From October 13, 2020, all new Breitling watches will be delivered with a blockchain-based digital passport, secured by Arianee technology, to ensure their authenticity and seamless accessibility.
Breitling is the first luxury watch brand to extend digital blockchain technology to all of its watches.
The digital passport is automatically connected to Breitling’s digital warranty program powered by Dentsu Tracking, and it also allows owners to initiate and track any repairs to the watch, and soon to extend the warranty period and subscribe to an insurance for theft or loss.
At the heart of Breitling’s vision lies the possibility for watch owners to control their personal data and to remain anonymous, without missing out on an innovative and symbiotic brand–customer relationship in the luxury industry.
The protocol developed by Arianee offers a fixed digital identity that is unique to each product, with blockchain technology ensuring airtight security and privacy.
From October 13, 2020, each new Breitling watch includes a private and unique digital passport.
This innovative new feature enhances watch ownership, as owners now no longer need to present a physical certificate of authenticity for their Breitling watches. Furthermore, watch owners can safely and securely transfer this certificate in case of resale. With this blockchain-based digital passport, luxury watch collectors no longer need to retain paper documents, and instead can freely consult with Breitling more efficiently and anonymously thanks to an embedded chat feature.
Through this novel way of proving ownership of luxury watches through digital means, Breitling’s customers can, for the first time, experience a new way to collect watches. Repairs are registered in the certificate with a timestamp in the blockchain, upcoming insurance services are more reactive to issues like loss or theft, and resale warranties enhance the brand experience.