Swatch Prices MoonSwatch at 1969 Gold Rate, Not Today's Market

Swatch has released MISSION TO THE MOON 1969, a limited edition MoonSwatch priced using the cost of gold from July 21, 1969, the day of the Apollo 11 moon landing. The watch, a collaboration with OMEGA, is made from OMEGA's own vintage gold reserves melted in Swatch's foundry. Only 1,969 pieces are available, sold through a lottery-style application system called ESTA. The retail price is CHF 500, based on 1969's gold price of $11 for 11 grams of 18K gold, rather than today's market value. The watch features a matte black Bioceramic case with OMEGA's 18K Moonshine Gold on dial, hands, crown, and pushers. Each gram of gold totals 11 grams, a nod to the Apollo 11 mission. The case back includes a golden medallion with the Moon, date, and footprint from the Sea of Tranquility. The watch is individually numbered on the case side. The application window ran from July 16 to July 21, 2025, with approved buyers collecting in store.