Swatch Apologizes for ‘Slanted Eye’ Advertisement After Online Backlash in China

Published Time: 08-18-2025, 22:40

Swiss watchmaker Swatch has issued a formal apology and withdrawn an advertisement after facing widespread backlash in China. The campaign featured an Asian male model making a “slanted eye” gesture, which was criticized as a racist stereotype.

The company, known globally for its colorful and affordable watches, faced mounting criticism on social media platforms after the ad appeared online. In response, Swatch confirmed the campaign had been removed worldwide and said it regretted any offense caused.

The Controversial Campaign

The advertisement, part of Swatch’s Essentials Collection, included promotional images of an Asian model pulling the corners of his eyes upwards and backwards. The pose closely resembles gestures historically used as racial taunts toward people of Asian descent.

Chinese internet users quickly condemned the ad, describing it as offensive and insensitive. Commenters on Weibo, China’s largest social media platform, accused the brand of perpetuating harmful stereotypes.

Swatch Issues a Public Apology

In a statement posted Saturday on its official Weibo account, Swatch acknowledged the criticism and confirmed that all related images had been removed worldwide.

“We sincerely apologise for any distress or misunderstanding this may have caused,” the company said in its bilingual message, published in both Chinese and English. The same apology was later shared on Instagram.

Swatch added that it had “taken note of the recent concerns” and emphasized its decision to withdraw the images globally, not just in China.

Silence on Further Inquiries

While the apology was made public, Swatch Group did not immediately respond to requests for additional comment from Reuters regarding the incident.

The company, which also manufactures luxury watch brands such as Omega, Longines, and Tissot, has significant financial exposure in the Chinese market. Roughly 27% of Swatch Group’s global sales in 2024 came from China, Hong Kong, and Macau.

China’s Importance to Swatch

The backlash comes at a time when Swatch has already been struggling with declining sales in the region. According to the company’s financial reports, revenue dropped 14.6% last year to 6.74 billion Swiss francs ($8.4 billion).

Swatch attributed the decline largely to “persistently difficult market conditions and weak demand for consumer goods overall” in China. The company has been working to adapt to shifting consumer behavior in one of its most crucial markets.

Online Reactions and Wider Context

This is not the first time an international brand has faced criticism in China over cultural sensitivity. In recent years, several global fashion and luxury companies have been accused of using imagery or messaging that Chinese consumers viewed as offensive or out of touch.

Social media users on Weibo compared Swatch’s advertisement to past controversies, calling for greater awareness and cultural understanding from multinational companies operating in China. Some urged foreign brands to “learn more about local sensitivities” before launching campaigns.

The Broader Impact on Global Brands

Industry analysts note that mistakes in culturally sensitive markets like China can have long-lasting reputational and financial effects. For Swatch, which relies heavily on Chinese consumers, rebuilding trust will be critical as the company navigates an already challenging retail environment.

The apology and removal of the ad may limit further escalation, but experts say brands must go beyond reactive measures. “Companies need to integrate cultural awareness into their marketing strategies to avoid repeated missteps,” said one industry consultant in Shanghai.

Looking Ahead

Swatch has not indicated whether further internal measures will be taken in response to the controversy. However, the incident highlights the growing pressure on global brands to ensure diversity and sensitivity in advertising campaigns.

As online communities continue to scrutinize corporate messaging, missteps can quickly spread across borders, forcing multinational companies to act swiftly. For Swatch, the latest controversy adds to its financial challenges in a market it cannot afford to lose.