On Monday, August 18, 2025, Swiss watchmaker Swatch found itself at the center of an international controversy after an advertising campaign for its Essentials collection drew outrage from consumers in China and beyond. The company quickly issued a public apology and announced that all related materials had been removed worldwide. But the damage—both to Swatch’s reputation and to broader conversations about racial sensitivity in advertising—was already done.
The ad in question featured an Asian male model pulling the edges of his eyelids upward and backward with his fingers. This gesture, widely recognized as a racist caricature, has a long and painful history—particularly in Western portrayals of Asians. According to Swiss public broadcaster SRF, the image was part of the Swatch Essentials collection’s promotional campaign, and it didn’t take long for it to ignite a firestorm online and in the press.
Swatch’s response was swift. In a statement, the company said it had “immediately removed all related materials worldwide.” The apology came as the brand faced mounting criticism not only from Chinese consumers but also from observers around the globe who saw the ad as a shocking lapse in cultural awareness. The company’s move to pull the campaign was an attempt to contain the fallout, but for many, the question remained: how could such an image have made it through the layers of approval at a global brand like Swatch in the first place?
It’s worth noting that Swatch has a significant presence in Asia, with China representing one of its most important markets. The Essentials collection, promoted with the now-retracted image, was likely intended to appeal to a broad international audience. Instead, it became a case study in how cultural insensitivity can quickly spiral into a global public relations crisis—especially in the age of social media, where images and outrage travel at lightning speed.
The gesture depicted in the ad—pulling the eyelids to mimic what are perceived as “slanted” eyes—has been used in various countries as a form of mockery and dehumanization of Asians. Its appearance in a corporate marketing campaign in 2025 was, for many, both baffling and deeply offensive. The backlash in China was particularly intense, with consumers expressing anger and disappointment on popular social media platforms. But the condemnation wasn’t limited to Asia; voices from Europe, North America, and elsewhere joined in, calling out Swatch for what many described as a glaring oversight.
According to Swiss public broadcaster SRF, the ad’s release and subsequent removal became a major story in Switzerland as well, where Swatch is headquartered. The incident prompted discussions about corporate responsibility, diversity in advertising, and the need for global brands to be acutely aware of the cultural contexts in which their messages will be received.
For Swatch, the apology was a necessary first step. The company’s statement—"immediately removed all related materials worldwide"—made it clear that they recognized the gravity of the situation. But as is often the case with such controversies, the apology itself became a subject of debate. Some critics argued that it was too little, too late, while others questioned whether the company would take concrete steps to prevent similar incidents in the future.
In recent years, several international brands have faced backlash for culturally insensitive advertisements. From clothing lines featuring offensive slogans to beauty campaigns that perpetuate stereotypes, the list is long and, for many consumers, all too familiar. The Swatch incident joins these ranks, serving as a reminder that global brands must be vigilant about the messages they send—both intentionally and unintentionally.
What makes the Swatch case particularly striking is the fact that the offensive gesture was performed by an Asian model. Some observers suggested that this might have been an attempt to defuse potential criticism, but for many, it only underscored the need for better understanding and sensitivity at every level of the creative process. As one commentator put it, "The presence of an Asian model doesn’t erase the history or meaning of the gesture. It’s still offensive, regardless of who is making it."
In China, where Swatch has invested heavily in marketing and retail expansion, the fallout could have long-term consequences. Chinese consumers are increasingly vocal about issues of representation and respect in global advertising. In recent years, several Western brands have faced boycotts or declining sales after similar missteps. Whether Swatch will experience a sustained backlash remains to be seen, but the incident has certainly put the company’s reputation at risk in a key market.
Industry analysts point out that the stakes for multinational brands have never been higher. "In today’s interconnected world, a single ad campaign can reach millions of people in seconds," said one expert on global branding. "That means companies have to be more careful than ever about how their messages will be perceived across different cultures and contexts."
The Swatch episode has also sparked renewed calls for greater diversity in advertising agencies and corporate marketing departments. Advocates argue that having a wider range of voices at the table can help prevent exactly this kind of oversight. “When you have people from different backgrounds involved in the decision-making process, you’re less likely to make mistakes that are offensive or tone-deaf,” said a diversity consultant interviewed by SRF.
For Swatch, the immediate challenge is to rebuild trust with consumers—especially in China. The company’s prompt removal of the ad and public apology are important steps, but many observers say that real change will require more than words. Some have suggested that Swatch should engage directly with affected communities, perhaps by supporting initiatives that promote cultural understanding or by increasing transparency about how its advertising campaigns are developed.
As the dust settles, the Swatch controversy serves as a cautionary tale for other global brands. In a world where consumers are more connected—and more vocal—than ever, cultural sensitivity isn’t just a matter of good manners; it’s a business imperative. The lesson is clear: what might seem like a minor detail in one context can have major repercussions worldwide.
Swatch’s experience this week is a reminder that in the global marketplace, awareness and respect for cultural differences aren’t optional—they’re essential. As companies navigate an increasingly diverse and interconnected world, the need for sensitivity, humility, and genuine engagement with all audiences has never been more urgent.
