Swatch MoonSwatch Mission To Earthphase Moonshine Gold Cold Moon: Price, Specs, Availability | WIREDSkip to main contentHand-Picked Black Friday DealsShop NowMenuSECURITYPOLITICSTHE BIG STORYBUSINESSSCIENCECULTUREREVIEWSBLACK FRIDAYMenuAccountAccountNewslettersBest Black Friday DealsApple DealsTV DealsStreaming DealsLaptop DealsDeals DeliveredSecurityPoliticsThe Big StoryBusinessScienceCultureReviewsChevronMoreExpandThe Big InterviewMagazineEventsWIRED InsiderWIRED ConsultingNewslettersPodcastsVideoMerchSearchSearchSign InSign InJeremy WhiteGearNov 30, 2025 6:00 PMEvery Model of this New Snoopy MoonSwatch Is Different—And You Can Only Get One When It SnowsSwatch will laser unique gold snowflakes on every new "Cold Moon" MoonSwatch, but there’s a catch—you'll only be able to buy one when it's snowing in Switzerland.FacebookXEmailSave StoryImage: Courtesy of SwatchCommentLoaderSave StorySave this storyCommentLoaderSave StorySave this storyFirst a confession: I own more MoonSwatches than I care to admit. Never let it be said that WIRED does not walk the walk when it comes to recommending products—Swatch has assiduously extracted a considerable amount of cash from me, all in $285 increments. This was no doubt the Swiss company’s dastardly plan all along, to lure us in, then, oh so gently, get watch fans hooked. The horological equivalent of boiling a frog. It’s worked, too—Swatch has, so far, netted hundreds of millions of dollars from MoonSwatch sales.But while I’ve been a fan of the Omega X Swatch mashup since we reported on exactly how the hugely lucrative collaboration came to be in the first place, I have never liked the iterative Moonshine Gold versions. Employing a sliver of Omega's exclusive 18K pale yellow gold alloy in marginally different ways on each design, they seemed almost cynical—a way of milking the MoonSwatch superfans on the hunt to complete the set.A hidden Snoopy message on the Cold Moon's dial is revealed under UV light.
Photograph: Courtesy of SwatchThe MoonSwatch comes with a rubber strap upgrade over the original launch models.
Photograph: Courtesy of SwatchNow, though, just when I thought I was done with MoonSwatch—having gone as far as to upgrade all of mine with official $45 color-matching rubber straps—Swatch has managed to ensnare me once again, and with a Moonshine Gold model: the new MoonSwatch Mission To Earthphase Moonshine Gold Cold Moon.Clumsy moniker aside, this version takes the all-white 2024 Snoopy model (WIRED's top pick of the entire collection), mixes it with the Earthphase MoonSwatches, and replaces the inferior original strap for a superior white and blue Swatch rubber velcro one. Aesthetically, it's definitely a win, but this is not the Cold Moon's party trick.On each $450 Cold Moon MoonSwatch, a snowflake is lasered onto its Moonshine Gold moon phase indicator—and, just like a real snowflake, Swatch claims each one will be completely unique. When you consider the volumes of MoonSwatches Swatch produces each year, this is no mean feat.The unique golden snowflakes appear on the moon phase dial of the Cold Moon.
Photograph: Courtesy of SwatchSuch an endeavour is reminiscent of the company's recently announced AI-DADA tool, which uses OpenAI tech to let you create a unique Swatch design using AI prompts, though sadly not on MoonSwatches yet. With the new Cold Moon and its individual snowflake designs, MoonSwatch owners will at least be able to get a little of that 1/1 feeling.Exactly how Swatch is managing this “bespoke” process is unclear. I asked Swatch to explain, but the company is, right now at least, unable to say, which is odd. Personally, I hope the individual snowflake generation may well use a version of the OpenAI AI-DADA platform, which would make sense. But until Swatch is prepared to say more this will have to remain conjecture.Swatch claims that every single Cold Moon MoonSwatch with feature a golden snowflake with an individual design so that “no two are the same.”
Photograph: Courtesy of SwatchPerhaps even more unique than its design, though, is how—or, more precisely, when—you'll be able to get your hands on one. Despite the fact you can now buy a small number of the MoonSwatch collection online, this new version is likely to be trickier to get a hold of, thanks to a somewhat idiosyncratic sales rollout.After being available worldwide at Swatch stores from December 4 until the northern hemisphere's last day of winter on March 20, 2026, the 42-mm Cold Moon will only become available to buy on days “when snow is falling in Switzerland.” This will, according to the Swatch bumf, ensure that “even countries that have never seen snowflakes will wait with excitement for the next snowfall.”So, it turns out this is yet another dastardly plan from Swatch, “encouraging” MoonSwatchers to track a Cold Moon down before winter's end, so as to not be reliant on monitoring Swiss snow reports to work out when future models will fall into stores.CommentsBack to topTriangleJeremy White is senior innovation editor at WIRED, overseeing gear coverage, with a focus on EVs and luxury. He also edits gear for the US and UK print editions. Prior to WIRED, he was a digital editor at the Financial Times and tech editor at Esquire in the UK. And ... Read MoreSenior innovation editorInstagramTopicsapparelwatchesluxuryShoppingRead MoreHow the Secret ‘Project Galileo’ Gave Rise to the MoonSwatchOmega and Swatch's timepiece isn't just a hype juggernaut. The collaboration has revolutionized materials, manufacturing, and more.20 Best Black Friday Tech Deals at Best BuyBest Buy is rolling out really great deals on some of our favorite tech that we've tested this year.Black Friday Is Always Confusing. Here Are Our TipsThe biggest retail event of the year has grown into an entire month of sales that ebb and flow. 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Swatch’s “Mission To Earthphase Moonshine Gold Cold Moon” represents a fascinating, and arguably convoluted, evolution of the wildly successful MoonSwatch line. Jeremy White, senior innovation editor at WIRED, approaches this latest iteration with a familiar blend of appreciation and critical assessment, noting his own considerable collection of the watches. The primary objective of this new model is to capitalize on the existing MoonSwatch fanbase by adding a layer of exclusivity and engagement – a strategy that, according to White, has demonstrably worked for Swatch.

