COPENHAGEN, Denmark (AP) _ A watch company whose suicide-themed ad campaign sparked nationwide complaints said Friday it has withdrawn the ad.

Using the English-language slogan ``Why kill time when you can kill yourself?'' the Rem Rem watch company on Wednesday began distributing advertising folders in 400 cafes and restaurants.

Photos variously show a male model in bed with his wrists slashed, hanging from a tree, and lying in an amusement park with a bullet wound in his head.

Denmark's watch shop association called for a boycott of Rem Rem products. The company also received harsh criticism from the government and suicide experts, who said the ad was ``cynical and irresponsible.''

In a statement, Rem Rem said it stopped the campaign because it ``apparently offends.''