Swiss watchmaker Swatch issued a formal apology and retracted advertisements following widespread online criticism in China. The controversial ads depicted an Asian male model pulling the corners of his eyes in a “slanted eye” gesture. The company’s swift response came after the images sparked outrage on social media platforms, denouncing them as culturally insensitive and racially offensive.

In a statement addressing the backlash, Swatch expressed regret for the ad’s insensitivity and acknowledged the hurt it caused. The company emphasized its commitment to diversity and cultural respect, stating that the portrayal in the advertisement was unintended and regrettable.

Online reactions in China condemned the ad as perpetuating harmful stereotypes and ignorance. Many social media users called for a boycott of Swatch products until the issue was addressed. The incident underscored the importance of cultural awareness and sensitivity in global marketing campaigns.

Legal experts noted that such advertisements could potentially violate anti-discrimination laws in certain jurisdictions, highlighting the need for companies to conduct thorough cultural assessments before launching campaigns. The ad’s removal and the company’s apology aimed to mitigate further damage to Swatch’s reputation and relationships with consumers, particularly in the Chinese market.

While some critics questioned the sincerity of the apology, others welcomed Swatch’s acknowledgment of the mistake and its swift corrective actions. Moving forward, the watchmaker faces the challenge of rebuilding trust and ensuring that its marketing strategies align with diverse cultural norms and values to avoid similar controversies in the future.