Swatch issues apology in China over ad showing ‘slanted eye’ pose

Anabelle Colaco
20 Aug 2025, 20:43 GMT+10

Swiss watchmaker Swatch has apologised and withdrawn a global advertising campaign after images featuring an Asian male model making a “slanted eye” gesture sparked outrage on Chinese social media
The ads, promoting the Swatch Essentials collection, were widely condemned online, with users saying the imagery echoed racist stereotypes about Asian eyes
China is a crucial market for the group, accounting for roughly 27 percent of sales last year across mainland China, Hong Kong, and Macau

SHANGHAI, China: Swiss watchmaker Swatch has apologised and withdrawn a global advertising campaign after images featuring an Asian male model making a "slanted eye" gesture sparked outrage on Chinese social media.

The ads, promoting the Swatch Essentials collection, were widely condemned online, with users saying the imagery echoed racist stereotypes about Asian eyes.

In a statement posted in both Chinese and English on Weibo, Swatch said it had "taken note of the recent concerns" and removed all related materials worldwide. "We sincerely apologise for any distress or misunderstanding this may have caused," the company wrote, posting the same message on Instagram.

Swatch Group, which also owns Omega, Longines, and Tissot, did not immediately respond to Reuters' request for additional comment.

China is a crucial market for the group, accounting for roughly 27 percent of sales last year across mainland China, Hong Kong, and Macau. Swatch has struggled with weaker demand in the region, reporting a 14.6 percent drop in annual revenue to 6.74 billion Swiss francs (US$8.4 billion) in 2024. The company cited "persistently difficult market conditions and weak demand for consumer goods overall" in China as a key drag on results.Top of Form

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