Michele Lo Forte, Digital Product Manager, Breitling
Breitling owner club on the blockchain
Breitling learns from their broad user base. Clients may only own 3 watches in their lifetime.
Today watches are linked to a NFT. The former paper certification is now digitized on the blockchain.
Breitling only believes in the value of their watches. The value of the NFT is the value of the watch.
The blockchain has now become the main pillar for Breitling’s customer journey, from prospects without account to light account users to collectors.
Traceability enables transparency and trust
Even anonymous prospects can be reached via the blockchain, despite the missing account.
With blockcahin and Web3, luxury brands have a unique opportunity to link back digital with the essence of the product uniqueness and the luxury paradigm of scarcity.
The traceability is enriched massively compared to the previous process, when only the sale was actually traceable.
This enables an elevated transparency, e.g. on the origin of the gold that is built into the watch.
Breitling doesn’t offer a marketplace for used watches. But, they offer a website where you register your watch and its NFT for trusted pricing and trading.