Watchmaker Swatch apologises for 'slanted eye' ad after online backlash in China
The images for the Swatch Essentials collection were widely condemned online in China, where many comments said they appeared to mimic racist taunts about Asian eyes.
In an apology posted in both Chinese and English on its official account on the Weibo social media platform Saturday, Swatch said that it has "taken note of the recent concerns" and removed all related materials worldwide. "We sincerely apologise for any distress or misunderstanding this may have caused," the statement said. It also posted the same apology on Instagram.
Swatch Group did not immediately respond to a Reuters request for further comment. Swatch, which also makes Omega, Longines and Tissot watches, is heavily exposed to China for revenue, with around 27% of the group's sales last year coming from the China, Hong Kong and Macau region.
Revenue for the watchmaker last year slumped 14.6% to 6.74 billion Swiss francs ($8.4 billion) in 2024, hit by a downturn in demand in China, where Swatch said it was seeing "persistently difficult market conditions and weak demand for consumer goods overall".
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Swatch shares drop as Swiss watchmaker apologises for racist ad
Swiss watchmaker Swatch apologised Monday for an ad campaign that upset consumers in China and elsewhere and said it had 'immediately removed all related materials worldwide.' In an image for the Swatch Essentials collection, an Asian male model is shown pulling the edges of his eyelids upward and backward with his fingers—a gesture seen as derogatory and racist, Swiss public broadcaster SRF reported. Swatch wrote on Instagram that 'we sincerely apologise for any distress or misunderstanding this may have caused.' It said it would 'treat this matter with the utmost importance.' SRF reported that the apology was also posted on the Chinese social network Weibo in Chinese and English. Swatch shares in decline The intraday trading range for Swatch on Monday was between 138.20 CHF (€146.74) and 139.55 CHF (€148.17), with the stock declining in 6 of the last 10 days, down by 4.3%. Monday's volume fell by around 22,000 shares, signalling a divergence with rising prices and potentially warning of near-term volatility. Swatch's sales in the first half of the year fell short of estimates, largely due to sluggish demand in its key market—China. This shortfall dragged its performance and reflects ongoing challenges in the region. Sales will certainly not be boosted by the backlash over the racist commercial.
Fashion Network
9 hours ago
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Watchmaker Swatch apologises for 'slanted eye' ad after online backlash in China
Swiss watchmaker Swatch has issued an apology and 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, where many comments said they appeared to mimic racist taunts about Asian eyes. In an apology posted in both Chinese and English on its official account on the Weibo social media platform Saturday, Swatch said that it has "taken note of the recent concerns" and removed all related materials worldwide. "We sincerely apologise for any distress or misunderstanding this may have caused," the statement said. It also posted the same apology on Instagram. Swatch Group did not immediately respond to a Reuters request for further comment. Swatch, which also makes Omega, Longines and Tissot watches, is heavily exposed to China for revenue, with around 27% of the group's sales last year coming from the China, Hong Kong and Macau region. Revenue for the watchmaker last year slumped 14.6% to 6.74 billion Swiss francs ($8.4 billion) in 2024, hit by a downturn in demand in China, where Swatch said it was seeing "persistently difficult market conditions and weak demand for consumer goods overall". © Thomson Reuters 2025 All rights reserved.
Fashion Network
9 hours ago
- Fashion Network
Watchmaker Swatch apologises for 'slanted eye' ad after online backlash in China
Swiss watchmaker Swatch has issued an apology and 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, where many comments said they appeared to mimic racist taunts about Asian eyes. In an apology posted in both Chinese and English on its official account on the Weibo social media platform Saturday, Swatch said that it has "taken note of the recent concerns" and removed all related materials worldwide. "We sincerely apologise for any distress or misunderstanding this may have caused," the statement said. It also posted the same apology on Instagram. Swatch Group did not immediately respond to a Reuters request for further comment. Swatch, which also makes Omega, Longines and Tissot watches, is heavily exposed to China for revenue, with around 27% of the group's sales last year coming from the China, Hong Kong and Macau region. Revenue for the watchmaker last year slumped 14.6% to 6.74 billion Swiss francs ($8.4 billion) in 2024, hit by a downturn in demand in China, where Swatch said it was seeing "persistently difficult market conditions and weak demand for consumer goods overall".
