Swatch Takes Heat Over Controversial Ad Featuring 'Slanted Eyes' Motif

Swatch finds itself in hot water as a controversial advertisement sparks outrage among Chinese consumers, leading to calls for a boycott and a prompt corporate response.

Swatch, the renowned Swiss watchmaker, is facing intense backlash from Chinese consumers after a recent advertisement featured a model pulling the corners of his eyes. The image was swiftly condemned on Chinese social media platforms, with critics accusing the brand of promoting the racist stereotype of "slanted eyes" typically used to mock Asians. In the wake of the uproar, calls for a boycott of Swatch products gained momentum, prompting the company to issue an apology and withdraw the advertisement.

In a statement released on Saturday, Swatch acknowledged the concerns surrounding the advertisement, stating, "We sincerely apologize for any distress or misunderstanding this may have caused." It also mentioned that the company treats the matter with "the utmost importance" and has ceased all related materials globally. However, many critics remain unconvinced, accusing Swatch of only being concerned about its financial interests. One user on Weibo remarked, "You can apologize, but I will not forgive."

With approximately 27% of Swatch's revenue coming from China, Hong Kong, and Macau, the company is facing considerable stakes, especially against the backdrop of declining sales in China due to economic challenges. The backlash is reminiscent of previous consumer-driven boycotts in China against international brands that were perceived to have insulted local culture or threatened national interests. Instances include a 2021 boycott against H&M, Nike, and Adidas, and attempts to boycott Uniqlo last year over sourcing concerns regarding Xinjiang cotton.

In similar historical context, the Italian brand Dolce & Gabbana faced severe backlash back in 2018 for ads that many viewers felt perpetuated negative stereotypes about Chinese people.