Swatch is releasing a new MoonSwatch, and to get on the list to buy one, you may have to “prove” your knowledge about the brand.

When Swatch email subscribers click the “Board the Mission” link to preorder the Mission to the Moon 1969 limited-edition timepiece, they’re presented with a 32-question quiz about the company’s heritage, historical facts, and a few other tricky inquiries. That’s a big ask for a $570 watch, but there are only 1,969 of the new model being made.

“Like the journey to the moon, the electronic Swatch timepiece application is not for the faint of heart,” Swatch acknowledged in a statement.

Here is a look at what else made JCK’s collective brain click this week.

News Worth Reading

Movado picks up Kate Spade for a new watch licensing partnership. (subscription needed)

Sotheby’s global head of watches Geoff Hess talks to WatchPro about the growing market for million-dollar watches.

World Diamond Council president Ronnie VanderLinden says the jewelry industry must come together with one voice for natural diamonds.

We’re back on the “What is Queen Camilla wearing?” brooch hunt. (subscription needed)

The union at De Beers’ South African mine that is planned to shutter for two years worries the pause could lead to lost jobs entirely.

Hodinkee looks at the best watches worn by players competing in the 2026 FIFA World Cup.

Vogue Business catches up with Swatch’s CEO to talk Royal Pop and that wild launch. (subscription needed)

Some brands, including Coach and Ralph Lauren, seem to have cracked the code on consumer shopping—how did they do it in a tough economy? (subscription needed)

Zendaya. Again. The Odyssey press tour was high jewelry and high fashion. (subscription needed)

Applications are open for the Gem X scholarship for jewelry-related education, research, and creative projects.

If you’re going to be in London, you need to see the Vivienne Westwood exhibit at the V&A and tell us about it.

Former fashion journalist Brooke Bobb moves to Nordstrom.

BuDhaGirl opens a jewelry and accessories store in Paris. (subscription needed)

Bank of America downgraded its 2026 gold price forecast by 14%, although Kitco said the bank is still bullish on the precious metal.

Obsessions

Go follow Goldeluxe Jewelry’s designer on her new Substack, Golden Hours.

We love Gap’s jeans partnership with influencer Hailey Bieber tied to her birth year—1996.

If you couldn’t make it to metalsmithing group SNAG’s Detroit conference, you can watch videos of its sessions (password LABOR26).

CoverGirl taps Gen X (well, it’s about time) in hopes of attracting this…more mature cohort.

Need a new (business) book recommendation? McKinsey’s got ideas. (We recommend Deep Work, which McKinsey overlooked.)

Jack White tells the story behind his song “Seven Nation Army.” We have so much Detroit pride.

Podcast Queue

A Thousand Facets sits down with Trademark Antiques owners to discuss their beginnings in the antique business.

The Business of Watches talks to Parmigiani Fleurier CEO Guido Terreni.

The Luxury Society podcast welcomes Cyrille Vigneron, chairman of culture and philanthropy at Cartier.

Video Yaya

Avi Krawitz shares how the decision to pause the Venetia mine reveals De Beers’ next move.

Shinola’s Runwell film on Instagram is a hoot.

(Photo courtesy of Getty Images)

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