Executive Summary:
Swiss watchmaker Swatch has apologized and withdrawn a global advertisement campaign featuring an Asian model pulling his eyes into a “slanted” shape after it sparked widespread accusations of racism in China. The company removed all related materials worldwide following intense social media backlash and boycott calls, though the apology failed to quell consumer anger in a crucial market.
Who:
The controversy centers on Swatch Group (owner of Omega, Longines, and Tissot) and Chinese social media users. The advertisement featured an unidentified Asian male model performing the contentious gesture. Critics included prominent influencers, cultural commentators, and ordinary consumers across Chinese platforms like Weibo.
What:
Swatch released an ad for its “Essentials” collection showing a model pulling his eyelids sideways to create “slanted eyes” – a pose immediately condemned as evoking historical racist caricatures of Asians. After the image went viral, Swatch issued bilingual apologies (Chinese/English) acknowledging the “distress or misunderstanding caused,” removed all campaign materials globally, and emphasized treating the matter with “utmost importance.”
When:
The ad launched in mid-August 2025, igniting backlash over the weekend of August 17-18. Swatch’s apology came on Saturday, August 17, with international news coverage peaking on Monday, August 18. The swift escalation mirrors China’s pattern of rapid consumer activism against perceived cultural offenses.
Where:
The backlash erupted primarily in China, where the ad circulated widely on Weibo and Douyin. Though the campaign was global, Swatch’s significant market exposure in China (27% of group revenue) amplified the impact. Physical protests occurred outside Swatch stores in Beijing and Shanghai, while online anger spread across Asian diasporas.
Why:
The gesture directly references the “slanted eye” trope used historically in Western media to mock Asian features. Chinese consumers interpreted it as perpetuating dehumanizing stereotypes despite Swatch’s intent to showcase diversity. The timing exacerbated sensitivities amid ongoing debates about Western brands profiting from Asian markets while ignoring cultural contexts.
How:
The crisis unfolded through viral social media amplification:
1. Users shared the ad with hashtags like #SwatchRacism and #BoycottSwatch
2. Calls grew for regulatory intervention from China’s State Administration for Market Regulation
3. Swatch responded within 48 hours with apologies on Weibo and Instagram
4. Critics dismissed the apology as profit-driven, noting Swatch’s declining China sales
Impact:
Immediate repercussions include:
– Potential revenue loss in Swatch’s largest regional market (China/Hong Kong/Macau)
– Erosion of brand reputation among Gen Z consumers valuing cultural sensitivity
– Broader implications for luxury brands advertising in Asia
Historical parallels exist with boycotts against Dolce & Gabbana (2018) and H&M (2021), which saw lasting market share declines in China after similar controversies.
What’s Next:
Swatch faces critical recovery steps:
1. Implementing mandatory cultural training for global marketing teams
2. Potential collaborations with Asian artists/designers to rebuild trust
3. Close monitoring of Q3 China sales data for boycott impacts
The incident underscores rising consumer power in holding global brands accountable for cultural insensitivity, likely accelerating pre-vetting of ad content in multinational firms.