Swatch apologizes for an announcement of tilted eyes’ after a tumult in China

Swiss Watchmaker Swatch apologized and pulled an announcement with a model pulling the corners of his eyes, after the image prompted a tumult among Chinese social media users.

The criticisms said that the pose looked like the “eye” racist eye historically used to make fun of Asians.

Calls for a boycott of Swatch products increased on Chinese social media while the announcement became viral.

Swatch said that he had “noted recent concerns about the representation of a model”.

“We sincerely apologize for any distress or misunderstanding that it could have caused,” the company said in a statement on Saturday.

“We are dealing with this question with the utmost importance and have immediately deleted all related materials worldwide.”

But the apology failed to appease criticism.

Swatch is “only afraid for their profits,” said a Weibo user. “You can apologize, but I will not forgive.”

“They make money from us and always dare to discriminate the Chinese. We would be without spin if we do not boycott him out of China,” said another Weibo user.

Swatch obtains approximately 27% of its revenues from China, Hong Kong and Macao – although he had a drop in sales in China in the middle of the country’s economic slowdown, according to the Reuters news agency.

The company also produces Omega, Longins and Tissot watches.

In recent years, Chinese consumers have organized boycotts against insults perceived to their culture or their threats against national interests.

In 2021, there was a Chinese boycott widespread against global fashion brands like H&M, Nike and Adidas after having expressed their concern in the face of alleged human rights violations in Xinjiang province.

Last year, some tried to boycott the Uniqlo Japanese clothing store after the company said it was not approaching the cotton of the Xinjiang.

The Italian fashion house Dolce & Gabbana was also the target of such a boycott in 2018, after having published videos showing a Chinese model using hugs awkwardly to eat Italian cuisine. Its products have been removed from Chinese electronic commerce sites and the brand has canceled its Shanghai fashion show because criticisms said that the announcement represented Chinese women in a stereotypical and racist manner.