Swatch Apologizes and Pulls Controversial Ad After Backlash in China

Swiss watchmaker Swatch has issued an apology and withdrawn an advertisement after it sparked outrage among Chinese social media users.

The ad featured a model pulling the corners of his eyes — a gesture widely criticized for resembling the racist “slanted eye” stereotype historically used to mock Asians.

The image quickly went viral on Chinese platforms, prompting widespread calls for a boycott of Swatch products.

In response, the company released a statement on Saturday acknowledging the backlash.

“Swatch has taken note of the recent concerns regarding the portrayal of a model. We sincerely apologize for any distress or misunderstanding this may have caused. We treat this matter with the utmost importance and have immediately removed all related materials worldwide.”

Despite the apology, many Chinese netizens remained unconvinced. One Weibo user wrote,

“Swatch is only afraid for its profits. You can apologize, but I will not forgive.”

Another said, “They make money from us and still dare to discriminate against Chinese people. We would be spineless if we don’t boycott.”

Swatch generates around 27% of its revenue from China, Hong Kong, and Macau, though sales in China have been declining amid broader economic headwinds, according to Reuters. The group also owns luxury brands such as Omega, Longines, and Tissot.

This is not the first time Western brands have faced consumer backlash in China. In 2021, H&M, Nike, and Adidas were boycotted after raising concerns about alleged human rights abuses in Xinjiang.

In 2018, Dolce & Gabbana’s controversial ad depicting a Chinese model clumsily eating Italian food with chopsticks led to a massive boycott, product removals from e-commerce sites, and the cancellation of its Shanghai fashion show.