Swiss watchmaker Swatch apologises and pulls “slanted eye” ad campaign after backlash in China

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On August 18, 2025, Swiss watch brand Swatch publicly apologised and immediately withdrew a controversial advertisement that featured an Asian male model gesturing by pulling back the corners of his eyes—widely seen as a racist “slanted eye” stereotype. The ad, part of the Swatch Essentials collection, sparked intense criticism across Chinese social media platforms.

Viewers denounced it as tone-deaf and offensive, accusing the brand of invoking a derogatory racial caricature. In response, Swatch posted a bilingual apology in both Chinese and English across its official Weibo and Instagram accounts, stating, “We sincerely apologise for any distress or misunderstanding this may have caused.”

The company confirmed that it had removed the ad globally.

This misstep comes at a precarious time for Swatch. In 2024, the company reported a 14.6% drop in revenue, landing at CHF 6.74 billion (approximately US $8.4 billion), largely due to weakened consumer demand in China, Hong Kong, and Macau—regions that accounted for around 27% of Swatch Group’s sales. The incident adds to a growing pattern of Western luxury and fashion brands facing backlash in China over culturally insensitive marketing—echoing past controversies involving Dior, Dolce & Gabbana, and others.

Some Chinese consumers were not placated by the apology. On Instagram, one user remarked, “I can’t believe such a large watch company could make such a careless mistake. This cannot be forgiven.” Another pointed out that the gesture offended all Asians—not just Chinese—and called for accountability.

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Swatch’s rapid response may limit long-term damage, but the incident underscores the critical importance of cultural sensitivity in global branding—particularly when operating in diverse and deeply interconnected markets.