Swiss watchmaker Swatch has apologized and pulled an advertisement, with a model that draws corners of their eyes, the image after the image induced the uproar among the Chinese social media users.
Critics stated that the currency was used to the racist “thin eye”, historically used to make fun of Asians.
Calls for boycott of swatch products increased on Chinese social media as the advertisement went viral.
Swatch stated that it “focused on recent concerns about the portrayal of a model”.
The company said in a statement on Saturday, “We honestly apologize for any crisis or misunderstanding.”
“We consider this matter with immense importance and have immediately removed all related materials worldwide.”
But the apology failed to please the critics.
Swatch “is only afraid of his profits,” a Weibo user said. “You can apologize, but I will not forgive.”
Another Weibo user said, “They earn money from us and still dare to discriminate against the Chinese people. If we do not do it out of China, we will be spinless.”
According to the Reuters News Agency, Swatch receives about 27% of its revenue from China, Hong Kong and Macau – although it has seen a decline in sales in China amidst the country’s economic recession.
The company also produces omega, longins and tissote watches.
In recent years, Chinese consumers have organized a boycott against alleged insults for their culture or dangers for national interests.
In 2021, there was extensive Chinese boycott against global fashion brands such as H&M, Nike and Adidas after expressing concern over alleged human rights violations in Xinjiang province.
Last year, some tried to boycott the Japanese clothing shop Uniclow, as the company said it did not make a source of cotton from Xinjiang.
Italian fashion houses Dolsey and Gabbana were also targeted for such a boycott in 2018, followed by a video, which featured a Chinese model using chopsticks for eating Italian food. Its products were drawn from Chinese e-commerce sites and the brand canceled its Shanghai fashion show as critics stated that advertisements painted Chinese women in a conservative and racist manner.
