Swatch closes stores after Audemars Piguet Royal Pops launch
Swatch has closed some stores after crowds flocked to the launch of Audemars Piguet’s Royal Pops pocket watch.
Swatch is aiming for the moon with its latest drop.
The Swiss watchmaker is collaborating with Omega on a limited edition Moonswatch made from Omega’s patented 18K Moonshine gold alloy to commemorate Apollo 11’s historic moon landing on July 21, 1969.
“Some moments are so special that they remain shining for generations,” Swatch said in a news release. “That was the case with the first moon landing in 1969.”
The watch, which includes a dial, crown and pushers, weighs 11 grams and is made from Omega’s 18K Moonshine Gold. Swatch says the gold used in the watch dates back to the same era and was sourced from old Omega spare parts.
“We melted the gold in our own foundry to create Omega’s 18K Moonshine Gold,” Swatch said, adding, “The use of gold in this luxury chronograph is more than just an aesthetic choice.” It pays homage to Omega’s “legendary 1969 gold Speedmaster, created to commemorate the historic success of the Apollo 11 mission.” The 11-gram gold component is also a “playful nod to the Apollo 11 mission number,” Swatch said.
According to Swatch, the watch retails for $570, which reflects the gold price on July 21, 1969, not the current gold price, when 11 grams of 18K gold cost $11 in 1969.
Features of Moonswatch
The watch’s notable features include:
- Chronograph with limited edition number
- Matte black bioceramic case
- Black rubber strap with Velcro closure and bioceramic loop
- Recessed counter with black hands and Arabic numerals
- Black bioceramic bezel with gold-colored tachymeter scale protected by anti-scratch coating
- The battery cover features a golden moon design and displays the date of Apollo 11’s moon landing and footprints representing Apollo 11’s first steps on the Sea of Tranquility.
- Logo, typography and gold hallmark used in 1969
How to get Swatch MoonSwatch
According to a press release, MoonSwatch cannot be purchased directly in stores. To purchase this model, customers must fill out an Electronic Sample Watch Application (ESTA). It is similar to what U.S. travelers must complete and consists of 32 questions online. The application form will be available on the Swatch website from 15:32 CEST on July 16 and must be completed and submitted by 23:59 CET on July 21 next year.
Successful applicants will receive follow-up instructions on how to complete their purchase and pick up their watch at the Swatch Store.
According to Swatch, only 1,969 people will receive ESTA approval to purchase the limited edition product.
Saman Shafiq is a trending news reporter for USA TODAY. Contact her at sshafiq@usatodayco.com and follow X and Instagram @saman_shafiq7.
