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Advertising consequences: swatch withdraws spot:
Advertising should provoke, stand out and, in the best case, go viral. Furthermore, But what happens when a campaign crosses borders? However, The Swiss watch manufacturer Swatch recently had to withdraw a global advertising campaign – the accusation: racist representation. Moreover, The consequences are serious, especially in the important Chinese market, says Pascal Lago from the SRF economic editorial team.
Pascal Lago
Economic editor
What was the trigger for criticism of Swatch advertising? – Advertising consequences: swatch withdraws spot
The campaign for the new Swatch collection showed an Asian man who pulls his eyes with his fingers. In China, this was interpreted as a racist mockery of Asian eyes.
How did Swatch react to the allegations? – Advertising consequences: swatch withdraws spot
Swatch withdrew the global campaign and published excuses – both on Chinese social media and international. advertising consequences: swatch withdraws spot Nevertheless, the image damage is already noticeable: influencers call up to the boycott.
Were there economic consequences?
Yes. On the Swiss stock exchange. Swatch was one of the largest losers of the day with a loss of over three percent. The company hits the incident in an already difficult moment.
Why is the timing for Swatch particularly unfavorable?
Swatch is currently heavily affected by the developments in two markets: China and advertising consequences: swatch withdraws spot the USA. In China, the economy weakens, the demand for luxury watches falls. At the same time. new US tariffs of 39 percent make it difficult for the market entrance in America-a market that are relating to Swatch because of the China weakness.
How does Swatch express itself to the creation of the campaign?
At a short -term request from SRF, Swatch only replied with a new apology. Further questions – for example for internal control or possible personnel consequences – remained unanswered.
Is Swatch an isolated case?
No. Again and again companies are criticized with their advertising. American Eagle recently caused outrage because the “good genes” of a blond woman were praised in an advertisement. And Balenciaga provoked with children in BDSM-inspired outfits in 2022-the accusation: alluding to child pornography.
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