SwatchSwiss watchmaker Swatch has apologised and withdrawn an advertisement featuring a model making a gesture widely condemned as racist, following a backlash on Chinese social media.
The campaign showed an Asian male model pulling at the corners of his eyes, a gesture that internet users described as a racist caricature. The image quickly drew criticism on Weibo, with many calling for a boycott of Swatch and its associated brands, including Blancpain, Longines and Tissot.
In a statement posted on Instagram and Weibo on Saturday, the company acknowledged the controversy and confirmed it had removed the material globally. “We sincerely apologise for any distress or misunderstanding this may have caused,” the group said.
The apology did little to quell anger online. Prominent social media users accused Swatch of discrimination against Chinese people and urged regulators to intervene. “The brand’s image has collapsed,” one user wrote. “They think they can just apologise and salvage everything? It’s not that simple.”
China is one of Swatch Group’s largest markets, but like many Western luxury brands it has been hit by weakening demand. In July, the company reported an 11.2 per cent fall in net sales for the first half of the year, blaming the decline on sluggish consumer spending in China.
Swatch joins a growing list of foreign firms that have faced accusations of racist advertising in the country, underscoring the heightened sensitivity around brand image in one of the world’s most competitive luxury markets.
