Swatch’s New Gold MoonSwatch Solves the Problem of the Nightmare Royal Pop Launch
Swatch is releasing a limited-edition gold MoonSwatch to commemorate the Apollo 11 moon landing. To prevent the chaos of previous launches, the company is using an online application lottery system.
Why it matters
Illustrates how luxury brands are evolving their distribution models to manage high demand and prevent retail instability.
But whereas previous special versions only had 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 in a black-and-gold version of Swatch's upgraded rubber MoonSwatch straps.
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