Swatch Apologizes After Racist 'Slanted Eye' Ad Draws Criticism in China

Ad Pulled After Outcry

Swatch, a Swiss watchmaker, has issued an apology and taken down an advertisement that was accused of racism in China. The campaign, released earlier this month, showed an Asian male model tugging at the corners of his eyes while wearing a bright orange watch from the brand’s ESSENTIALS collection.

The pose, long associated with mocking Asian features, angered viewers when screenshots spread across Chinese social media.

Many users called the image offensive and urged boycotts not only of Swatch, but of its luxury sister brands, including Omega, Tissot, Longines, and Harry Winston.

Apology Met With Skepticism

On Saturday, 16 August, Swatch posted statements on Instagram and Weibo saying it had “taken note of recent concerns” and removed the material worldwide. The company added that it “sincerely apologized for any distress or misunderstanding.”

But the wording did little to ease tensions. Critics said calling the matter a “misunderstanding” downplayed the issue and showed the brand was more concerned about protecting profits than addressing cultural insensitivity.

China’s Importance to Swatch

The controversy comes at a difficult moment for the Swiss group. China, Hong Kong, and Macau made up nearly 27 percent of its sales in 2024, but the company has struggled in the market amid weaker consumer demand.

In the first half of 2025, Swatch reported a 7.1 percent loss in sales, which it attributed only to the Chinese market. Net profit fell sharply — down 88 percent year-on-year — raising pressure on the brand to rebuild consumer trust.

Boycott Culture and Past Incidents

The backlash against Swatch highlights a broader trend in China. Consumers there have organized boycotts in response to brands they believe insult Chinese culture or ignore national concerns.

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In 2018, Dolce & Gabbana saw its Shanghai fashion show cancelled after critics slammed an ad portraying a Chinese model using chopsticks clumsily. In 2021, H&M, Nike, and Adidas faced boycotts after raising concerns over cotton sourced from Xinjiang. More recently, Japanese retailer Uniqlo came under fire for comments about its supply chains.

Cultural Sensitivity Under Scrutiny

Analysts say the gesture in Swatch’s ad carried more than surface-level offense. The “slanted eye” image has a long history of caricaturing Asians in Western media and science, reinforcing stereotypes of inferiority. For many Chinese consumers, the campaign revived that history.

The episode highlights the risks for global brands that misjudge cultural awareness in key markets. As domestic Chinese luxury labels grow stronger, analysts warn that Western companies may not recover as easily from repeated mistakes.

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Swiss watch giant Swatch has been forced to pull an advert and issue an apology after a promotional image was accused of racism and triggered furious calls for a boycott in China. Social media users in China branded the image offensive and demanded action against the brand. Find the full story at DailyMail #news #fashion #advertising #asia

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