Swatch faces backlash over racist ad featuring Asian model

In recent days, Swatch, the Swiss watchmaker, has faced significant backlash following the release of an advertisement that many consumers deemed racist. The ad, which was part of the Swatch Essentials collection, featured an Asian male model pulling the corners of his eyes in a manner described as mimicking derogatory 'slanted eye' gestures. This imagery sparked outrage on Chinese social media platforms, prompting various users and influencers to call for a boycott of the brand. The response was swift, with widespread condemnation of the ad, indicating deep sensitivities about race and representation among the Chinese populace. In light of the criticism, Swatch issued an apology on August 18, 2025, acknowledging the distress caused by the advertisement. The apology, posted on both Weibo and Instagram, expressed regret for any misunderstanding. Swatch emphasized that it had taken note of the concerns and promptly removed the promotional material globally. This incident reflects a broader trend where Western brands are increasingly scrutinized for racial insensitivity, particularly in markets like China, where historical context has made these sensitivities more pronounced. The company acknowledged that it would treat the matter with utmost importance. This controversy is particularly damaging for Swatch Group as it is heavily reliant on the Chinese market, where approximately 27% of its sales were derived last year. In July 2025, the company reported an 11.2% drop in net sales, which it attributed to sluggish consumer demand in China. This downturn underscores the precarious position of many foreign brands operating in the country, as they navigate a complex landscape of consumer expectations and cultural sensitivities. The fallout from the ad has not only raised questions about Swatch's branding strategies but also highlighted the growing demand for greater sensitivity and accountability in advertising. Analysts suggest that the incident may have lasting repercussions for the brand, affecting its reputation and sales in a critical market. As international brands continue to expand their reach into diverse markets, the imperative for culturally aware marketing becomes increasingly vital. Failure to understand regional nuances can lead to substantial financial losses and damaged customer relationships.