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Watchmaker Swatch apologises for 'slanted eye' ad after online backlash in China
Swatch apologized and removed ads after backlash over offensive imagery, with 27% of its 2024 sales from the China, Hong Kong, and Macau region, officials said.
- On August 18, 2025, Swiss watchmaker Swatch apologised and pulled ads featuring an Asian male model making a 'slanted eye' pose widely perceived as racist in China.
- The controversy arose amid growing backlash on Chinese social media, where users called for boycotts and accused Swatch of cultural disrespect and racial insensitivity.
- Swatch removed all related materials worldwide, cancelled its Shanghai fashion show, and issued an apology on Weibo and Instagram acknowledging concerns over the model's portrayal.
- In 2024, Swatch's revenue declined by nearly 15%, reaching 6.74 billion Swiss francs , with almost 27% of its sales generated in China, Hong Kong, and Macau amid sluggish demand and an economic downturn.
- The incident highlights ongoing challenges for Swatch in China where consumer boycotts over perceived cultural offenses contribute to declining sales and tough market conditions.
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Swatch apologizes for ‘slanted eye’ ad after China backlash | Honolulu Star-Advertiser
Swiss watchmaker Swatch issued an apology at the weekend and pulled ads featuring images of an Asian male model pulling the corners of his eyes up and backwards in a “slanted eye” pose.
·Honolulu, United States
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Swatch's Apology Over Controversial Ad Campaign
Swatch's Apology Over Controversial Ad Campaign Swiss watchmaker Swatch issued an apology on Monday following backlash over an offensive advertising campaign that sparked outrage among consumers in China and beyond. The campaign featured an Asian male model making a gesture considered derogatory and racist, as reported by Swiss public broadcaster SRF.Swatch responded to the controversy on Instagram, stating, 'we sincerely apologise for any distr…
·India
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R 20%
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