Swatch withdraws 'slanted eye' ad, apologizes amid uproar in China

Swatch withdraws 'slanted eye' ad, apologizes amid uproar in China
18 Aug 2025

Swiss luxury watchmaker Swatch has been embroiled in a major controversy over an advertisement featuring a model pulling the corners of his eyes.

The image was perceived as racist by many Chinese social media users, leading to widespread outrage and calls for a boycott of Swatch products in China.

The gesture in the ad was widely condemned as offensive, with critics noting that the "slanted eye" stereotype has long been used to mock Asians, especially those of Mongoloid origins.

Swatch apologizes, removes ad
Apology issued

In light of the backlash, Swatch released a statement acknowledging the concerns over the model's portrayal.

The company said it "sincerely apologize[d] for any distress or misunderstanding this may have caused" and confirmed that it had removed all related advertising worldwide.

However, many critics were not satisfied with the apology, accusing the brand of being motivated only by financial concerns.

Influencers slam ad as 'racism toward Asians'
Online backlash

Influencer Mei Hua Long_MHL, who has 1.1 million followers on Weibo, blasted the advertisement as "racism toward Asians."

Another influencer, Nie Hua Xiong with 1.23 million followers, slammed the ad as an attempt to "disgust Asians and degrade Chinese" at a time "when the watch industry is going downhill."

Users also expressed their anger on RedNote.

Swatch's revenue dropped 14.6% in 2024
Financial impact

China, Hong Kong, and Macau account for nearly 27% of Swatch's total revenue. However, its sales in China have been declining amid the country's economic slowdown.

In 2024, revenue dropped 14.6% to 6.74 billion Swiss francs ($8.4 billion), due to weak demand in China amid "persistently difficult market conditions and weak demand for consumer goods overall."