The Swiss watch brand Swatch has sparked controversy by releasing an advertisement featuring a model making a slant-eye gesture. Swatch stated on the 16th, via its official social media accounts, “We are aware of the concerns related to the Essential Collection image” and announced that they have “taken immediate action to remove the related advertisement images worldwide.” They further apologized, saying, “We sincerely apologize for any inconvenience or misunderstanding caused by this incident.”
In the controversial image, a male model appears to be excessively slanting his eyes, a gesture widely recognized in the West as derogatory towards Asians. Previously, in April 2023, the French luxury brand Dior faced backlash for a similar advertisement that had an Asian female model striking an akin pose.
Swatch’s image was posted on its Chinese official website and was met with immediate backlash, particularly from Chinese consumers, who found it offensive. Calls for a boycott emerged, with some even suggesting that Swatch should withdraw from the Chinese market, prompting the company to remove the image and issue an apology.
In China, there is growing criticism that multinational brands should be more cautious about cultural sensitivities. The People’s Daily of China emphasized, “Western prejudices should not define the image of the Chinese people” and warned against malicious slander, advocating for a firm resistance.