Swatch’s gold MoonSwatch dodges launch chaos

Swatch and Omega are back with another limited-edition MoonSwatch, but this time the biggest change may be how it is sold. The new Mission to the Moon 1969 is limited to 1,969 numbered pieces and will be offered through an online application system instead of a first-come, first-served store launch.

The watch marks the Apollo 11 moon landing on July 21, 1969. Unlike earlier special versions that used only a small amount of gold, this model adds Omega’s proprietary 18K Moonshine Gold alloy to the dial, hands, crown, and pushers, for a combined weight of 11 grams. It also ships with a black-and-gold version of Swatch’s upgraded rubber MoonSwatch strap.

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Swatch says the gold comes from around 1969, sourced from old Omega spare parts melted down in the company’s own foundry. According to Swatch, 11 grams of 18K gold cost $11 in 1969, so it priced the gold in this model using the metal’s value on July 21, 1969, rather than today’s market price. The result is a retail price of around $620.

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The sales process looks designed to avoid the scenes that hit Swatch stores during the Audemars Piguet x Swatch Royal Pop launch in May, and the earlier frenzy around the original MoonSwatch release four years ago. To buy one, shoppers must complete an “ESTA,” or Electronic Swatch Timepiece Application.

The form includes 32 questions, described as similar to the ESTA many travelers complete to visit the USA. Only 1,969 applicants will receive approval, giving them the right to buy the watch online and collect it from a Swatch store. Applications must be submitted by July 21 at 5:59 pm Eastern time (11:59 pm CEST). Swatch has not explained how the 1,969 successful applicants will be chosen.

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