Swatch Faces Backlash in China Over ‘Slanted Eyes’ Ad: What Went Wrong and What It Means for Global Brands

Swatch’s ‘Slanted Eyes’ Ad Sparks Outrage in China

Swiss watchmaker Swatch has found itself at the center of a major controversy after releasing an advertisement in China that many consumers and commentators condemned as racially insensitive. The ad, part of the Swatch Essentials collection, featured an Asian male model pulling the corners of his eyes up and back—a gesture widely recognized as a racist taunt mocking Asian features. The image quickly went viral on Chinese social media, sparking widespread outrage, calls for a boycott, and a heated debate about cultural sensitivity in global advertising.

The backlash was swift and severe. On Weibo, China’s largest social media platform, millions of users criticized the ad, with some accusing Swatch of deliberate racism and others questioning how such an image could have passed through the company’s approval processes. As the controversy grew, Swatch’s shares fell by as much as 4% before partially recovering, underscoring the financial risks that cultural missteps can pose for international brands operating in China.

Why the ‘Slanted Eyes’ Gesture Is So Offensive

The gesture at the heart of the controversy—pulling the corners of the eyes to mimic an almond shape—has a long and painful history. It has been used in Western countries for decades as a way to mock and dehumanize people of East Asian descent. In many Asian communities, the gesture is seen as a symbol of racism, exclusion, and disrespect. Its use in advertising or public imagery is almost universally condemned, especially in countries like China, where national pride and sensitivity to foreign perceptions run high.

According to The Korea Times, the gesture is widely recognized in East Asia as a racist insult. The fact that it appeared in a campaign by a major international brand only heightened the sense of offense and disbelief among Chinese consumers.

Historical Context: Global Brands and Cultural Missteps in China

Swatch is not the first global brand to face backlash in China over perceived cultural insensitivity. In recent years, several high-profile companies have been boycotted or publicly shamed for ads or statements seen as disrespectful to Chinese culture or people:

• In 2018, Italian fashion house Dolce & Gabbana was boycotted after releasing a campaign showing a Chinese model struggling to eat Italian food with chopsticks, which many saw as mocking Chinese women.
• In 2021, brands like H&M, Nike, and Adidas faced boycotts after expressing concerns about alleged human rights abuses in Xinjiang province.
• In 2023, Dior was accused of racism for a campaign featuring a similar eye gesture.
• Uniqlo, the Japanese retailer, was targeted in 2024 after stating it did not source cotton from Xinjiang.

These incidents highlight the high stakes for international brands in China, where cultural missteps can quickly escalate into national controversies with real business consequences.

Swatch’s Response: Apology and Global Retraction

As the outrage mounted, Swatch moved quickly to contain the damage. The company issued a public apology on both its Chinese Weibo account and Instagram, stating:

We sincerely apologize for any distress or misunderstanding this may have caused. We treat this matter with the utmost importance and have immediately removed all related materials worldwide.

Swatch emphasized that it had “taken note of the recent concerns regarding the portrayal of a model” and confirmed the immediate removal of the ad from all platforms globally. The apology was posted in both Chinese and English, reflecting the company’s recognition of the controversy’s international implications.

Despite the apology, many Chinese consumers remained unconvinced. Some accused Swatch of apologizing only to protect its profits, while others vowed to continue boycotting the brand. One viral comment on Weibo read:

The damage is done. No apology can erase the insult.

Another user wrote, “They make money from us and still dare to discriminate against Chinese people. We would be spineless if we don’t boycott it out of China.”

Expert and Influencer Reactions

Industry experts and influencers weighed in on the controversy, with many questioning how such an ad could have been approved by a company with decades of experience in the Chinese market. Mark Borkowski, a London-based public relations consultant, called the incident “a fundamental mistake” and said:

It is very significant for a brand of that scale to misfire in this way. This carelessness is really quite a fundamental mistake.

Chinese fashion influencer Peter Xu, who has over seven million followers on Weibo, suggested that while the controversy would impact Swatch’s business in China, the company’s rapid apology might help limit long-term damage. He commented:

It was pretty stupid to release images like those ones, but given the speed of the apology, the fallout is likely to be short-lived.

