Swatch Apologizes and Removes Controversial Ad After Backlash in China
"Slanted eye" gesture sparks outrage, raising concerns over racial sensitivity in global marketing
Swiss watchmaker Swatch has issued a public apology and taken down an advertisement that featured an Asian male model making a gesture widely recognized as a racial stereotype—pulling the corners of his eyes upwards to mimic “slanted” eyes.
The promotional image, part of the Swatch Essentials campaign, drew immediate criticism across Chinese social media platforms. Many users accused the brand of promoting racial insensitivity, likening the gesture to a mocking taunt that has historically been used to demean people of Asian descent.
In response, Swatch published a bilingual apology in both Chinese and English on its official Weibo and Instagram accounts over the weekend.
“We sincerely apologize for any distress or misunderstanding this may have caused,” the company stated. “We have removed all related campaign materials globally.”
Swatch Group—also the parent company of major luxury brands like Omega, Tissot, and Longines—relies heavily on the Chinese market. In 2024, around 27% of its global revenue came from China, Hong Kong, and Macau. However, the company reported a 14.6% drop in annual revenue, totaling 6.74 billion Swiss francs ($8.4 billion), citing weak demand for consumer goods in China and ongoing market challenges.
The controversy serves as a stark reminder for global brands about the importance of cultural awareness and sensitivity, particularly in regions where they maintain a strong customer base. As Swatch navigates the fallout, repairing trust with its Chinese audience will be critical to its brand reputation and business performance.