Swatch Group has introduced a new gold-colored MoonSwatch model, the Mission to the Moon 1969, which requires buyers to pass an online quiz before they can make a purchase.
The entry test, styled after the US ESTA visa system and featuring alien-themed questions, marks a shift in how the brand manages access to its most sought-after items.
The move underscores the intense demand for the collaboration between Swatch and Omega, which has become a cultural phenomenon among Millennials and Gen Z consumers.
By adding a barrier to entry, the company is attempting to control distribution and heighten the perceived exclusivity of the product, which retails for approximately 600 euros.
This strategy reflects broader trends in the luxury and fashion sectors, where brands are leveraging digital engagement and artificial scarcity to drive sales.
The secondary market for MoonSwatch watches has already seen significant activity, with many models selling out quickly and reselling at premiums.