China Backlash Forces Swatch to Apologise for Ad

Swiss watchmaker Swatch has issued a public apology after facing widespread backlash in China over an advertisement featuring an Asian male model pulling the corners of his eyes into a “slanted eye” pose.

The campaign, promoting the Swatch Essentials collection, drew immediate criticism on Chinese social media, with many users accusing the company of promoting imagery that mimicked long-standing racist stereotypes about Asian eyes.

In response, Swatch removed all campaign materials globally and posted apologies in both Chinese and English on its official Weibo and Instagram accounts.

The company expressed regret for any “distress or misunderstanding” caused by the images, though it has not yet provided further comment beyond its official statement.

The controversy comes at a sensitive time for Swatch, which relies heavily on China, Hong Kong, and Macau for revenue, accounting for 27% of its global sales last year.

Already facing declining demand in China, where overall consumer spending has weakened, Swatch reported a 14.6% drop in sales in 2024 to 6.74 billion Swiss francs ($8.4 billion).

The backlash adds further pressure to the watchmaker and its well-known brands, including Omega, Longines, and Tissot, as it struggles to maintain its market share in Asia’s critical luxury sector.