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Swatch Apologizes, Pulls Ad Amid Chinese Backlash

8/18/2025

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Summary

Story summary

Swatch removed a controversial ad with an Asian model making a "slanted eye" gesture and apologized.
The ad sparked calls for a boycott of Swatch Group brands on Chinese social media, especially Weibo.
In 2024, Swatch's sales in China totaled $8.4 billion, underscoring the market's importance.
Fashion influencer Peter Xu indicates the controversy may only have a short-term effect on sales.

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Story summary

Swatch removed a controversial ad with an Asian model making a "slanted eye" gesture and apologized.
The ad sparked calls for a boycott of Swatch Group brands on Chinese social media, especially Weibo.
In 2024, Swatch's sales in China totaled $8.4 billion, underscoring the market's importance.
Fashion influencer Peter Xu indicates the controversy may only have a short-term effect on sales.