Swatch Faces Backlash Over "Eye-Pulling" Ad Accused of Mocking Asians, Issues Apology

Some Call for Swatch to Withdraw from the Chinese Market
Similar Controversies Have Arisen with Other Brands Such as Dior

Swiss watch brand Swatch has sparked controversy after releasing an advertisement in which a model poses by pulling her eyes sideways. As criticism mounted, Swatch responded by deleting the advertisement and issuing an apology. On August 16, Swatch stated through its official social media accounts, "We are aware of concerns regarding the Essential Collection image," and added, "We take this matter very seriously and have immediately removed the related advertising images worldwide." The company went on to say, "We sincerely apologize for any discomfort or misunderstanding this may have caused."

Swiss watch brand Swatch has sparked controversy after releasing an advertisement featuring a model making an eye-slanting pose. Swatch

In the controversial advertisement image, a male model makes an exaggerated gesture that appears to pull his eyes sideways. This gesture is widely recognized as a racist act that mocks Asians. Previously, in April 2023, French luxury brand Dior also faced backlash after releasing an advertisement in which an Asian female model was made to pose in a similar way.

The Swatch image in question was posted on Swatch's official Chinese website, immediately prompting negative reactions from Chinese consumers who described it as "offensive." The incident quickly escalated, with calls for a boycott emerging in China, and some even arguing that Swatch should withdraw from the Chinese market. As the controversy grew, Swatch deleted the advertisement image and issued a formal apology. One Chinese netizen commented, "When brands like Swatch or Dior release such advertisements, it shows how little they think of Asians. The fact that this keeps happening and people still buy from them is why they remain so shameless. We should never purchase from such brands again."

Meanwhile, there is a growing call within China for multinational brands to pay greater attention to cultural sensitivities. The People's Daily emphasized, "Western prejudices should not define the image of the Chinese people," and added, "Malicious slander must be strictly avoided and firmly resisted."