Swatch Apologizes for 'Slanted Eyes' Ad After China Uproar

Original Post Aug 18, 2025

Fashion brand Swatch has issued an apology for a controversial advertisement that sparked outrage in China, with many viewing it as perpetuating harmful Asian stereotypes. The ad, titled "Alienizm", featured a group of individuals with slanted eyes and was promoted as a "true differentiation from the rest of the population".

In a statement posted on Weibo, the company apologized for any offense caused by the ad, stating that it was never their intention to insult or hurt anyone's feelings. They emphasized their respect for the diversity of humanity and vowed to learn from this experience.

Company Issues Apology

This isn't the first time Swatch has come under fire for its advertising. Previously, they received backlash for promoting a collection of watches with cartoon characters that many considered to be racially insensitive. The company has made significant efforts to diversify their marketing and branding strategies in recent years, but this latest incident highlights the ongoing challenges of navigating cultural sensitivities.