Swiss watchmaker Swatch has apologized and withdrawn an advertising campaign that featured an Asian male model making a 'slanted eye' gesture, a pose widely recognized as a racist slur against people of Asian descent. The ad, which was part of the Swatch Essentials collection and circulated on Chinese social media platforms including Weibo, sparked a strong backlash and accusations of racism from consumers in China and elsewhere. Swatch issued its apology on August 18, 2025, stating it had immediately removed all related materials worldwide. The controversy has drawn attention to the challenges brands face in navigating cultural sensitivity and diversity in marketing campaigns, especially amid ongoing debates about diversity rollbacks. The incident also coincides with other recent advertising controversies in the UK, where a Sanex shower gel advertisement was banned for racial stereotyping. Swatch's swift response included a public apology on Weibo and the removal of the ad, but criticism and calls for boycott persisted in China following the campaign's release.