Swiss watchmaker Swatch has apologized and removed an ad featuring a model pulling the corners of his eyes after the image prompted accusations of racism and calls for a boycott on Chinese social media.

Internet users slammed the "slanted eye" gesture made by the Asian male model as racist.

In a post on Instagram and Chinese social media platform Weibo on Saturday, Swatch acknowledged the "recent concerns regarding the portrayal of a model" in the ad and said it had deleted the promotional material worldwide.

"We sincerely apologize for any distress or misunderstanding this may have caused," the company wrote.

Many online weren't content with the company's response and continued to call for boycotting Swatch Group brands, which include Blancpain, Longines and Tissot.

A user with more

See Full Page