In an apparent sympathy with the cause of the Lesbian, Gay, Bisexual, and Transgender (LGBT) community, Swatch appears to be supporting the LGBT folks by using their colours in their themes.
This tends to send a powerful message that everyone should be treated equally and that everyone has a place in society.
It also shows that Swatch is a company that values diversity and inclusion.
However, in a related development, Malaysia recalled Swiss watch manufacturer Swatch's LGBT collection watches from the market.
LGBT-themed watches have started some controversy already.
French news agency AFP wrote that 11 Swatch stores, including shops in the capital Kuala Lumpur, were raided by security forces.
According to local reports, it was shared that 164 watches worth 14 thousand dollars in Swatch's "Pride collection" were confiscated.
The UK-based news agency Reuters also reported that the raids were carried out on 13-14 May.
"We strongly oppose the view that our collection of watches using rainbow colors and conveying a message of peace and love can be harmful," said Nick Hayek, CEO of Swatch. Sarah Kok, marketing manager of Swatch's Malaysia branch, stated that in line with the instructions given by the company's headquarters in Switzerland, the watches from the LGBT collection will be sent back to the stores.
AFP reported that the watches were confiscated based on the Printing and Publishing Law of 1984.
The law in question prohibits the sharing and reproduction of harmful or illegal content.
The LGBT movement, which advocates for the rights of lesbian, gay, bisexual, transgender, and intersex people, is represented by the rainbow flag.
The Swiss newspaper Tages-Anzeiger reported that the company stated that it would pursue legal action to recover the goods.
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