来源 | 综合界面新闻、 第一财经 8月16日，Swatch发布致歉声明称，公司注意到近期对于Swatch ESSENTIALS系列图片中模特形象的关注。公司对此事高度重视，并已在第 一时间在全球范围内删除所有相关资料。对于由此造成的冒犯和困扰，深表歉意。 2025.08. 16 本文字数：1310，阅读时长大约2分钟 从业绩下滑到宣传翻车，斯沃琪在中国市场持续遇冷 近日，瑞士斯沃琪集团旗下Swatch（斯沃琪）品牌官网上一张"眯眯眼"宣传图引发网友关注，相关内容与讨论逐步向抖音、微博等平台持 续传播扩散，有关"Swatch眯眯眼"等话题热度增加。 宣传照片中，一位男模特摆出夸张的"眯眯眼"造型。 2021年12月，共青团中央官方微信号上发布一篇文章中解释， 长期以来，在"白人至上"主义横行的欧美等地区，中国人眼睛的形状一直 是华裔群体被压迫的一种表现。这点美国尤甚，在美国早期的电影和漫画中，中国人都会被画上小眼睛——"眯眯眼"（slanty eyes）。这 是典型的对中国人进行排外、歧视性的行为。该文指出，"没人会觉得这是一个对中国人心怀善意的词语。" 而在Swatch之前，也有多家国际品牌有类似的广告涉嫌 ...

Group 1 - Swatch brand's recent advertisement featuring a "squinty eyes" model has sparked controversy and discussions on social media platforms like Douyin and Weibo [1][3] - The advertisement has drawn attention to the historical context of "squinty eyes" as a derogatory term used against Chinese people, particularly in Western media [3] - Swatch's parent company, Swatch Group, reported a significant decline in sales and net profit for the first half of 2025, attributing the downturn to challenges in the Chinese market [3][4] Group 2 - The Chinese market has historically been a crucial contributor to Swatch Group's performance, with a net sales figure of 2.63 billion Swiss francs in 2023, accounting for 33.3% of the group's total sales [4] - Despite a projected 30% decline in sales for 2024, the Chinese market still represents 27% of the group's revenue [4] - Swatch Group's CEO highlighted potential opportunities arising from competitors like Seiko reducing their market presence in China, suggesting a possible recovery in the second half of the year [5]