Luxury watch maker Breitling issues digital certificates on the Ethereum blockchain

[BNA/LION]

"Breitling is partnering with Arianee to issue a new kind of certificates of authenticity for its luxury watches. Instead of relying on physical certificates, the watchmaker gives you a unique digital passport that certifies the origin of the watch.

Behind the scene, Arianee is using non-fungible tokens compliant with the Ethereum’s ERC-721 standard (remember CryptoKitties?). By using a blockchain-based solution, Breitling ensures that its digital passports remain future proof and can’t be altered — due to consensus mechanisms between nodes, nobody can connect to a centralized database, change some values or remove some data.

If you buy a Breitling watch, you get a guarantee card that you can scan. After downloading the Arianee wallet app on your phone, you can add your watch to your digital wallet. You can see the serial number and the activation date of the digital warranty"...

https://techcrunch.com/2020/10/15/lu...um-blockchain/

https://www.nasdaq.com/articles/brei...the-blockchain

[RW16610]

This is cool but I'm not sure how I feel about it, truthfully.

Being able to trace the origins etc is fantastic. However, I prefer to keep anything watch related as traditional as possible.

[greeneyedguy]

Anything that makes crypto go up in value makes me a wealthier man! Keep it up!

[1William]

My AD shared this information with me and I though why doesn't Breitling spend the money from this technology on better watches. A gimmick that makes the brand even less appealing than it already is. And I have owned several in the last few years. What is wrong with the card system?

[Fleetlord]

I think Breitling should focus on improving their brand image and desirability.

I don't think this is the path to achieving that.

[Ravager135]

Originally Posted by Fleetlord

I think Breitling should focus on improving their brand image and desirability.

I don't think this is the path to achieving that.

You don't think they've been doing that under Kern? Genuinely asking. I do not currently own a Breitling. I've owned a Navitimer in the past and really began to dislike the image and overall aesthetic of the brand in the late 2000s and early 2010s. I think this new Chronomat release, the scaled down sizes, are steps in the right direction. They aren't going full "heritage," but rather updating product lines that have vintage characteristics blended with modern changes. To be fair, I am not sure we needed the Endurance Pro. I think Breitling could have retooled the Colt or one of their other more entry level Professional models. I think the Navitimer changes have been really great.

I don't really feel one way or the other about a digital certificate.

[Ingvarr]

This looks not smart for marketing because all that digital trash is for poor people. So, steps like this downgrade the brand feel.

The only good way to save information is a paper. All that digital stuff doesn't last long.

[train-time]

Originally Posted by Fleetlord

I think Breitling should focus on improving their brand image and desirability.

I don't think this is the path to achieving that.

My feelings exactly! I was once a huge Breitling fan and collector. Don't own any at this time and I am not likely to buy one in the future.

[MoosicPa]

I might get excited about this.... once I find out what they are talking about.