Business Impact: Swatch’s Reliance on China

The timing of the controversy could hardly be worse for Swatch. The company, which also owns luxury brands like Omega, Longines, and Tissot, relies on China, Hong Kong, and Macau for approximately 27% of its global revenue. In 2024, Swatch’s revenue fell by 14.6% to 6.74 billion Swiss francs (about $8.4 billion), with weak demand in China cited as a major factor. The first half of 2025 saw a further 11.2% drop, according to MSN.

Shares in Swatch fell sharply following the controversy, reflecting investor concerns about the potential for a prolonged boycott and further sales declines in one of the company’s most important markets. The incident also comes as Swatch faces other challenges, including a 39% tariff on exports to the United States and a global slowdown in demand for luxury goods.

Why Do These Controversies Keep Happening?

The Swatch incident raises important questions about how global brands approach cultural sensitivity and diversity in their marketing. Despite years of high-profile controversies, many companies continue to make mistakes that could have been avoided with better local understanding and more diverse teams involved in campaign approvals.

Advertising experts point out that international campaigns often go through multiple layers of approval, yet still fail to catch culturally insensitive content. As Justin Zhao, a 23-year-old student in China, told Reuters:

When I saw this news, I was quite shocked. Swatch has been in the Chinese market for many years, and I feel like most people are familiar with the brand. I don’t know why they did it. They were able to somehow release this after going through numerous approvals.

This sentiment was echoed by many online, with some users demanding that Swatch investigate its internal processes and hold those responsible accountable.

The Role of Social Media in Amplifying Outrage

Social media platforms like Weibo play a crucial role in amplifying consumer outrage in China. With over 580 million users, Weibo can turn a local controversy into a national crisis within hours. Hashtags related to the Swatch ad quickly trended, and calls for a boycott spread rapidly across platforms. The speed and scale of the reaction left Swatch with little choice but to respond immediately and decisively.

Lessons for Global Brands: Navigating Cultural Sensitivity

The Swatch controversy serves as a cautionary tale for any international brand operating in China or other culturally sensitive markets. The key lessons include:

• Understand Local Sensitivities: What may seem innocuous in one culture can be deeply offensive in another. Brands must invest in local expertise and listen to diverse voices during campaign development.
• Act Quickly and Sincerely: When a mistake happens, a prompt and genuine apology is essential. However, apologies that appear insincere or motivated solely by profit can backfire.
• Review Approval Processes: Companies should ensure that marketing materials are reviewed by teams with cultural competence and the authority to flag potential issues before campaigns go live.
• Monitor Social Media: Brands must be prepared to respond rapidly to online backlash, as social media can turn a small misstep into a global crisis in a matter of hours.

As Mark Borkowski noted, “This carelessness is really quite a fundamental mistake.” For Swatch and other global brands, the cost of such mistakes can be measured not only in lost sales, but also in long-term damage to reputation and trust.

Broader Implications: The Fragile Relationship Between Global Brands and Chinese Consumers

The Swatch debacle highlights the delicate balance that international brands must strike when operating in China. On one hand, the Chinese market offers enormous potential, accounting for a significant share of global luxury sales. On the other, Chinese consumers have become increasingly vocal and organized in defending their cultural identity and demanding respect from foreign companies.

Boycotts and online campaigns can have real and lasting effects. As seen in previous cases involving Dolce & Gabbana, Dior, and others, a single misstep can lead to products being pulled from e-commerce platforms, cancelled events, and years of reputational damage. For Swatch, which is already struggling with declining sales and economic headwinds, the current controversy could not have come at a worse time.

At the same time, some observers believe that the rapid apology and removal of the ad may help Swatch weather the storm. As Peter Xu, the Chinese fashion influencer, suggested, the fallout may be short-lived if the company takes concrete steps to rebuild trust and demonstrate genuine cultural sensitivity going forward.

In Summary

• Swatch faced a major backlash in China after releasing an ad featuring a model making a ‘slanted eyes’ gesture, widely seen as racist and offensive.
• The controversy quickly went viral on Chinese social media, leading to calls for a boycott and a sharp drop in Swatch’s share price.
• Swatch issued a public apology and removed the ad worldwide, but many consumers remained unconvinced and vowed to continue the boycott.
• The incident highlights the importance of cultural sensitivity for global brands, especially in China, where consumer reactions can be swift and severe.
• Swatch’s reliance on the Chinese market makes the controversy particularly damaging, as the company is already facing declining sales and economic challenges.
• The case serves as a warning to other international brands about the risks of cultural missteps and the need for robust internal review processes.