Swiss watchmaker Swatch has issued a public apology and withdrawn an advertisement after facing heavy criticism in China, where the campaign was accused of perpetuating racist stereotypes.
The ad, which featured a model pulling the corners of his eyes, quickly went viral on Chinese social media platforms, with critics arguing the gesture resembled the offensive “slanted eye” caricature historically used to mock Asians.
Outrage online was swift, with many users on Weibo – China’s equivalent of Twitter – calling for a boycott of Swatch products. “They make money from us and still dare to discriminate against Chinese people. We would be spineless if we don’t boycott it out of China,” one user wrote. Another commented, “You can apologise, but I will not forgive.”
In response, Swatch released a statement on Saturday acknowledging the controversy. “We have taken note of the recent concerns regarding the portrayal of a model. We sincerely apologize for any distress or misunderstanding this may have caused,” the company said. “We treat this matter with the utmost importance and have immediately removed all related materials worldwide.”
Despite the swift apology and removal of the advertisement, the reaction in China suggests the incident has done lasting reputational damage. Some critics dismissed the statement as insincere, accusing the company of being motivated primarily by concerns over revenue.
China, Hong Kong and Macau together account for roughly 27% of Swatch Group’s global sales, though the company has faced declining demand in the Chinese market amid an economic slowdown, according to Reuters. Swatch also owns several other well-known brands, including Omega, Longines and Tissot.
The controversy highlights the sensitivity of global companies operating in China, where consumers have repeatedly mobilised boycotts in response to perceived cultural slights or political disputes. In 2018, Italian fashion house Dolce & Gabbana faced fierce backlash over an ad showing a Chinese model struggling to eat Italian food with chopsticks. The campaign was widely condemned as racist, leading to cancelled events and the removal of its products from Chinese e-commerce sites.
More recently, in 2021, brands including H&M, Nike and Adidas were targeted after expressing concerns about alleged human rights abuses in Xinjiang province. Japanese clothing retailer Uniqlo also faced calls for a boycott last year after it said it did not source cotton from Xinjiang.
With the latest controversy, Swatch now finds itself navigating similar challenges, as global companies continue to learn the risks of cultural missteps in China’s vast and influential consumer market.
