Swiss watchmaker Swatch finds itself at the center of a heated controversy after releasing an advertisement that many consumers, particularly in China, have condemned as racist. The campaign, which featured an Asian male model pulling the corners of his eyes back, ignited a firestorm on social media and has drawn attention to the growing scrutiny global brands face in an increasingly interconnected world.
The ad in question was part of the Swatch Essentials collection and was first brought to widespread attention by users on Chinese social media platforms such as Weibo, as well as Instagram. According to Swiss public broadcaster SRF, the model’s gesture is widely recognized as a derogatory reference to Asian facial features—a stereotype that has long been used to mock and demean people of Asian descent. The backlash was swift and fierce, with many prominent influencers and everyday consumers alike calling for a boycott of Swatch products.
On August 16, 2025, Swatch responded to the mounting criticism by posting an apology on both Instagram and Weibo, in Chinese and English. The company stated, "We sincerely apologize for any distress or misunderstanding this may have caused. We treat this matter with the utmost importance and have immediately removed all related materials worldwide." The apology, however, did little to quell the anger. Many commenters on both platforms accused Swatch of offering an insincere apology, with some suggesting the company was motivated more by concerns over profit than genuine remorse.
One Weibo user wrote, "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 echoed this sentiment, saying Swatch was "only afraid for its profits." On Instagram, criticism was similarly harsh. One user commented, "I don’t get why clear racism against Asians are constantly being tolerated and normalized. This gesture has been used to discriminate against all Asians (not just Chinese, and therefore not a ‘China only’ controversy) for decades and it is common knowledge that this is a boundary that should not be crossed. If this happened to any other racial minority group this would definitely not be tolerated."
The controversy is particularly significant given the importance of the Chinese market to Swatch’s business. According to figures cited by TNND, nearly 27% of Swatch’s revenue comes from China, Hong Kong, and Macau. This economic reality helps explain why the company acted quickly to remove the offending materials and issue a public apology. Still, the incident highlights the delicate balance global brands must strike between creative expression and cultural sensitivity, especially in markets that are both lucrative and highly attuned to issues of representation and respect.
This is not the first time a major brand has faced backlash in China over perceived racism or cultural insensitivity. In 2018, Italian fashion house Dolce & Gabbana found itself in hot water after releasing videos promoting a runway show in Shanghai that were widely seen as culturally offensive. The founders of the brand issued a video apology, but the damage was done: Chinese consumers boycotted Dolce & Gabbana products, and the company was forced to cancel its Shanghai fashion show. According to Australian Associated Press, the videos showed a Chinese model struggling to eat Italian food with chopsticks, a portrayal many found patronizing and disrespectful. The backlash led to the brand’s products being pulled from online stores in China.
The list of brands that have run afoul of Chinese consumers does not end there. In 2021, companies such as H&M, Nike, and Adidas faced boycotts after expressing concerns over alleged human rights abuses in China’s Xinjiang province. These boycotts were widespread and had a measurable impact on sales and brand reputation. And just last year, in 2023, French luxury brand Dior was targeted for an ad featuring a model making the same "slanted eye" gesture as seen in the Swatch campaign. The uproar led to Dior being "cancelled" on Chinese social media and facing significant reputational harm.
These incidents underscore the power of Chinese consumers and the influence of social media in shaping global brand reputations. Companies that fail to recognize cultural sensitivities risk not only losing market share but also sparking international debates about racism and respect. As one Instagram user noted in response to the Swatch controversy, the normalization of racism against Asians remains a persistent issue, and gestures like the one featured in the Swatch ad are "common knowledge" as unacceptable. The expectation, increasingly, is that brands will do their homework and avoid such missteps.
The stakes are high. China is not just a major market for Swatch but for the entire luxury goods sector. As reported by SRF and the Australian Associated Press, luxury brands and watchmakers depend heavily on Chinese consumers for growth and profitability. The recent controversy comes at a challenging time for Swiss watch exporters, who are already grappling with new tariffs in the United States and a prolonged market slowdown. According to industry association figures, significant declines have been recorded in the U.S., Japan, and Hong Kong—making the Asian market even more critical for companies like Swatch.
The Swatch incident also fits into a broader pattern of increasing consumer activism in China. As social media platforms become more central to daily life, consumers have more power than ever to hold brands accountable. Boycotts can be organized in a matter of hours, and the reputational consequences can be swift and severe. For global brands, the lesson is clear: cultural sensitivity is not just a matter of good manners—it’s a business imperative.
For Swatch, the road to repairing its reputation in China and beyond will likely be long and challenging. The company’s quick removal of the ad and public apology may help, but many consumers remain skeptical of its sincerity. As one Weibo user put it, "We would be spineless if we don't boycott it out of China." The sentiment is echoed across platforms, suggesting that Swatch will need to do more than issue statements if it hopes to regain the trust of its customers.
Ultimately, the Swatch controversy serves as a cautionary tale for any company operating on the global stage. In a world where images and messages can travel instantly across borders, brands must be vigilant about how their campaigns are perceived—not just in their home countries, but everywhere their products are sold. The cost of getting it wrong, as Swatch has discovered, can be steep indeed.
