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Watchmaker Swatch has apologized and attracted advertising featuring Asian men’s models that pulled the corner of his eye back after accusation of racism.
Images for the Swatch Essentials collection are criticized for “eye tilted” pose, especially on ChinaWith many commentators say they seemed to imitate racist ridicule.
Swiss companies have apologized in English and Chinese on Weibo and Instagram social media platforms – saying “recorded this new concern” and deleted all related materials around the world.
“We sincerely apologize for the difficulty or misunderstanding that may be caused by this,” he said.
Stocks in the company fell by 2.7% in early trading on Monday.
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This is the latest setback for the company, whose shares have dropped more than half since the beginning of 2023 and now faced a 39% tariff on its exports to the US.
Swatch – which also made Omega, Longines and Tissot Watches – relying on China, Hong Kong and Macau for about 27% of its sales last year.
The company’s revenue fell 14.6% to 6.74 billion Swiss francs (£ 6.2 billion) in 2024 after a decline in demand in China.
Swatch blames this on “Continuous market conditions are difficult and weak demand for consumer goods as a whole”.
