Swiss watchmaker Swatch has drawn fierce criticism from Chinese consumers over its promotional campaign for its Essentials collection, with many accusing the brand of racial insensitivity.
The controversy erupted on Friday (August 15) when Chinese netizens spotted an image on Swatch’s website featuring an Asian model making a slanted-eye gesture—a pose widely condemned as perpetuating offensive stereotypes about Asian communities.
The image quickly sparked outrage on social media, where users pointed out that slanted-eye depictions have historically been used in Western cultures to mock and demean Asians.
Following inquiries from mainland media, Swatch acknowledged the concerns, stating it "takes the issue seriously" and had escalated the matter to relevant departments.
By Saturday night, the company issued a public apology on its official channels, saying, “We sincerely apologize for any distress or misunderstanding this may have caused.” The contentious image was subsequently removed from Swatch’s global platforms.
The apology post gained significant traction, amassing over 9 million views on Weibo by Sunday afternoon.
The backlash comes at a delicate time for Swatch, which saw a 30 percent decline in revenue last year. China remains its most crucial market, accounting for 27 percent of global sales.
