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Swatch pulls 'slanted eye' advert after online backlash in China
The Guardian
|August 19, 2025
The Swiss watchmaker Swatch has apologised and removed an advert featuring a model pulling the corners of his eyes, after the image prompted accusations of racism and calls for a boycott on Chinese social media.
Internet users heavily criticised the "slanted eye" gesture made by the male Asian model as racist. In a post on Instagram and the Chinese social media platform Weibo on Saturday, Swatch acknowledged the "recent concerns regarding the portrayal of a model" in the advert and said it had deleted the promotional material worldwide.
"We sincerely apologise for any distress or misunderstanding this may have caused," the company wrote.
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