Essentially, the “Mission To Earthphase Moonshine Gold Cold Moon” is a refined version of the existing 2024 Snoopy model, utilizing Swatch’s signature blending of Omega X technology and design elements. However, the watch’s core distinction – and the source of its perceived value – lies in the bespoke, individually-numbered snowflake laser-etched onto the moon phase indicator. This design element, reminiscent of a real snowflake, is intended to be unique to each watch, a feature that directly addresses the criticisms levelled against previous ‘Moonshine Gold’ iterations, which were perceived as cynical attempts to milk superfans.

The watch itself includes several key improvements. Firstly, it swaps out the original velcro strap for a superior white and blue Swatch rubber strap, upgrading the wearing experience. The 42-mm case size remains consistent with the core MoonSwatch design, ensuring familiarity for collectors. While the overall aesthetics are undeniably elegant, the true intrigue revolves around the creation and distribution of these individual snowflakes.

Swatch is implementing a highly unusual release strategy, inextricably linked to weather conditions in Switzerland. The “Cold Moon” watch will not be available for purchase until snow is actively falling in Switzerland, creating a significant element of anticipation and, for some, a logistical challenge. This strategy is intended to foster a deeper connection between Swatch and its loyal customer base, turning the act of seeking out a limited-edition MoonSwatch into an interactive experience.

The watch's production hinges on a “bespoke” process that remains somewhat opaque. White expresses a cautious interest in the potential use of OpenAI’s AI-DADA technology, which Swatch recently announced, to generate these unique snowflake designs. This highlights Swatch’s commitment to pushing the boundaries of innovation, even if the precise methodology remains undisclosed. The company’s reticence regarding the specifics of the snowflake generation process adds to the watch’s mystique.

The overall value proposition of the “Mission To Earthphase Moonshine Gold Cold Moon” depends heavily on the willingness of collectors to participate in Swatch’s ambitious, weather-dependent rollout. It’s a compelling example of Swatch using scarcity and an interactive release strategy to maintain momentum within its established product line. While potentially frustrating for consumers, this approach underscores Swatch’s continued ability to engage its fanbase through strategic, and occasionally eccentric, methods.