Swiss watchmaker Swatch has apologized and pulled a global ad campaign after an image sparked outrage in China and beyond.
The ad for the Swatch Essentials collection showed an Asian male model pulling back the corners of his eyes — a gesture widely viewed as racist. The photo quickly drew criticism on Chinese social media, with major influencers leading the backlash.
On Instagram, the brand said:
“We sincerely apologize for any distress or misunderstanding this may have caused.”
It added that all related materials had been removed worldwide and promised to handle the matter with “the utmost importance.” Swatch also issued the apology in both Chinese and English on Weibo.
China is one of the most important markets for luxury brands. Past controversies there have proven costly — like in 2018, when Dolce & Gabbana faced boycotts over culturally offensive ads promoting a Shanghai runway show.
The apology comes at a tough time for Swiss watchmakers, who are struggling with new U.S. tariffs and a slowdown in major markets including the United States, Japan, and Hong Kong, according to industry data.
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