advertisement, featuring a model imitating a racist gesture, received significant backlash. Critics condemned the portrayal as offensive and reflective of supremacist attitudes. Calls for boycotts emerged, alongside demands for accountability regarding those who approved the content. Even after Swatch issued an apology, many viewed it as insufficient, perceiving it to dismiss legitimate outrage by labeling the event a mere "misunderstanding." Observers noted a lack of sensitivity in the decision-making process, underscoring the need for better judgment in marketing campaigns, especially in 2025.
The ad in question features a model pulling at the sides of his eyes, mimicking a racist gesture used to discriminate against Asian people. Soon, a rush of backlash flooded in, with critics calling it "disgusting" and "a deliberate display of supremacy", amidst calls to "fire the people that approved and developed that racist ad."
In a subsequent Instagram post, Swatch wrote, "We sincerely apologise for any distress or misunderstanding this may have caused," and despite redacting the ad, critics weren't buying the apology.
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