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Breitling expands blockchain digital passports to all watches


Since mid-October, watchmaker Breitling has expanded Arianee blockchain digital passports to all its watches. In March, the Swiss company launched the technology with a pilot watch, Top Time. That initial success led to Breitling’s decision to become the first luxury watchmaker to offer blockchain technology on all its watches.

The digital passport can be accessed through scanning the owner’s electronic guarantee card and downloading the encrypted digital wallet, where the tool is stored. Its purpose is to act as a digital identity, allowing owners to prove the authenticity and legitimacy of possession. They can also initiate and track repairs, connect to Breitling’s digital warranty program, and access the watch’s data such as its serial number. 

The passport also includes a certificate of ownership that can be easily transferred in the case of resale without the need for any paper documents. Furthermore, Breitling plans to add a feature that would allow owners to extend warranty periods and subscribe to insurance for theft or loss. 

Breitling’s bet on blockchain will particularly enhance the watch ownership experience of collectors. Through the passport, collectors (or any customers) will no longer need to retain paper documents and can freely and anonymously consult with Breitling through an embedded chat feature. 

“We are empowering the customer not only through the watch on their wrist, but also with a digital passport in a secured digital wallet, always providing tailored suggestions throughout the ownership experience. Customer engagement is at the heart of everything we do,” said Antonio Carriero, Breitling’s CTO. 

Arianne’s blockchain open-source and decentralized protocol used in Breitling’s digital passport attaches a fixed digital identity unique to each product. The non-profit consortium founded in 2017 aims to “implement a global standard for the digital certification of luxury goods”. They have worked with several luxury goods manufacturers besides Breitling, including watchmaker Vacheron Constantin on a similar certification of ownership project. Arianne has recently partnered with IoT smart products company EVRYTHNG to develop an efficient traceability method and proof of authenticity of luxury products.