Mon Aug 18 15:00:00 UTC 2025: **Swatch Faces Boycott Calls After Ad Sparks Outrage in China**

**GENEVA** – Swiss watchmaker Swatch is under fire in China after an advertisement featuring a model pulling at the corners of his eyes was deemed racist by many Chinese social media users. The pose, critics said, mimicked a historically offensive gesture used to mock Asians.

The resulting backlash led to calls for a boycott of Swatch products, prompting the company to issue an apology and pull the ad globally.

“We have taken note of the recent concerns regarding the portrayal of a model,” Swatch said in a statement. “We sincerely apologize for any distress or misunderstanding this may have caused… We treat this matter with the utmost importance and have immediately removed all related materials worldwide.”

However, the apology appears to have fallen flat, with many users on Weibo, China’s leading social media platform, accusing Swatch of prioritizing profit over genuine remorse. “Swatch is only afraid for its profits,” one user wrote. “You can apologize, but I will not forgive.”

China represents a significant market for Swatch, accounting for approximately 27% of its revenue, including Hong Kong and Macau, according to Reuters. This is in spite of slowing growth for the brand in China, attributed to the country’s current economic downturn. Swatch also owns other luxury watch brands such as Omega, Longines, and Tissot.

The incident underscores a growing sensitivity among Chinese consumers toward perceived slights and cultural insensitivity from foreign brands. In recent years, several companies, including H&M, Nike, Adidas, Uniqlo and Dolce & Gabbana, have faced boycotts in China over issues ranging from alleged human rights abuses in Xinjiang province to culturally insensitive advertising campaigns. These incidents serve as a reminder for international companies to tread carefully when marketing to the Chinese market.

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