Swatch making you apply to get a Moonswatch

Yeah with only 1969 pieces and a 33 questionaire answered correctly and a jury selecting the winners from those there's more chance to get struck by lightning.

I started, just for S&G, then gave up, it's inane.

Well, I do like it. Both the watch and the ESTA procedure.

Not just because it's a funny caricature of actual border procedures, but much more so because it is at least an elaborate attempt to avoid queues of flippers ending up having fights. As you may or may not know, many Swatch stores including major flag ships have not had any stock of these since the launch spun out of control a while back. Perhaps this is a precursor to how the Swatch group looks to deal with the Royal Pop relaunch in the future.

And yeah, it also helps Swatch group acquire a lot more first party customer data. Valuable data to any brand, with Swatch not being an exception, of course!