On August 16, 2025, Swatch, the renowned Swiss watchmaker, found itself at the center of a social media storm in China after releasing an advertisement for its men’s watch collection. The ad, which featured a model making a gesture widely recognized as mimicking 'slanted eyes,' quickly went viral online and sparked a fierce backlash among Chinese netizens. Critics condemned the imagery as racist and accused the company of perpetuating offensive cultural stereotypes, especially in a time when the global watch industry is facing significant challenges.
According to reporting from South China Morning Post, the controversy erupted almost immediately after the ad’s release, with users on Chinese social media platforms, particularly Weibo, expressing outrage. Many described the advertisement as “terrible” and accused Swatch of trying to “disgust Asians and degrade Chinese” consumers. The gesture, which involves pulling the corners of the eyes upward and backward, has a long and painful history as a racist trope used to mock people of Asian descent.
Swatch responded swiftly to the uproar. In statements posted on both Instagram and Weibo on August 17, the company said it had “taken note of the recent concerns regarding the portrayal of a model in images for a men’s watch collection.” Swatch continued, “We sincerely apologize for any distress or misunderstanding this may have caused.” The company emphasized, “We treat this matter with the utmost importance and have immediately removed all related materials worldwide.”
The apology, however, did not seem to appease many critics. As BBC reported, some Weibo users remained deeply dissatisfied, accusing Swatch of being motivated solely by profit rather than genuine remorse. One user wrote, “Swatch makes money from us and still dares to discriminate against Chinese people. We would be spineless if we don’t boycott it out of China.” Another commented, “You can apologise, but I will not forgive.” The sentiment echoed a growing sense of nationalism and cultural sensitivity among Chinese consumers, who have increasingly demanded greater respect from global brands operating in their market.
Swatch’s predicament is not unique. The Chinese market, which accounts for approximately 27% of Swatch’s revenue when combined with Hong Kong and Macau, has become both a lucrative opportunity and a potential minefield for international luxury brands. According to Reuters, the company has seen declining sales in China amid the country’s economic slowdown, making the stakes for maintaining a positive brand image even higher. Swatch also manufactures other prestigious watch brands such as Omega, Longines, and Tissot, all of which are popular among Chinese consumers.
This incident is the latest in a series of high-profile clashes between international brands and Chinese consumers over perceived cultural slights. In 2021, for example, global fashion giants H&M, Nike, and Adidas faced widespread boycotts in China after they expressed concern about alleged human rights abuses in Xinjiang province. Their statements led to products being pulled from shelves and a sharp decline in sales. The following year, Japanese clothing retailer Uniqlo became the target of a boycott after stating it did not source cotton from Xinjiang, further highlighting the sensitivity around issues of national pride and cultural respect.
The backlash against Swatch also recalls the 2018 controversy involving Italian fashion house Dolce & Gabbana. The company posted videos showing a Chinese model struggling to eat Italian food with chopsticks, which many interpreted as a stereotypical and racist depiction of Chinese women. The fallout was swift: Dolce & Gabbana’s products were removed from Chinese e-commerce platforms, and the brand was forced to cancel a major fashion show in Shanghai.
For Swatch, the timing of the controversy could hardly be worse. The global watch industry has been grappling with a host of challenges, from shifting consumer preferences and the rise of smartwatches to economic uncertainties exacerbated by the pandemic and geopolitical tensions. In China, these pressures are compounded by rising nationalism and an increasingly vocal consumer base that is quick to mobilize online against perceived insults to their culture or national interests.
In its apology, Swatch reiterated its commitment to treating the matter with “the utmost importance,” but the company’s efforts to contain the fallout may face an uphill battle. The swift removal of the ad from all platforms worldwide was intended to demonstrate accountability, but for many Chinese consumers, the gesture came too late. As one Weibo user bluntly put it, “They make money from us and still dare to discriminate against Chinese people.”
Despite the apology, the calls for a boycott of Swatch products have continued to gain momentum online. Some users have gone so far as to vow never to forgive the company, arguing that an apology is insufficient without meaningful action to address the underlying issues. The sentiment is reflective of a broader trend in China, where consumers have shown a willingness to punish brands that they believe have crossed cultural or political lines.
Swatch’s experience serves as a stark reminder to global brands operating in China: cultural missteps can have immediate and far-reaching consequences. The Chinese market’s sheer size and purchasing power make it an attractive target for international companies, but success requires a nuanced understanding of local sensitivities and a proactive approach to avoiding controversy. The rapid spread of information on social media means that even a single misjudged image can trigger a national backlash, threatening not only sales but also long-term brand reputation.
As the dust settles, industry analysts and brand managers alike are watching to see how Swatch navigates the aftermath. The company’s quick response and public apology may help to limit the damage, but rebuilding trust with Chinese consumers will likely require sustained engagement and a demonstrated commitment to cultural respect. For now, the incident stands as a cautionary tale for any brand hoping to succeed in the world’s second-largest economy: in China, respect is not just expected—it’s demanded.
Swatch’s misstep has reignited a broader conversation about representation, sensitivity, and the responsibilities of global companies in an interconnected world. As Chinese consumers continue to assert their influence, international brands will need to tread carefully, lest they find themselves on the receiving end of the next viral boycott.
