Swatch has apologised and withdrawn an advertisement featuring an Asian model pulling the corners of his eyes, after the image sparked accusations of racism and calls for a boycott on Chinese social media.
The Swiss watchmaker faced heavy criticism over the “slanted eye” gesture, with many internet users denouncing it as racist. In a statement on Instagram and Weibo, Swatch said it had removed the promotional material worldwide and expressed regret for any distress caused.
However, the apology failed to satisfy many online commentators, who continued to demand a boycott of Swatch Group brands, including Blancpain, Longines and Tissot. One influential Weibo user accused the company of racism against Chinese people and suggested regulators should take action.
China is a major market for Swatch Group, but the company has seen sales struggle amid an economic slowdown. In July, it reported an 11.2% drop in net sales for the first half of the year, which it attributed to sluggish demand in China.
Swatch is not alone in facing such accusations. In 2018, Dolce & Gabbana was criticised for a video showing a Chinese model eating Italian food with chopsticks awkwardly, and in 2023, Dior caused outrage with an advert featuring a model pulling the corner of her eye.
