Report Swatch's 'Slanted Eye' Ad Sparks Outrage in China

[webfact]

Picture courtesy of Reuters

 

Swiss watch giant Swatch faces backlash in China over controversial ad. The company swiftly removes the offending content and issues a public apology.

 

The ad campaign for Swatch's Essentials collection featured an Asian male model making a "slanted eye" gesture, provoking widespread criticism on Chinese social media.

 

The images were slammed for appearing to mimic racial stereotypes, sparking online fury and numerous calls for accountability from the brand.

 

Swatch responded by sharing an apology in both Chinese and English on Weibo, as well as Instagram, acknowledging the concerns and promising to remove the material globally.

 

"We sincerely apologise for any distress or misunderstanding this may have caused," the company's statement read. Despite enquiries, Swatch Group has yet to provide additional comments.

 

With Swatch's significant revenue dependency on China, Hong Kong, and Macau—27% of its sales last year—this controversy could spell financial repercussions, reported Reuters.

 

The group's revenue plummeted by 14.6% to 6.74 billion Swiss francs in 2024, largely due to the ongoing economic challenges in China and diminished demand for consumer goods.

 

  Adapted by ASEAN Now from CNN 2025-08-21

 

 

[Airalee]

 

 

[Tug]

Good for them to recognize their mistake and try to make amends.

[JonnyF]

They're on a slippery slope criticizing this ad,  the Chinese often make fun of other races/nations 😃.