Cut, paste, apologise: Swatch and the global epidemic of tone-deaf branding
Another brand finds itself the centre of controversy after launching a campaign that has irritated, upset, and infuriated its intended audience. In this case, an entire nation. But not just any nation – China!
“We sincerely apologise for any distress or misunderstanding this may have caused,” has become the staple cut and paste statement issued to the media by brands finding themselves in the media spotlight for the wrong reasons and facing a reputation crisis. And Swatch is no exception.
What has Swatch done?
The watchmaker, which also owns Tissot and Omega watches, has seen significant backlash over a promotional campaign in China that was perceived as politically and culturally insensitive. Because it was.
It featured a model “pulling the corners of his eyes, after the image prompted uproar among Chinese social media users,” according to the BBC.
Why do brands keep getting caught out?
The prevalence of such brand disasters feels to me that planners creating their PR and advertising fail to consider that all-important factor of ‘perception’ when developing their campaigns:
- How might this be interpreted?
- Could it cause offence or upset?
- Are we sure we are not opening ourselves up to something that might bite us?
- Do we come across as a bunch of tone-deaf eejits?
This is especially the case when operating in international markets. Swatch’s misstep shows how even seemingly minor design choices can trigger significant reputation backlash if they touch on sensitive geopolitical issues.
Can Swatch rebuild its reputation in China?
Swatch issued a statement as highlighted above and was quick to issue a public apology and withdraw the product in a bid to contain the crisis. But that, in my view, does not shift the perception it has created of itself as being culturally illiterate, insensitive, and disrespectful by default.
This incident will not help the brand’s presence in the Chinese market. Sales fell almost 15% from 8.4 bn Swiss francs to 6.7 bn between 2023 and 2024 largely due to “persistently difficult market conditions and weak demand for consumer goods overall [in China]”, research by Reuters has found.
It will be hard to see how Swatch can regain customer respect and revenue any time soon. Rebuilding trust requires sustained engagement and localised campaigns that reaffirm the brand’s respect for Chinese culture and policies.
This will not be an isolated post. I know I will be repeating it in some form or other in the coming days when another brand shows itself as being either unwilling or simply incapable of ‘thinking’ before giving the green light to a campaign.
The Swatch example is a cautionary tale for global brands: reputation management must include robust cultural vetting processes for all public-facing content.
Need direction with your reputation communications? Get in touch via paul@clearlypr.co.uk or 07453 755057.
