Adweek reported Swatch yanked a “slanted eye” ad in China that received more than an eye roll response. Pulling back lashes prompted a backlash—including calls for a boycott. Looks like Swatch got clocked.
Swatch Pulls ‘Slanted Eye’ Ad in China Following Backlash
The Swiss watchmaker is now facing a boycott in one of its largest markets
By Rebecca Stewart
Swatch has removed an ad in China that showed an Asian model pulling the corners of his eyes following backlash online.
The image was published as part of a campaign that ran on social media platforms in the country, including Weibo, which has over 580 million users.
However, many commentators said the pose appeared to mimic the racist “slanted eye” gesture, historically used to mock Asian people.
On Saturday (16 August), Swatch apologized in a statement issued on Instagram and Weibo. The brand said it had “taken note of recent concerns regarding the portrayal of a model” and confirmed it had removed the images.
“We sincerely apologize for any distress or misunderstanding this may have caused,” the statement concluded.
Swatch, which also makes Omega, Longines, and Tissot watches, generates around 27% of its revenues in the China, Hong Kong, and Macau region. However, sales in the market fell 14.6% year-on-year in July as demand slumped in China.
Despite Swatch’s apology, some consumers are still calling for a boycott of its brands.
One Weibo user with more than 1 million followers accused the company of “racism against Chinese,” suggesting regulators should punish the brand.
On Instagram, another critic wrote in a comment: “That wasn’t a mistake, it was a deliberate display of supremacy and dominance over others, embedded in your marketing.”
In 2023, French luxury brand Dior faced a similar controversy after running an ad showing an Asian model pulling up the corner of her eye.
ADWEEK has reached out to Swatch for a further statement. At the time of writing, it had not replied.
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