Swatch apologizes for 'slanted eyes' ad after China backlash
By Sunidhi - Aug 18, 2025
Swiss watchmaker Swatch faced backlash over an ad depicting a model pulling the corners of his eyes, seen as racially insensitive. The image sparked outrage in China and beyond, prompting Swatch to issue a public apology. The incident underscores the importance of cultural sensitivity in global marketing campaigns and the need for companies to avoid perpetuating harmful stereotypes in their advertisements.
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Swatch Watch via Flickr
Swiss watchmaker ,[object Object], found itself embroiled in controversy after receiving backlash over an advertisement that depicted a model pulling the corners of his eyes, sparking accusations of racial insensitivity. Critics pointed out that the image resembled a racist stereotype, leading to outrage in ,[object Object], and beyond.
The ad, which featured a model with one eye closed while pulling the corner of the other eye, was swiftly condemned on social media platforms, where users expressed disappointment and called for an apology. In response to the mounting criticism, ,Swatch, issued a public apology, acknowledging the insensitive nature of the imagery and expressing regret for any offense caused.
The incident highlights the importance of cultural sensitivity in ,[object Object], campaigns, especially in a diverse and interconnected world where messages can be instantly scrutinized and shared online. Experts emphasize the need for companies to thoroughly vet their advertisements to avoid inadvertent perpetuation of harmful stereotypes and to ensure inclusive messaging that resonates positively with all audiences.
Moving forward, the controversy surrounding ,Swatch,'s ad serves as a cautionary tale for brands navigating the complex landscape of international marketing. It underscores the reputational risks and financial consequences of missteps in cultural representation, urging businesses to prioritize diversity, equity, and inclusion in their advertising strategies to build trust, respect, and loyalty among customers worldwide.
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