Gofrixty [18 August 2025] – Swatch apologized after Chinese consumers voiced outrage over an advertisement that many said was racist. Images in the ad showed models with what others described as exaggerated eye makeup, and critics said the photos poked fun at Asian features. The backlash quickly gained traction on Chinese social media, where users criticized the brand for ignoring cultural sensitivities.
The ad campaign was later removed, and the company made a public statement. Swatch said it had never intended to offend anyone and recognized that it needed to be more culturally sensitive. The company’s executives stressed that the brand stands for inclusivity and also respects all communities.
The images were condemned by Chinese shoppers, who demanded accountability. Several commentators also noted that global brands should be respectful as they market in Asia. They are another way classically defined stereotypes in advertising harm communities and undermine trust they argued. Weibo influencers shared screen grabs of the advert and called for their followers to boycott Swatch until the company addressed the issue.
