Swatch Faces Boycott After Offensive Ad; Apologizes to Chinese Consumers

Tue Oct 14 2025 22:35:21 GMT+0300 (Eastern European Summer Time)

Swatch's controversial ad depicting 'slanted eyes' sparks backlash in China, leading to immediate deletion and public apology.

In response to outrage and calls for a boycott from Chinese consumers, Swatch has retracted an offensive advertisement that evoked racial stereotypes, asserting its commitment to respect cultural sensitivities.

Swatch, the renowned Swiss watchmaker, has found itself at the center of a significant controversy after an advertisement featuring a model mimicking the gesture of pulling his eyes into a slanted shape drew ire from Chinese social media users. Critics noted that this pose echoed a historically racist stereotype used to ridicule Asians, triggering a wave of backlash.

As the image rapidly spread across platforms, the outcry prompted a strong call from consumers for a boycott of Swatch products. The watchmaker issued a concise statement acknowledging the uproar, expressing regret for any offense or misunderstanding: "We treat this matter with the utmost importance and have immediately removed all related materials worldwide."

Despite the company's swift apology, many critics voiced their dissatisfaction online. A user on Weibo highlighted the sentiment by stating, "You can apologize, but I will not forgive." Another commenter vehemently remarked on the hypocrisy of Swatch profiting from Chinese markets while perpetuating negative stereotypes, urging for a collective boycott.

China, Hong Kong, and Macau contribute approximately 27% to Swatch's income, a crucial market for the brand, which also owns prestigious names like Omega, Longines, and Tissot. However, sales in China have witnessed a decline, influenced by an overarching economic slowdown.

This incident is part of a broader trend in which Chinese consumers have mobilized against brands perceived to disrespect their cultural values or national integrity. Previous boycotts have targeted major global fashion entities such as H&M, Nike, and Adidas due to their stances on human rights issues related to Xinjiang province. Uniqlo also faced backlash over its sourcing practices, while Dolce & Gabbana experienced fallout for a poorly received ad that portrayed Chinese women in a stereotypical light.

As Swatch navigates this public relations crisis, the intensity of the backlash serves as a reminder of the cautious line global brands must tread in culturally diverse markets.