STORY: Swiss watchmaker Swatch issued an apology at the weekend after it faced criticism in China over an ad.
It pulled ads featuring images of an Asian male model pulling the corners of his eyes up and backwards in a ‘slanted eye’ pose.
The images for the Swatch Essentials collection were widely condemned online in China.
Many comments said they appeared to mimic racist taunts about Asian eyes.
Peter Xu is a fashion influencer.
“They already apologised. On the long-term basis, I still think the business will pick up, because it was not really intentional. At least, it was not the intention from the brand. It was just maybe some uncareful decision made by the photographer, who didn’t really understand China. So again to repeat, don’t try to…I think when they do this campaign, especially when they use Asian models, they should pay this attention, like fundamental guideline.”
Swatch posted an apology on the Weibo social media platform on Saturday.
The firm said it has ‘taken note of the recent concerns’ and removed all related material worldwide.
Swatch Group did not immediately respond to a Reuters request for further comment.
The ad fallout was latest setback for the firm.
Its shares have fallen by more than half since early 2023 and it faces 39% tariffs on exports to the U.S.
Swatch also makes Omega and Tissot watches, and relied on China, Hong Kong and Macau for around 27% of group sales last year.
Shares in the company slipped around 3% in early trading on Monday.
