Omega and Swatch are launching a gold MoonSwatch — and you have to apply to buy one

The watch, called the Mission to the Moon 1969, is limited to 1,969 pieces. Its dial, hands, crown, and pushers are made from Omega's 18K Moonshine Gold — a trademarked yellow gold alloy — and together weigh 11 grams, the company said. The price is set at CHF 500, based on the value of gold on July 21, 1969, not its current market price.

The gold used in the watches came from old Omega spare parts dating to that era, which were melted down in Swatch's foundry to produce the Moonshine Gold, the company said. In 1969, 11 grams of 18-karat gold cost approximately $11, or around CHF 48 at the exchange rate of the time.

To be considered for a purchase, applicants must fill out a questionnaire covering topics including Omega's heritage and historical facts, according to Esquire. The questionnaire consists of 32 questions in open-ended and multiple-choice formats, and once begun, applicants must finish within a 2-hour, 15-minute window. Once the application period ends, successful respondents will be notified that they are eligible to purchase one of the 1,969 watches, according to Esquire. In the U.K., the watch will be priced at £520, compared with £240 for standard MoonSwatch models.

Unlike earlier MoonSwatch releases, the Mission to the Moon 1969 treats gold as a core material woven into the watch's construction, not merely an aesthetic coating applied on top. The company characterizes the Moonshine Gold alloy as having a lighter hue and greater resistance to fading compared with conventional yellow gold.

The MoonSwatch line is a collaboration between Swatch and Omega that draws on the design of the Omega Speedmaster Moonwatch. The Mission to the Moon 1969 celebrates the Apollo 11 lunar landing, which took place on July 21, 1969.