Swiss watch brand Swatch Group has apologized following backlash in China over an advertisement featuring a model making a "slanted eyes" gesture, widely recognized as a racist slur against people of Asian descent.

The company said in a statement on Saturday that it treated the matter with the utmost importance and has immediately removed all related materials worldwide.

The image shows the model pulling the outer corners of his eyes, drawing strong protests from Chinese consumers, who condemned it as racially insensitive.

Intentionally creating "slanted eyes" or "upward-slanting eyes" is an internationally recognized racist gesture targeting people of Chinese or broader Asian heritage.

Several prominent international and domestic brands and institutions have previously faced backlash for using similar imagery.

Swatch Group, the world's largest watchmaker and distributor, owns the Swatch brand along with other luxury names including Longines, Tissot, Omega and Breguet.

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