Finance
Watchmaker Swatch apologises for 'slanted eye' ad after online backlash in China
Published by Global Banking and Finance Review
Posted on August 18, 2025
2 min readLast updated: January 22, 2026
Global Banking and Finance Review
Company
Published by Global Banking and Finance Review
Posted on August 18, 2025
2 min readLast updated: January 22, 2026
Swatch apologized for a controversial ad featuring a 'slanted eye' pose, which sparked backlash in China. The company removed the ad and posted apologies on social media.
SHANGHAI (Reuters) -Swiss watchmaker Swatch has issued an apology and pulled ads featuring images of an Asian male model pulling the corners of his eyes up and backwards in a "slanted eye" pose.
The images for the Swatch Essentials collection were widely condemned online in China, where many comments said they appeared to mimic racist taunts about Asian eyes.
In an apology posted in both Chinese and English on its official account on the Weibo social media platform Saturday, Swatch said that it has "taken note of the recent concerns" and removed all related materials worldwide.
"We sincerely apologise for any distress or misunderstanding this may have caused," the statement said. It also posted the same apology on Instagram.
Swatch Group did not immediately respond to a Reuters request for further comment.
Swatch, which also makes Omega, Longines and Tissot watches, is heavily exposed to China for revenue, with around 27% of the group's sales last year coming from the China, Hong Kong and Macau region.
Revenue for the watchmaker last year slumped 14.6% to 6.74 billion Swiss francs ($8.4 billion) in 2024, hit by a downturn in demand in China, where Swatch said it was seeing "persistently difficult market conditions and weak demand for consumer goods overall".
($1 = 0.8065 Swiss francs)
(Reporting by Casey Hall; Editing by Edwina Gibbs)
An advertisement is a public promotion of a product or service designed to attract customers and generate sales. Advertisements can appear in various formats, including print, digital, and broadcast media.
Consumer perception refers to the way individuals interpret and make sense of information about products or brands. It influences their purchasing decisions and overall attitudes towards a brand.
A public apology is a formal statement made by an individual or organization to express regret for an action that has caused harm or offense to others. It aims to acknowledge wrongdoing and restore trust.
Financial impact refers to the effect that an event or decision has on an organization's financial performance, including revenue, expenses, and overall profitability.
A brand's reputation is the perception that consumers and the public have about a brand based on their experiences, interactions, and the brand's actions. It can significantly influence customer loyalty and sales.
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