Swatch Apologizes for “Slanted Eyes” Ad in China
- Swiss watchmaker Swatch swiftly removed a global advertising campaign and issued an apology after it sparked widespread outrage,notably in China.
- The advertisement, part of Swatch's promotion for the Essentials collection, depicted a model pulling at the corners of their eyes.
- Faced with mounting pressure, Swatch quickly removed the advertisement worldwide and issued a formal apology.
swatch Apologizes for ‘Slanted Eyes’ Ad After Global Backlash
Table of Contents
Published August 18,2025
The Controversy Unfolds
Swiss watchmaker Swatch swiftly removed a global advertising campaign and issued an apology after it sparked widespread outrage,notably in China. The ad featured a model appearing to mimic the shape of “slanted eyes,” a gesture widely considered offensive and racially insensitive. The backlash began on Chinese social media platforms and quickly spread internationally, prompting calls for a boycott of the brand.
The Ad and the Reaction
The advertisement, part of Swatch’s promotion for the Essentials collection, depicted a model pulling at the corners of their eyes. Critics instantly pointed out the resemblance to a racist gesture used to mock people of Asian descent. The response on Chinese social media was immediate and fierce,with users expressing anger and disappointment. The hashtag #boycottSwatch quickly gained traction, and many called for the brand to be held accountable for it’s insensitivity. Reports indicate the outcry extended beyond China, with similar criticism emerging in other parts of the world.
Swatch’s Response
Faced with mounting pressure, Swatch quickly removed the advertisement worldwide and issued a formal apology. The company acknowledged the offense caused by the imagery and stated that it did not intend to cause any harm or disrespect. While the specific wording of the apology varied slightly across diffrent platforms, the core message remained consistent: Swatch deeply regretted the situation and was committed to learning from the experience. The apology was reported by The Journal, Swissinfo.ch,South China Morning Post, Sky News,and BreakingNews.ie.
The Broader Implications
This incident serves as a stark reminder of the increasing importance of cultural sensitivity in global marketing.Brands operating in international markets must be acutely aware of the potential for misinterpretation and offense. The speed and reach of social media amplify these risks, making it crucial for companies to proactively address potential issues before they escalate into full-blown crises.This situation also underscores the growing influence of Chinese consumers and their willingness to hold brands accountable for perceived cultural insensitivity.