Breitling launches a blockchain-based digital passport for all its new watches, integrated by Dentsu Tracking

Oct 16, 2020

Breitling has announced that all new watches will now come with a blockchain-based digital passport, following the pilot project for their Top Time watch series. This new feature brings a unique customer experience and security, and access to a future customer service sphere that is unmatched in the luxury world. The technology has been integrated by Dentsu Tracking, a brand of Dentsu International, and available for all watches produced after October 13th, 2020.

At the front-end, the solution involves a digital passport safely stored in the blockchain (secured by the Arianee protocol) to create a digital twin of the physical product. In just one scan and one click, Breitling owners will gain access to their digital passport and to the digital ecosystem to manage their watch across its lifetime, from ownership, to repairs, service, and future loss or theft insurance. The global launch will include an automated process matching each serialized watch to the unique guarantee card and digital identity as soon as the watch is produced.

On the back end, the digital passport offers a secure, fixed digital identity, which connects to Breitling’s digital warranty program (powered by Dentsu Tracking) allowing the customers to access various customer service features throughout the watch lifetime. For example, customers can initiate and track any repair services, can extend the e-warranty, or can transfer their ownership in case of a future re-sale or gift. The current service is enabled in 11 languages.

The platform also allows anonymized Clienteling, connecting back to the retail and sales ecosystem. Better data is driven by real-time sales insights, better stock and forecasts, and an enhanced brand and customer experience. With this global launch, Breitling’s has set a new milestone for the luxury retail sector.

Georges Kern, Breitling CEO announced the launch in a press release earlier this week.

“The successful launch of the Top Time last March underlined how many benefits Breitling owners could get through a sustained relationship with the brand. This is why, as of today, we are offering the Breitling digital passport with every new Breitling watch without exception! By offering a comprehensive range of innovative services for their watches, we are concretely providing our clients with the inclusivity that characterizes our belief and approach at Breitling. Stay tuned as we are about to announce another significant change for our clients, again increasing the value of our watches”.

Philippe Castella, Managing Director of Dentsu Tracking said:

“With this launch Breitling has really transformed how it uses data across customers and the brand. The brand has set an extraordinary vision for digital transformation, whilst respecting client privacy and anonymity. The new digital warranty system will be a powerful differentiator in the total client experience and marks a new path for traceability and tracking across a total product lifetime”.

Nicolas Mordacq, Business Manager of Dentsu Tracking said:

“Our vision is to unlock the power of product data across the product lifecycle. This transparent digital ecosystem is secure and innovative. It brings true value to Breitling clients, creating a secure relationship based on stress-free product management, better product care, and options for second-hand re-selling and gifting”.

Video credit: Breitling ©


Dentsu Tracking is a global leader in digital supply chain control solutions, allowing governments to get maximum visibility and control over highly regulated product markets. The solutions implemented by Dentsu Tracking are a proven international reference in fighting illicit trade and optimising tax collection. Dentsu Tracking is headquartered in Geneva, Switzerland, and a company of Dentsu International, which is a global leader in the digital economy with $9 billion turnover and registered on the Tokyo Stock Exchange.

For further information please contact:

Media / Press Contact
Dentsu Tracking, Geneva.