Swatch sorry for 'slanted eyes' ad after China uproar

The delicate dance of global marketing requires a deep understanding of cultural nuances, a lesson that Swiss watchmaker Swatch learned the hard way in 2025. What began as a seemingly innocuous advertising campaign in a European market quickly spiraled into a major public relations crisis in China, a key and highly sensitive market for the brand. The controversy, fueled by a single, ill-conceived image, exposed the ever-present risks of cultural insensitivity in an interconnected world and highlighted the growing power of social media to amplify outrage and demand corporate accountability.
The ad in question, part of a broader campaign for a new line of watches, featured a model with her fingers pulling at the corners of her eyes, an action widely understood in Western contexts as a gesture mimicking "slanted eyes." While intended to be playful or even avant-garde in the ad's original context, the image was immediately and vociferously condemned by Chinese netizens. The gesture, historically used in racist caricatures to mock and demean people of East Asian descent, struck a raw nerve. For many in China, it was not merely an act of poor judgment but a deeply offensive and hurtful act of racism. The outrage was swift and widespread, spreading across platforms like Weibo and WeChat, where it quickly became a trending topic. Thousands of comments poured in, accusing Swatch of being tone-deaf and insensitive, and calling for a boycott of the brand.
The initial reaction from Swatch was a mixture of surprise and confusion. The company's European-based marketing team had likely been unaware of the historical and cultural baggage associated with the gesture. In their view, the ad was simply a creative expression of the watch's design and character. However, the intensity of the backlash left no room for such explanations. It became clear that this was not a matter of artistic interpretation but a fundamental clash of cultural understanding. The company's first public statement, a generic expression of regret, did little to quell the storm. It was seen by many as a half-hearted attempt to deflect criticism rather than a genuine apology. The sentiment was that Swatch was sorry for the uproar, not for the offense itself.
The pressure mounted as the controversy began to attract the attention of official state media, a significant escalation that signaled the seriousness of the situation. Brands that fall afoul of Chinese public opinion often face severe consequences, including government-led boycotts and damage to their long-term market access. Swatch, with its considerable investment and presence in China, could not afford to let the issue fester. A more comprehensive and sincere apology was needed, and quickly.
This time, the apology was direct and unambiguous. Swatch's global CEO issued a statement, widely circulated in both English and Chinese, that explicitly acknowledged the racist history of the gesture. The statement expressed "deepest regret" for the ad and admitted that the company had "failed to fully understand the cultural context and sensitivities" of the Chinese market. The CEO's message went beyond a simple apology; it promised a thorough review of Swatch's internal processes to ensure such a mistake would not be repeated. The company also announced that the ad had been immediately and permanently removed from all platforms worldwide.
The response to the second apology was far more positive. Chinese social media users, while still critical of the initial error, largely accepted the company's sincerity. The swift removal of the ad and the explicit acknowledgment of the offense were seen as signs that Swatch was genuinely listening and learning. The incident, while damaging, also served as a stark reminder of the unique challenges of marketing in China. The country's consumers are increasingly nationalistic and socially conscious, and they are not afraid to use their collective voice to demand respect and accountability from foreign brands.
The Swatch 'slanted eyes' controversy is a microcosm of a larger trend in global commerce. Brands can no longer operate in a vacuum, applying a one-size-fits-all marketing strategy across different regions. What may be considered harmless or even trendy in one culture can be deeply offensive in another. The incident underscores the critical importance of localized marketing teams with a deep understanding of the target market's history, social norms, and cultural sensitivities. It is a cautionary tale for all international companies, a powerful reminder that in the age of instant global communication, a single misguided image can have far-reaching consequences. The apathetic shrug of a European model's fingers, in this case, became a catalyst for a global reckoning, forcing a major corporation to confront its own blind spots and re-evaluate its approach to a market that is as vital as it is complex. The fallout from the 'slanted eyes' ad serves as a powerful testament to the fact that in the global marketplace, cultural competence is not just a nice-to-have; it is a business imperative.
Source@BBC