Swatch 'Slanted Eyes' Ad Triggers Boycott in China Where 27% of Its Revenue Come From

Swiss watchmaker Swatch is under fire in China after releasing an advert that critics blasted as racially offensive. The campaign, launched in on Monday, quickly spiralled into one of the company's biggest PR crises in years, as furious Chinese consumers accused the brand of mocking their appearance.

The controversy erupted when the advert, part of the Swatch Essentials collection, featured an Asian male model pulling the corners of his eyes into a pose long denounced as the 'slanted eyes' gesture. The image, shared across social media, drew immediate condemnation, with millions of users on Weibo describing it as outright racist.

Within hours, Swatch's name was trending across Chinese platforms, sparking calls for a nationwide boycott. For a brand that relies heavily on the Chinese market, the fallout could be devastating.

Swatch Issues Apology

Facing mounting outrage, Swatch issued a statement on 16 August 2025 on both Weibo and Instagram, in Chinese and English.

'We sincerely apologize for any distress or misunderstanding this may have caused,' the company said, according to BBC. It confirmed the immediate removal of the ad worldwide and pledged to treat the matter with 'the utmost importance.'

Despite this, many consumers were unconvinced. Online critics accused the brand of acting only after being caught and dismissed the apology as hollow.

Chinese Consumers Boycott Swatch

As anger grew, boycott campaigns gained traction. Users flooded comment sections vowing never to buy Swatch again, accusing the brand of betraying their trust. Some even demanded government regulators penalise the Swiss watchmaker.

One viral comment read: 'The damage is done. No apology can erase the insult.'

The uproar underscores the fragile relationship between international brands and Chinese consumers, where cultural missteps often spark fierce reactions.

Risk in China

The timing could not be worse for Swatch. China, along with Hong Kong and Macau, makes up almost 27% of the Swatch Group's global revenue, which also includes Omega, Longines, and Tissot.

In 2024, revenue fell by 14.6% to 6.74 billion Swiss francs (£6.21 billion/$8.4 billion), with weak Chinese demand largely to blame, AP News reported. The first half of 2025 showed a further 11.2% drop. The new controversy threatens to worsen those declines in one of its most critical markets.

A Familiar Pattern

Swatch is far from the first luxury brand to stumble in China. In 2018, Dolce & Gabbana was boycotted after airing an ad showing a Chinese model struggling to eat pizza with chopsticks, as reported by The Guardian. In 2023, Dior was accused of racism for a similar eye gesture in a campaign.

Other brands including H&M, Nike, and Uniqlo have all faced consumer backlash in China over cultural or political missteps.

A Costly Lesson

The Swatch debacle highlights how quickly cultural insensitivity can spiral into disaster. For global brands, even minor mistakes can spark boycotts and cause long-term damage to reputation and revenue.

Already struggling with declining sales, Swatch faces one of its toughest challenges yet as Chinese consumers turn their backs on the brand.