Swiss watchmaker Swatch has issued an apology for a “slant eye” promotional image that has triggered strong criticism on Chinese social media, with the gesture widely considered offensive to Asians.
In statements posted to Instagram and China’s Weibo on Saturday, the Swatch Group sought to “sincerely apologise for any distress or misunderstanding this may have caused”.
The company said it had taken note of the “recent concerns” regarding the portrayal of a model in images for a men’s watch collection.
“We treat this matter with the utmost importance and have immediately removed all related materials worldwide,” it added.
China remains a lucrative market for international luxury brands, but global retailers are increasingly grappling with challenges in the world’s second-largest economy, including rising nationalism, an economic slowdown and shifting consumer preferences.
Swatch is not the first multinational to face condemnation for culturally insensitive portrayals, which have previously sparked public backlash and calls for boycotts.
