Swatch's Controversial "Slanted Eye" Ad Sparks Outrage Over Racism

Monday, 18 August 2025, 11:42

Swatch's recent "slanted eye" ad has come under fire for accusations of racism, prompting widespread backlash on Chinese social media. The Swiss watchmaker has taken swift action, removing the ad and issuing an apology to address the concerns raised by internet users. This incident highlights the potential for cultural misunderstandings in global marketing strategies.

Cbsnews — Swatch's Controversial "Slanted Eye" Ad Sparks Outrage Over Racism

Swatch's Response to Racism Accusations

In a surprising turn, Swiss watchmaker Swatch found itself at the center of controversy after releasing an advertisement featuring a model impersonating a gesture that some interpreted as mocking Asian features.

The Backlash on Social Media

Chinese internet users voiced their outrage, labeling the ad as racially insensitive.
Calls for a boycott emerged quickly, leading to significant reputational risk for the brand.
Swatch's quick response—apologizing and pulling the ad—aims to mitigate damage.

The episode underscores critical lessons in how global brands must navigate cultural sensitivities.

This article was prepared using information from open sources in accordance with the principles of Ethical Policy. The editorial team is not responsible for absolute accuracy, as it relies on data from the sources referenced.