Swatch issues apology for controversy-stirring advertisement featuring 'slanted-eye' design, facing criticism in China online.
In the world of luxury watches, Swiss watchmaker Swatch has found itself embroiled in a controversy over an ad featuring an Asian male model with a "slanted eye" pose. The ad, which was widely criticised in China, has led to the removal of the ad globally and a public apology from Swatch on both Instagram and Chinese social media platform Weibo.
The apology, posted in both Chinese and English, expresses regret for any distress or misunderstanding caused. Swatch Group, which also owns brands like Longines and Tissot, has taken note of the concerns regarding the portrayal of the model.
The incident has triggered significant negative reactions among Chinese consumers, with some calling for a boycott of Swatch and its related brands. Critics accused the company of racism and deliberate discrimination against Chinese people, and some demanded regulatory action against Swatch.
The controversy comes at a time when Swatch Group is already experiencing challenges in the Chinese market. The region, which includes China, Hong Kong, and Macau, accounts for about 27% of the company's revenues. Sales in this region dropped about 14.6% year-on-year in July, largely due to weakened demand in China. The controversy may exacerbate this existing decline, as indicated by online backlash and boycotts.
Swatch Group's revenue last year slumped 14.6% to 6.74 billion Swiss francs ($8.4 billion). The company did not respond to a Reuters request for further comment.
This episode reflects ongoing sensitivity in China toward perceived racist imagery in advertising, similar to past incidents involving luxury brands like Dior and Dolce & Gabbana. The negative social media exposure and reputational damage in a key market region could have long-lasting effects on Swatch's brand image and sales.
| Aspect | Details | |------------------------|-----------------------------------------------------------------------------------------| | Swatch Group reaction | Removed the ad worldwide and issued an apology on Instagram and Weibo | | Public reaction | Backlash with accusations of racism, calls for boycotts, and regulatory criticism | | Sales impact in China | Sales already down 14.6% YoY in July 2025; controversy risks further damaging brand image and sales | | Exposure | Negative social media exposure and reputational damage in a key market region |
- The controversy over Swatch's ad has extended beyond the luxury watch industry, drawing criticism not just from social media users worldwide but also from entertainment circles in China.
- In light of the social media backlash and negative consequences on the Chinese market, Swatch Group may face increased scrutiny from entertainment influencers, impacting their brand image and potential sales.
