Swatch’s New Gold MoonSwatch Solves the Problem of the Nightmare Royal Pop Launch

Ever looking to underline its space-faring pedigree, Omega has again joined forces with Swatch to release another limited-edition MoonSwatch featuring Omega’s proprietary 18K Moonshine Gold alloy.

But whereas previous special versions had only a sliver of the shiny stuff, this new model doesn't hold back, featuring a dial, hands, crown, and pushers all made from Omega’s 18K Moonshine Gold alloy, with a combined weight of 11 grams.

Called the Mission to the Moon 1969, the watch commemorates the Apollo 11 moon landing on July 21, 1969. It's limited, rather appropriately, to 1,969 numbered pieces and comes with a black-and-gold version of Swatch's upgraded rubber MoonSwatch straps.

Swatch says the gold used for these limited-edition pieces dates from around 1969, coming from old Omega spare parts that have been melted down in the company's own foundry. In 1969, 11 grams of 18K gold apparently cost $11, so Swatch decided to price the gold in this MoonSwatch based on the price of gold on July 21, 1969, instead of today’s gold price. This means the Mission to the Moon 1969 retails for around $620.

Perhaps thinking of the chaos that consumed Swatch stores worldwide in May during the launch of the Audemars Piguet x Swatch Royal Pop—itself a repeat of the fury surrounding the MoonSwatch launch four years ago—Swatch is making this limited edition available to buy online. The catch, however, is that to get your hands on one, you have to fill out an “ESTA” or Electronic Swatch Timepiece Application.

The application has 32 questions to answer, “similar to the ESTA many travelers have to fill out to travel to the USA.” Only 1,969 people will earn a MoonSwatch ESTA approval, which will then allow them to purchase the limited-edition watch online and collect it from a Swatch store. It is precisely this type of application or lottery system that many experts suggested Swatch should have implemented with the troubled Royal Pop release.

Swatch ESTA applications for the Mission to the Moon 1969 must be completed by July 21 at 5:59 pm Eastern time (11:59 pm CEST). Oddly, no information has been provided on exactly how Swatch will select the lucky 1,969 people.