8月15日，瑞士手表品牌Swatch（斯沃琪）因一张"眯眯眼"宣传图引发争议。 照片中，一位男模特摆出夸张的"眯眯眼"造型，这一形象被认为具有对东亚人的种族歧视意味。对此，不少中国消费者表示强烈抗议。 8月16日，Swatch发布致歉声明称，公司注意到近期对于Swatch ESSENTIALS系列图片中模特形象的关注。公司对此事高度重视，并已在第一时间在全球 范围内删除所有相关资料。对于由此造成的冒犯和困扰，深表歉意。 公开信息显示，斯沃琪集团是全球最大的钟表制造和分销集团之一，除了基础款Swatch，旗下手表还包括浪琴、天梭、欧米茄、宝玑等知名品牌。 斯沃琪集团在7月17日公布的2025上半财年报告显示，公司实现销售额30.59亿瑞士法郎，同比下滑了11.2%；净利润从1.47亿瑞士法郎大幅下滑88%至1700 万瑞士法郎；净利润率为0.6%，去年同期为4.3%。斯沃琪集团将销售额的下滑归因于中国市场拖累。 8月1日，特朗普发布行政令，从8月7日起，美国将对从瑞士进口的商品征收39%的关税。这一税率不仅高于其他大多数国家，也高于特朗普今年4月初宣 布对瑞士征收的31%的关税。 美国是瑞士最大的出口市场，瑞士 ...

每经编辑｜金冥羽 8月15日，瑞士手表品牌Swatch（斯沃琪）因一张"眯眯眼"宣传图引发争议。 照片中，一位男模特摆出夸张的"眯眯眼"造型，这一形象被认为具有对东亚人的种族歧视意味。对此，不少中国消费者表示强烈抗议。 8月16日，Swatch发布致歉声明称，公司注意到近期对于Swatch ESSENTIALS系列图片中模特形象的关注。公司对此事高度重视，并已在第一时间在全球 范围内删除所有相关资料。对于由此造成的冒犯和困扰，深表歉意。 公开信息显示，斯沃琪集团是全球最大的钟表制造和分销集团之一，除了基础款Swatch，旗下手表还包括浪琴、天梭、欧米茄、宝玑等知名品牌。 斯沃琪集团在7月17日公布的2025上半财年报告显示，公司实现销售额30.59亿瑞士法郎，同比下滑了11.2%；净利润从1.47亿瑞士法郎大幅下滑88%至1700 万瑞士法郎；净利润率为0.6%，去年同期为4.3%。斯沃琪集团将销售额的下滑归因于中国市场拖累。 | | | Change in % | | | --- | --- | --- | --- | | 1st half | 1st half | | Total at constant ...

Group 1 - Swatch brand's recent advertisement featuring a "squinty eyes" model has sparked controversy and discussions on social media platforms like Douyin and Weibo [1][3] - The advertisement has drawn attention to the historical context of "squinty eyes" as a derogatory term used against Chinese people, particularly in Western media [3] - Swatch's parent company, Swatch Group, reported a significant decline in sales and net profit for the first half of 2025, attributing the downturn to challenges in the Chinese market [3][4] Group 2 - The Chinese market has historically been a crucial contributor to Swatch Group's performance, with a net sales figure of 2.63 billion Swiss francs in 2023, accounting for 33.3% of the group's total sales [4] - Despite a projected 30% decline in sales for 2024, the Chinese market still represents 27% of the group's revenue [4] - Swatch Group's CEO highlighted potential opportunities arising from competitors like Seiko reducing their market presence in China, suggesting a possible recovery in the second half of the year [5]

Core Viewpoint - Swatch, a Swiss watch brand, faced backlash due to a controversial advertisement featuring a model with "slant-eyed" expression, perceived as racially insensitive towards East Asians, leading to strong protests from Chinese consumers [3][5]. Group 1: Incident Overview - The controversial advertisement included a model making an exaggerated "slant-eyed" expression, which many interpreted as a form of racial discrimination against East Asians [3]. - Swatch's official customer service acknowledged the issue and stated it would be escalated to relevant departments for further consideration [5]. - The "slant-eyed" gesture has historical roots in 19th-century Western racism and has been widely recognized as a discriminatory symbol against East Asians [5]. Group 2: Company Background and Financial Performance - Swatch Group is one of the largest watch manufacturing and distribution groups globally, owning brands such as Longines, Tissot, Omega, and Breguet, in addition to its basic Swatch line [6]. - In the first half of the year, Swatch reported a net sales figure of 3.06 billion Swiss francs, reflecting a year-on-year decline of 7.1% [6].

Core Viewpoint - The luxury watch market, particularly brands like Swatch, is experiencing significant challenges due to changing consumer preferences in China, shifting from status symbols to value investments [4][14][16]. Financial Performance - Swatch reported a sales revenue of 3.06 billion CHF in the first half of 2025, a decline of 11.2% compared to the previous year [4][5]. - Operating profit fell from 204 million CHF to 68 million CHF, with an operating margin of 2.2%, down from 5.9% [4][5]. - Net profit plummeted 88% to 17 million CHF, with a net margin of 0.6%, compared to 4.3% in the previous year [4][5]. Market Dynamics - The decline in sales is primarily attributed to the Chinese market, which saw a 30% drop in sales in 2024, despite accounting for 27% of total sales [6][8]. - The overall Swiss watch export value decreased by 0.1% in the first half of the year, with Asia experiencing a notable decline of 7.2%, largely driven by drops in mainland China and Hong Kong [8][9]. Consumer Behavior Shift - Chinese consumers are increasingly prioritizing value over status, leading to a decline in demand for luxury watches [14][16]. - The high-end watch market is facing pressure as the perception of luxury watches as "mobile assets" diminishes, with a focus shifting towards personal experience and emotional connection [16] . Competitive Landscape - The rise of smartwatches poses a significant threat to traditional watch brands like Swatch, with global shipments of wearable devices increasing by 10.5% in the first quarter of 2025 [19][20]. - Major players in the smartwatch market, such as Huawei and Xiaomi, are gaining market share, further challenging traditional luxury watch brands [21]. Strategic Responses - Swatch is attempting to leverage its luxury brand associations through collaborations with high-end brands like Omega and Blancpain to attract younger consumers [22]. - The company is also exploring technological enhancements, including AI-driven personalized watch designs, to remain competitive in the evolving market [22].