Watchmaker Swatch has pulled an ad featuring a model pulling the corner of his eyes following a backlash on Chinese social media.
As calls for a boycott escalated, Swatch apologised and said it had “taken note of the recent concerns regarding the portrayal of a model,” according a statement.
“We sincerely apologize for any distress or misunderstanding this may have caused,” the company said on Weibo on Saturday. “We treat this matter with the utmost importance and have immediately removed all related materials worldwide.”
Critics said the pose recalled racist “slanted eye” imagery, historically used to demean Asians.
The Swiss watchmaker receives around 27 per cent of its revenue from China, Hong Kong and Macau, according to Reuters.
Boycotts and backlashes
It is not the first time a western firm has become entangled in social media storms in the mainland. In 2021, Chinese stars cut ties with Nike after the brand aired concerns over forced labour in Xinjiang.
Also that year, Intel apologised to China after urging suppliers to avoid forced labour.
In 2018, Dolce & Gabbana cancelled a long-planned fashion show in Shanghai after an outcry over allegedly racist posts on its social media accounts. It was weeks after US clothing retailer Gap apologised to China over a T-shirt with a map showing the mainland but omitting Taiwan.
