Apology After Accusations of Racism
Swiss watchmaker Swatch has issued an apology and removed an advertisement after it sparked accusations of racial insensitivity in China. The advert featured an Asian male model pulling the corners of his eyes, which many online users criticized as offensive.
Social Media Outcry and Calls for Boycott
On platforms like Instagram and Chinese site Weibo, users condemned the “slanted eye” gesture as racist. Despite Swatch’s public apology, many continued to call for a boycott of Swatch Group brands, including Blancpain, Longines, and Tissot. A popular Weibo influencer accused the company of “racism against Chinese” and demanded regulatory action.
Corporate Response
Swatch stated on social media that it had removed the advert globally and apologised “for any distress or misunderstanding” caused by the image. However, public reactions indicated that many consumers found the response insufficient, arguing that the company’s reputation had suffered significant damage.
China’s Market Importance
China is a key market for Swatch Group, yet the luxury brand has faced challenges amid slower economic growth and a shift toward more affordable options. The company reported an 11.2% drop in net sales in the first half of the year, attributing the decline exclusively to weak demand in China.
Pattern of Controversies Among Western Brands
Swatch is not alone in facing criticism over racially insensitive advertising in China. In 2018, Dolce & Gabbana faced backlash for videos showing a Chinese model struggling with Italian food, while Dior sparked outrage in 2023 with an ad depicting a model pulling the corners of her eyes.
