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Breitling: Large-scale token-based digital product passports

Breitling has integrated within its IT system the Arianee SaaS Platform to create & distribute digital product passports of their watches at scale.


Brand description

Breitling is a luxury Swiss watch brand that was founded in 1884 by Leon Breitling. The company is known for its high-precision timepieces and innovative features, such as chronographs and automatic winding movements. Breitling watches are popular among aviation enthusiasts due to their association with flight and their use by pilots. The brand offers a wide range of styles, from sporty and functional to elegant and sophisticated, with a focus on quality and reliability. With a commitment to traditional Swiss watchmaking techniques, Breitling continues to be a leader in the luxury timepiece market.

Brand goals

  • To transform customer relationships by offering a comprehensive customer service platform built around its watches, with an anonymous access mode enabled.
  • To ensure the authenticity of each product and provide a unique digital identity for every watch.
  • To control personal data and ensure privacy while maintaining an innovative and symbiotic brand-customer relationship in the luxury industry.


Since 2020, Breitling has transformed the industry by offering its customers a new and innovative digital ecosystem built around its watches. By partnering with Arianee, Breitling has ensured that all of its watches come with a digital passport powered by blockchain technology, providing digital security and proof of ownership. This digital passport connects to Breitling's digital warranty program, allowing customers to initiate and track repairs and soon to extend the warranty period and subscribe to insurance for theft or loss. With Arianee's protocol, customers have the ability to control their personal data and remain anonymous.

In 2022, Breitling took its customer engagement to the next level by releasing its first-ever traceable watch, The Super Chronomat Automatic 38 Origins. Each owner of the watch has access to fully transparent information about their watch, including its raw materials, verified by Sourcemap, and stored in the Arianee enriched NFT.

Hear it from Antonio Carriero - CTO and CDO at Breitling:

Download the full Case Study here.

Customer Benefit(s)

  • Customers have the option to access the NFT features from the Arianee mobile wallet app or the web wallet accessible within the Breitling web account.
  • Watch owners have access to essential information, repair tracking guarantees, and insurance for theft or loss.
  • Customers have the ability to control their personal data and remain anonymous while enjoying an innovative brand-customer relationship.
  • The digital passport ensures the authenticity of each product and provides a unique digital identity for every watch.
  • With the traceable watch, customers have access to fully transparent information about their timepiece, including its raw materials and verified by Sourcemap.


Three months POC

Six months for all watches to have an NFT

6 months for Web-wallet integration/deployment