Swatch Apologises, Removes Ads After China Backlash Over Racist Gesture

Swiss watchmaker Swatch faced significant backlash in China after releasing an advertisement featuring an Asian model making a "slanted eyes" gesture, a pose widely condemned as a racist stereotype mocking Asians. The controversial image sparked outrage on Chinese social media, leading to calls for boycotts and condemnation from influencers and netizens who criticized the ad as offensive and degrading. Swatch quickly issued a public apology, stating it was deeply sorry for any distress caused and removed all related advertising materials worldwide, but many critics remained dissatisfied, accusing the company of prioritizing profits over respect. The incident highlights ongoing sensitivities in China towards perceived racial insensitivity by global brands, following similar controversies involving other companies like Dior and Dolce & Gabbana. Swatch's significant exposure to the Chinese market, which accounts for around 27% of its revenue, makes the backlash particularly impactful amid an already challenging economic environment in the region. The controversy has sparked broader discussions on cultural respect and the need for greater sensitivity in international marketing campaigns targeting Asian consumers.