A Real Gold Rush — Swatch’s Apollo 11 MoonSwatch Sets A Wild New Record: 1.2 Million Applicants For 1,969 Pieces
If you thought MoonSwatch madness had finally cooled down, think again. Swatch CEO Nick Hayek has pulled off another headline-grabbing marketing masterclass, leaving the watch world in equal parts awe and amusement. To commemorate the Apollo 11 Moon landing, Swatch quietly opened applications... more
![Happenings: Join Us For This Month's Hodinkee Happy Hour [RSVP Here]](/content/images/size/w960/format/webp/2026/07/hhh-hero-1.jpg)