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. It’s worked, too—Swatch has, so far, netted hundreds of millions of dollars from MoonSwatch sales. Photograph: Courtesy of Swatch The MoonSwatch comes with a rubber strap upgrade over the original launch models. On each $450 Cold Moon MoonSwatch, a snowflake is lasered onto its Moonshine Gold moon phase indicator—and, just like real snowflakes, Swatch claims each one will be unique. When you consider the volumes of MoonSwatches Swatch produces each year, this is no mean feat.