Swiss watchmaker Swatch has found itself in hot water after releasing an advertising campaign widely condemned as racially insensitive. The misfired ad features an Asian male model pulling the corners of his eyes upward and backward – a gesture historically tied to racist ‘slanted eye’ stereotypes mocking Asians.
Unlike some earlier ad blunders this year – such as the Sydney Sweeney x American Eagle controversy, which at least allowed room for a tongue-in-cheek or double-meaning interpretation – Swatch’s misstep leaves little to no defence. It’s hard to imagine how a blatantly offensive ad of this calibre made it past multiple creative and approval stages before reaching the public – a blunder Swatch may already be paying for.
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A Flat-Out Misfire
Moments after hitting the web, the controversial campaign – promoting the Swatch Essentials collection – triggered fierce backlash on Chinese social media, immediately sparking calls for boycotts. In response, Swatch swiftly pulled the ad and issued an apology on Weibo and Instagram in both Chinese and English, stating that they ‘sincerely apologise for any distress or misunderstanding this may have caused.’
But the apology did little to pacify critics, who accused the company of blatant cultural insensitivity and of exploiting Asian markets for profit. Many were left genuinely confused how a company of Swatch’s international stature could release something this tone-deaf, with no plausible defence or mitigating context – especially in 2025.
How Costly Is The Blowback?
China, along with Hong Kong, has long been a crucial growth driver for Swatch Group – particularly in the post-COVID era – with China alone accounting for roughly 27% of the group’s revenue across brands like Omega, Longines, and Tissot. The release of trendy, highly sought-after products such as the Moonswatch — Swatch’s playful, space-themed collaboration inspired by Omega’s iconic Moonwatch – further energised sales and boosted visibility among younger consumers.
That momentum is especially vital as the company grapples with a broader slump amid economic headwinds and tightening consumer spending. A boycott sparked by this advertising misstep could therefore prove especially costly, threatening to derail the hard-won progress Swatch has made in re-establishing itself in the influential China market.
A Cautionary Tale
Advertising blunders in the fashion world and beyond are nothing new – particularly among Western brands that have historically been slow to recognise cultural missteps against Asian communities as offensive or derogatory. Dolce & Gabbana’s infamous series of ads in 2018, for example, sparked swift boycotts across Asia, with some retailers even halting sales after an influx of returns.
But while past incidents could at least be chalked up to clumsy cultural misreads or misguided attempts at humour, Swatch’s latest ad is something else entirely: an unmistakably offensive visual stereotype. How such a racially charged image – lacking any ambiguity or layered messaging – made it onto the brand’s socials is baffling. This glaring oversight exposes troubling gaps in the approval process at global companies and highlights the urgent need for stronger cultural awareness and sensitivity in advertising.
Swatch now faces the uphill battle of regaining trust and repairing its image in an ever-evolving marketplace. The full impact on its sales and brand equity remains to be seen, but this controversy already stands as a marketing misstep of historic proportions.
Born in Korea and raised in Hong Kong, Min Ji has combined her degree in anthropology and creative writing with her passion for going on unsolicited tangents as an editor at Friday Club. In between watching an endless amount of movies, she enjoys trying new cocktails and pastas while occasionally snapping a few pictures.
