> “The brand’s image has collapsed. (Swatch) thinks they can just apologise and salvage everything? It’s not that simple,” another user wrote.
And
> China is one of Swatch Group’s biggest markets …
What the hell was Swatch thinking with this ad? In what possible way would it work out in their favour?
just another shitstorm nobody cares about except some twitter bots and definitely nobody cares in a week
Ahh Swiss commercials, always 20 years late.
Creatives that recreate new with the very old without changing a “winning formula”
Bit like American Eagle jeans ad. Both they and Sweeney will survive. Also, release the Epstein files, stop distracting us
It seems many racists in comment section. It’s an insulting gesture to Asians, not limited to Chinese. I hope some whites know it.
I wonder how they thought this was a good idea? I would have thought they would be using a Chinese ad agency with approval from the Swatch office in China? That is pretty incredible.
On a positive note, they didn’t white out the model’s (very handsome) face.
7 comments
Lol.
Like literally, the amount of stuff that has to go wrong for a company like Swatch to greenlight an ad like that….
The Guardian has the same story with a pic of the advert included: https://www.theguardian.com/world/2025/aug/18/swatch-slanted-eye-ad-backlash-china
Seriously.
> “The brand’s image has collapsed. (Swatch) thinks they can just apologise and salvage everything? It’s not that simple,” another user wrote.
And
> China is one of Swatch Group’s biggest markets …
What the hell was Swatch thinking with this ad? In what possible way would it work out in their favour?
just another shitstorm nobody cares about except some twitter bots and definitely nobody cares in a week
Ahh Swiss commercials, always 20 years late.
Creatives that recreate new with the very old without changing a “winning formula”
Bit like American Eagle jeans ad. Both they and Sweeney will survive. Also, release the Epstein files, stop distracting us
It seems many racists in comment section. It’s an insulting gesture to Asians, not limited to Chinese. I hope some whites know it.
I wonder how they thought this was a good idea? I would have thought they would be using a Chinese ad agency with approval from the Swatch office in China? That is pretty incredible.
On a positive note, they didn’t white out the model’s (very handsome) face.
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