Swiss watchmaker Swatch has apologised and withdrawn advertisements featuring an Asian male model making a “slanted eye” gesture after the campaign drew sharp criticism in China.
The promotional images for the Swatch Essentials collection were condemned online for resembling racist taunts directed at Asians. In response, the company issued an apology in both Chinese and English on its Weibo and Instagram accounts, saying: “We sincerely apologise for any distress or misunderstanding this may have caused.” Swatch confirmed that all related materials had been removed globally.
Swatch Group, which owns brands such as Omega, Longines, and Tissot, generates about 27 per cent of its revenue from China, Hong Kong, and Macau. The company recorded a 14.6 per cent revenue decline in 2024, falling to 6.74 billion Swiss francs ($8.4 billion), citing weak demand and challenging market conditions in the region.
