Swiss watchmaker Swatch issued an apology and withdrew an advertisement after it was deemed offensive by audiences in China.
In an image promoting the Swatch Essentials collection, an Asian male model is depicted pulling the corners of his eyes upward and backward with his fingers—a gesture considered derogatory and racist, Swiss public broadcaster SRF said.
The image sparked criticism on social media in China, drawing responses from prominent influencers.
Critics said the pose resembled the racist “slanted eye” gesture historically used to caricature Asians.
In an Instagram post, Swatch said, “We sincerely apologise for any distress or misunderstanding this may have caused.” It said it would “treat this matter with the utmost importance.”
According to SRF, the apology was also shared on the Chinese social network Weibo, written in both Chinese and English.
However, the apology did not satisfy the critics. One Weibo user said, “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.”
Another user said Swatch is “only afraid for its profits.”
“You can apologise, but I will not forgive,” the user added.