Breitling Boards the Blockchain Bus with ‘Digital Passport’ on Ethereum


Luxury watchmaker Breitling has taken the blockchain plunge, teaming up with blockchain firm Arianee to create what it has called “digital passports” for its products – calling the development a “game-changer for watch ownership.”

Arianee makes use of a non-fungible token (NFT) solution built on the Ethereum (ETH) blockchain network. Its NFTs can be used to identify individual watches, confirming an owner’s identity using a QR code that comes with new Breitling timepieces.

Breitling first began its Arianee partnership in March this year, releasing a product named the Top Time Limited Edition, featuring a “proof-of-authority” consensus protocol solution.

However, it appears the watchmaker has now decided to go the whole hog, taking to Twitter to announce that “all” of its watches will now be provided with blockchain passports – including older models.

A blockchain innovation to further empower customers. As of now, all new #Breitling watches are equipped with…

— Breitling (@Breitling)

The firm has also added a “blockchain” menu to its website, where it claims that the partnership will also allow customers to sell their watches and register the change of ownership on the Ethereum network.

Breitling said its passport would let users “transfer your current ownership to the new owner of your watch via a simple and secured blockchain transaction.”

The company wrote,

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