Swatch Apologizes for Racist Ads Depicting Asian Model with ‘Slanted Eye’ Pose, Pulls Campaign Globally

International watch manufacturer Swatch has issued an apology and withdrawn advertisements featuring an Asian male model depicting a “slanted eye” pose, sparking widespread criticism online in China.

The controversial images promoting the Swatch Essentials collection were perceived as mocking racially charged stereotypes about Asian eyes. In response, Swatch issued an apology on its Weibo and Instagram platforms, stating that it acknowledges concerns raised and has removed all related content globally.

“We sincerely apologize for any distress or misunderstanding this may have caused,” the statement read.

Swatch Group declined to comment further when contacted by Reuters. Known for producing brands such as Omega, Longines, and Tissot, Swatch has a significant reliance on China’s market, with approximately 27% of its annual sales generated from the China, Hong Kong, and Macau region in 2024.

Last year, Swatch reported a 14.6% decline in revenue to CHF 6.74 billion ($8.4 billion), attributed largely to decreased demand in China, where the company acknowledged ongoing challenging market conditions and weak consumer goods demand overall.