Swiss watch brand Swatch recently faced criticism for the 'eye-squinting' gesture by the model in the advertising image it released, which was deemed a racially discriminatory expression toward Tongyang people, prompting an official apology.

The Swiss watch brand Swatch recently apologizes after facing criticism that the model's 'eye-squinting' gesture in the released advertisement image is a racist expression toward Tongyang people. The problematic advertisement image./Courtesy of Weibo

Swatch stated in a release on its social media on the 16th that it is "aware of the concerns regarding the image related to the ESSENTIALS collection" and that "it takes this issue very seriously and has immediately removed the relevant advertising images worldwide."

It added, "We sincerely apologize if there has been any discomfort or misunderstanding from this incident."

The controversial image features a male model making a gesture that appears to exaggerate his eyes, which is considered a racially discriminatory act that belittles Tongyang people. Currently, the image has been removed from Swatch's official website in China.

Swatch's apology was also simultaneously released through the Chinese social media platform Weibo.

The controversy surrounding the 'eye-squinting' gesture is not the first of its kind. In April 2023, the French luxury brand Dior was also embroiled in a racial controversy for an advertisement featuring an Asian female model in a similar pose.

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