Ocean Park watch debacle: A product misstep or branding inconsistency?

Last week, Ocean Park raised eyebrows for launching a panda-themed luxury watch with an alligator leather strap done in partnership with local brand Memorigin, with some questioning whether the park went against its core value - animal conservation.  

The watch, which costs over HK$30,000, was listed on the company website with a description stating: “a watch combining luxury and comfortability”.

The move has drawn mixed reactions online, with some questioning why the marketing team of the company approved the design in the first place, while some said the park’s insensitivity damaged its brand reputation, a check by MARKETING-INTERACTIVE saw on Instagram. 

Don't miss: Ocean Park apologises for insensitivity after uproar over alligator watch strap

Since the outcry, the company immediately removed the product from sale and apologised for its lack of sensitivity in launching an IP product that did not align with the core conservation values. “The product has not been purchased by any consumers and has been taken down for sale,” said the company spokesperson, adding that the park was in talks with its partners on the use of alternative materials for the strap. 

“We will definitely learn from this experience and conduct a comprehensive internal review, as well as review the designs, production and procurement guidelines of all our own and collaborative products,” it said. “We will enhance staff training and communication with licensed partners to ensure the park’s operation is in line with our core conservation values.” 

Meanwhile, Memorigin said that all alligator leather used in its timepieces is sourced exclusively from suppliers that comply with the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES). "We ensure that our alligator leather comes from legally operated farms that uphold strict conservation principles, contributing to the sustainable population growth of these protected species."

The incident came amid the rise in animal cruelty cases in Hong Kong in recent years. According to the Agriculture, Fisheries, and Conservation Department, the number of reported cases of suspected animal cruelty reached 336 by September 2024, marking a 28% increase compared to the year before. Animal welfare group activists have called for authorities to tighten animal cruelty laws by the end of 2025.

Animal welfare has also become an important factor in consumers’ purchasing decisions. According to a 2024 NSF study, 67% of respondents stated that animal wellness is either very or extremely important to purchasing decisions while 68% placed importance on companies demonstrating transparency and compliance in animal wellness throughout their global supply chains. 

Branding contradiction 

Despite the controversial watch being pulled from shelves, Jacopo Pesavento, CEO, Branding Records, told MARKETING-INTERACTIVE it’s not just a product misstep, but also a branding contradiction that makes people wonder whether this was a case of a simple oversight, or whether someone forgot to check the mission statement. 

“Pulling the product and issuing an apology was the right move, but the bigger opportunity lies in turning this moment into a brand-strengthening lesson. Ocean Park needs to show that this wasn’t just a one-off slip, but a wake-up call,” he said. 

That means tightening internal processes, reinforcing conservation commitments, and proving that this was a misstep, not a mixed message, he added. “Reputation is a long game —consistency wins, not just quick fixes. The real challenge isn’t fixing the mistake—it’s rebuilding credibility with an audience that now has questions," he said.

True enough, the crocodile leather watch strap directly contradicts Ocean Park's stated mission and has deeply resonated with Hong Kong locals, for whom the ethical implications of using such materials are paramount, said Vivien Jin, strategy director, Design Bridge and Partners.

"But the problem goes beyond just this one product. The public's reaction reveals a broader distrust in Ocean Park's marketing strategies. The use of KOLs/celebrities, while common practice, now feels disingenuous in light of this controversy. It's not just the watch; it's the perceived hypocrisy that casts a shadow over all its campaigns. This incident has eroded public trust, making people question the authenticity of everything Ocean Park promotes," she added.

Rebuilding that trust means being more authentic and transparent in all of Ocean Park's campaigns, not just this one, she said. "One thing quite immediate, is that it needs to rethink its approach to KOLs/celebrities and find ways to connect with the public on a more genuine level. It's a long road to recovery, and it requires a holistic change in its marketing strategy, not just a quick fix for this particular PR disaster."

On the PR front, David Ko, managing director, RFI Asia, said by acknowledging the mistake and outlining a plan that includes internal inspections, employee training, and a commitment to finding alternative materials, Ocean Park is signaling that it’s not just about damage control but also about long-term realignment with its core values.

"The apology alone isn’t enough—stakeholders, customers, and conservation advocates will be watching closely to see whether the promised internal reviews, training, and changes in the procurement process materialise into tangible improvements." He added:

Reputation rebuilding is a marathon, not a sprint.

The route to successful co-branding 

In fact, inconsistent branding could create confusion and damage the trust between consumers and the brand. According to PwC Customer Loyalty Executive Survey 2023, a consumer’s top reason for leaving a brand is typically related to experience, with 37% saying it’s because they had a bad experience with the product or service itself and that number is even higher among younger generations. 

Pesavento said the best partnerships reinforce what a brand stands for, not challenge it. “Ocean Park’s watch debacle proves that due diligence isn’t just a corporate checklist—it’s essential brand insurance. A little more scrutiny, a little less approximation, and this could have been a seamless brand extension instead of a case study in irony.” 

Brand values aren’t just marketing slogans—they’re the compass for every decision, he added. “Consumers today are sharper than ever, and if something feels off-brand, they’ll be the first to say it. Ocean Park’s conservation mission is still its greatest asset—but only if it treats it as more than just good PR."

Successful co-branding hinges on choosing partners whose values truly align with the brand, Design Bridge's Jin said. "It's not enough to simply like their products; you need to share their beliefs. Then, a robust execution plan must integrate ethical considerations into every step, from sourcing to promotion."

"Transparency is crucial: consumers should clearly see the shared values driving the collaboration. Even better, involve your audience in the process, soliciting input on designs and materials. This fosters trust and strengthens consumer connections. Ultimately, effective co-branding reinforces both brands' core values and resonates authentically, rather than just creating a product," she added.

True success lies in finding collaborations that genuinely benefit a brand's audience and society, not just the brand, Jin added. "This requires a shift in mindset, from simply using marketing tools to achieve specific goals, to considering the broader impact of your actions. Ask yourself: what positive change can this collaboration create? How can it contribute to something larger than just profit? When purpose drives the partnership, authenticity follows, and that's what resonates with today's discerning consumers."

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