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

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Tim Alper

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Tim Alper

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Tim Alper is a British journalist and features writer who has worked at Cryptonews.com since 2018. He has written for media outlets such as the BBC, the Guardian, and Chosun Ilbo. He has also worked...

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June 26, 2023 06:54 EDT

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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.

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,

“As of mid-January 2021, the digital passport and all its benefits will be extended to previously produced Breitling watches.”

In a blog post, Arianee wrote that watch sales “include the product’s full history, from its purchase date, to any repairs, to potential resell and more.”

The blockchain company added that the solution provides “the option to remain anonymous and control your personal data, a necessary firewall in this day and age.”
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