Newscasts - Swatch apologizes for 'slanted eye' ad after online backlash in China

Swatch groupAG

18/08/2025 13:02

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Source: 'Reuters - General news videos'

Description: Swiss watchmaker Swatch issued an apology at the weekend and pulled ads featuring images of an Asian male model pulling the corners of his eyes up and backwards in a "slanted eye" pose. Francis Maguire reports.

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Video Transcript:

Swiss watchmaker Swatch issued an apology at the weekend after it faced criticism in China over an ad. It pulled ads featuring images of an Asian male model pulling the corners of his eyes up and backwards in a "slanted eye" pose. The images for the Swatch ESSENTIALS collection were widely condemned online in China. Many comments said they appeared to mimic racist taunts about Asian eyes. Peter Xu is a fashion influencer.

They already apologized. On the long-term basis, I still think the business is going to pick up, because it was not really intentional. At least, it was not the intention from the brand. It was just maybe some uncareful decision made by the photographer, who didn't really understand China.

Swatch posted an apology on the Weibo social media platform on Saturday. The firm said it has taken note of the recent concerns and removed all related material worldwide. Swatch Group did not immediately respond to a Reuters request for further comment. The ad fallout was latest setback for the firm. Its shares have fallen by more than half since early 2023 and it faces 39% tariffs on exports to the US. Swatch also makes Omega and Tissot watches, and relied on China, Hong Kong, and Macau for around 27% of group sales last year. Shares in the company slipped around 3% in early trading on Monday.