Chinese social media users have called for boycotts of Swatch, as well as its related companies, after seeing the online campaign
Swiss watchmaker and jewelry manufacturer Swatch has pulled its latest ad campaign after receiving backlash on Chinese social media for being racially insensitive.
The ad featured an Asian male model pulling the temples of his face to create a "slanted eye" gesture while wearing one of the brand's watches.
According to Reuters, BBC and other outlets, internet users later expressed how offensive the campaign was and called it racist, leading potential Chinese consumers to boycott Swatch. Per The Guardian, users also called for protests of related companies under the Swatch Group, which includes Harry Winston, Tissot, Omega and more.
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Reuters reported that Swatch "relied on China, Hong Kong and Macau for around 27% of group sales last year," though has seen a decline in China since 2024 because of "difficult market conditions and weak demand for consumer goods overall" in the region.
Following the backlash of the ad, Swatch released a statement Instagram on Saturday, Aug. 16, issuing an apology to its followers and stating that the campaign was pulled after assessing the backlash it received online.
"We have taken note of the recent concerns regarding the portrayal of a model in images for the Swatch ESSENTIALS Collection," the company wrote. "We treat this matter with the utmost importance and have immediately removed all related materials worldwide. We sincerely apologize for any distress or misunderstanding this may have caused."
Per Reuters, "Swatch declined to comment beyond its statement."
Users in the comments section of the post felt that the apology was insulting and lacked a level of accountability, while some wondered how the ad received approval from Swatch's marketing team to run worldwide.
"Calling this a 'misunderstanding' is just a way to deflect responsibility. It shifts the blame onto those who reacted, implying they’re 'too sensitive,' rather than acknowledging the real issue," one commenter explained.
That person continued, "This gesture has a documented history of racial mockery, and pairing it with an Asian face only reinforces harmful stereotypes. Swatch is known for creativity and bold design — but this campaign ties the brand to something far less admirable."
Another user added, "Misunderstanding? 😂 Asians may be quiet, but that doesn’t give anyone the right to dismiss or downplay the discrimination."
While the company has removed the controversial ad, additional campaign imagery from its Essentials Collection launch — which also features an Asian woman — remain on Swatch's official Instagram page.