Swatch官方为“眯眯眼模特”致歉！集团近4年在中国营收超880亿元

Core Viewpoint - The article discusses the recent controversy surrounding Swatch's marketing campaign, which has led to significant backlash from Chinese consumers and a subsequent apology from the company. The situation is compounded by declining sales and potential impacts from U.S. tariffs on Swiss imports. Group 1: Company Response and Controversy - Swatch issued an apology on August 16, acknowledging the backlash regarding the model's portrayal in their ESSENTIALS series and has removed all related materials globally [3] - The controversy has sparked strong protests from Chinese consumers, highlighting issues of racial sensitivity in marketing [1] Group 2: Financial Performance - Swatch Group reported a sales decline of 11.2% year-on-year for the first half of 2025, with net sales at 3.059 billion Swiss francs [7][8] - The company's net profit plummeted 88% to 17 million Swiss francs, with a net profit margin of 0.6%, down from 4.3% in the previous year [7][8] - The Chinese market, which is Swatch's largest regional market, generated 2.63 billion Swiss francs in 2023, accounting for 33.3% of total sales, but saw a 30% decline in 2024 [8] Group 3: Market Conditions and Tariffs - The U.S. is Switzerland's largest export market, with 19% of Swiss exports going to the U.S. The Swiss watch industry exported 26 billion Swiss francs worth of watches in 2024, with the U.S. accounting for 16.8% of this total [12] - The recent increase in tariffs to 39% on Swiss imports by the U.S. could severely impact Swiss brands, including Swatch, which derives 18% of its sales from the U.S. market [11][14] - Analysts warn that sustained high tariffs could be devastating for many Swiss brands, as the company has already raised prices by 5% in response to earlier tariff announcements [14]