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Breitling becomes first luxury watch brand to offer digital passports based on the Blockchain for all its watches

Breitling becomes first luxury watch brand to offer digital passports based on the Blockchain for all its watches

Since yesterday, Tuesday, October 13, 2020, each Breitling watch has a private and unique digital passport, securely linked to its watch.


Scanning the electronic guarantee card with a smartphone camera allows the download of a private and encrypted digital wallet in which the passport is securely stored. The passport contains all the details of the watch, including its serial number, and is time-stamped with an event representing the date of warranty activation on the date of purchase. Only accessible to the owner through the wallet, this passport includes a transfer function that allows the owner to transfer the rightful ownership of the watch to the new owner.


Georges KERN, CEO of Breitling states: “The successful launch of the Top Time in March this year showed the many benefits that Breitling owners can derive from a long-term relationship with the brand. This is why, as of today, we are offering the Breitling digital passport with every new Breitling watch, without exception! By offering all the innovative services for their watches, we are concretely offering our customers the inclusiveness that characterizes our conviction and approach at Breitling. »


This innovative service offers a new added value to Breitling watch owners by eliminating the need for a physical certificate of authenticity. In addition, it allows the transfer of the warranty with the certificate in case of resale. With this digital passport based on the blockchain, collectors no longer need to keep paper documents and can exchange with the brand as they wish, in complete anonymity thanks to a messaging functionality.


Antonio Carriero, CDO and CTO of Breitling said: “Here we are making a real change in the industry: we allow the customer to have a watch on his wrist and a digital passport in a secure digital wallet, always providing him with the right suggestions throughout his ownership experience. Customer engagement is at the heart of everything we do. It therefore goes without saying that we will continually provide additional services to Breitling owners, with absolute security and total respect for privacy. This is truly what brand innovation in 2020 should be all about: transforming the relationship with our customers. »


The ability for owners to prove in digital space that they are the rightful owners of a Breitling watch opens up unprecedented opportunities to enhance their experience as collectors of the brand’s watches: repairs are recorded in the certificate and time-stamped in the block, while innovative services such as loss or theft insurance or guaranteed resale will quickly enrich the brand’s experience.


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Pierre-Nicolas Hurstel, co-founder and CEO of Arianee explains: “Our ambition is to enable Breitling to develop a service economy and to transform their customer relationships in a respectful way by offering a circular model around their products. The fact that the Arianee protocol is completely decentralized makes it possible to envisage the emergence of an open source technology, free and at the service of its users, which will not reproduce the flaws of large centralized systems that have such a negative impact on our everyday lives“.





Featured photo: © Breitling

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