Everything is different with this MoonSwatch: limited edition, ESTA application, 11 grams of gold, no fuss, new price
The latest MoonSwatch is different from its predecessors: it is limited to a fixed number of pieces. The 1,969 pieces of the “Mission to the Moon 1969” commemorate the Apollo 11 moon landing on July 21, 1969.
To achieve this, Swatch uses exactly 11 grams of its 18-karat Moonshine Gold alloy. It appears on the dial, hands, crown, and pushers. Although there have been MoonSwatch models featuring this yellow precious metal before, the brand was significantly less generous back then—and that doesn’t just refer to the weight.
In 1969, 11 grams of gold cost about 11 U.S. dollars, which would be equivalent to about 42 euros today. By contrast, the current material value of 18-karat gold is about 85 euros per gram. That amounts to a total value of about 935 euros.
Although the new “Mission to the Moon 1969” costs more than any previous MoonSwatch model, it is comparatively affordable at 600 euros given its gold content. This is made possible by using Omega spare parts from 1969, which are melted down to create the brand’s proprietary Moonshine gold alloy. Omega bases its pricing on the price of gold from the year of the moon landing.
ESTA Application Even Without Travel to the U.S.
You can’t just get the “Mission to the Moon 1969”—not even by waiting in line for hours outside a Swatch store. Instead, those interested must fill out an electronic ESTA application—the so-called Electronic Swatch Timepiece Application.
It consists of 32 questions and is similar to the ESTA application that many travelers must complete to enter the United States. However, in this case, only 1,969 people will receive an ESTA authorization from Swatch, granting them the right to purchase the limited edition.
The application deadline was July 21 at 11:59 p.m. More than one million interested applicants applied for the 1,969 “Mission to the Moon 1969” watches. According to Swatch, those who answered the questions correctly will now be selected from among all participants to pick up their MoonSwatch in person at a Swatch store in the near future. The selected participants must complete the purchase within 48 hours. Otherwise, their right to purchase will expire, and another eligible participant will be granted the right to purchase.
This should rule out any commotion like the one that occurred at the launch of the “Audemars Piguet x Swatch Royal Pop.”
Golden Allusions
The gold and its weight are much more than mere design features—both are subtle references to the moon landing. The gold dial is reminiscent of the gold Omega Speedmaster from 1969, which was created to commemorate the successful Apollo 11 mission. The weight of 11 grams, in turn, refers to the number of the historic mission.
Two additional details serve as a link to the first moon landing: First, the battery cover features a gold moon motif with a scratch-resistant coating. It features the date of the moon landing and a footprint commemorating the first step in the Mare Tranquillitatis, the Apollo 11 landing site. Second, each chronograph is individually numbered. The respective number is engraved on the side of the case at the 9 o’clock position and highlighted with a touch of gold lacquer. swatch.com
