Apology issued by Swatch for disturbing the Asian market with an advertisement featuring a watch design resembling slanted eyes.
Swatch Apology Over Offensive Ad Falls Short for Chinese Consumers
Swiss watchmaker Swatch has found itself in hot water after releasing an advertisement for its ESSENTIALS collection, featuring an Asian model pulling the corners of his eyes - a gesture widely recognized as a racist slur mocking Asian features. The controversial ad has sparked immediate and intense backlash on Chinese social media platforms, with users criticizing the image as offensive and racist, accusing Swatch of perpetuating harmful stereotypes like the "slanted eye" trope.
The incident is particularly significant because China is a critical market for Swatch and its parent group, which owns several other luxury brands. This is not the first time global brands have faced challenges in China due to cultural insensitivity. Previous backlash has been directed at Nike, Adidas, H&M, Uniqlo, and Dolce & Gabbana for various issues related to perceived disrespect or racism.
Swatch swiftly removed the ad worldwide and issued a formal apology on August 18, 2025, through posts on both Instagram and Weibo. The apology acknowledged the concerns and expressed regret for any distress caused, stating the company treats the issue with "utmost importance." However, many users found the apology insufficient and evasive, feeling it downplayed the offense by calling it a "misunderstanding." Questions were raised about how the ad passed Swatch’s internal review process.
The controversy has damaged Swatch’s reputation in China, causing a spike in negative sentiment, with social media discussions increasing globally and highlighting consumer anger and disappointment. The company’s future response beyond the apology will be crucial to restoring trust with Chinese consumers and the broader market.
In response to the controversy, Swatch users on social media are calling for a boycott of other watch brands owned by Swatch Group, including Omega, Longines, Breguet, and Tissot. The decline in sales, exclusively attributable to China, has further imperiled the company’s already-declining sales in the region.
Users on social media have rejected Swatch's apology, expressing their dissatisfaction with the company's actions. One user wrote, "You purposely use an Asian doing the slanted eye pose for your latest collection and calling it misunderstanding? I mean if only I was born yesterday." Another user indicated they didn't buy the apology, stating, "Swatch should not bring discrimination against Asians into its product posters, as it will only cause the company to lose more Asian customers and bring no benefit, and that this cannot be forgiven."
Despite the controversy, Swatch has not yet responded to Fox News Digital's request for comment. Meanwhile, ViacomCBS may be adding another streaming service to include Paramount movies, Nickelodeon, and MTV.
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