Swatch puts 11g of gold in a $620 MoonSwatch

Swatch and Omega are back with another limited-edition MoonSwatch, but this time the gold content is far less symbolic. The new Mission to the Moon 1969 uses Omega’s proprietary 18K Moonshine Gold alloy for the dial, hands, crown, and pushers, with a combined weight of 11 grams.

The watch marks the Apollo 11 moon landing on July 21, 1969 and is limited to 1,969 numbered pieces. It also ships with a black-and-gold version of Swatch’s upgraded rubber MoonSwatch strap.

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According to Swatch, the gold in these watches dates from around 1969 and comes from old Omega spare parts that were melted down in the company’s own foundry. Swatch says that in 1969, 11 grams of 18K gold cost $11, so it priced the gold in this watch using the gold price from July 21, 1969, rather than current rates. The result is a retail price of about $620.

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How Swatch is handling sales

After the chaotic Audemars Piguet x Swatch Royal Pop launch in May—and similar scenes during the original MoonSwatch debut four years ago—Swatch is shifting this release online. Buyers must complete an “ESTA,” or Electronic Swatch Timepiece Application.

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The application includes 32 questions, which Swatch says are similar to the ESTA many travelers complete before visiting the USA. Only 1,969 applicants will be approved, giving them the right to buy the watch online and collect it from a Swatch store.

Applications for the Mission to the Moon 1969 close on July 21 at 5:59 pm Eastern time (11:59 pm CEST). Swatch has not explained how it will choose the 1,969 successful applicants.