Dentsu Tracking works with Breitling to offer a digital warranty solution for the ‘Top Time’ Limited Edition

Apr 8, 2020

Breitling has partnered with Dentsu Tracking (a brand of Dentsu Aegis Network) for a digital warranty solution that is being offered with the Breitling ‘Top Time’ Limited Edition watch collection. The series launched on March 26, 2020 for key markets including the USA, United Kingdom, Switzerland, and China.

This solution ensures the legacy value of each watch by providing a full history of ownership and a guarantee of product authenticity (hereby mitigating the impact of counterfeits and fake products).

Dentsu Tracking’s digital warranty solution

Each watch in the ‘Top Time’ limited collection is linked to a warranty card that is validated by Sales Agents (online or in store) and then downloaded by the customer to an encrypted private wallet. Each warranty card contains a unique and secured QR code allowing the consumer to retrieve product and warranty information, and to claim their digital Certificate of Ownership.

In this way the digital warranty acts as a digital identity card tracing the history of the watch, including the original purchase, any maintenance and service events. Users also benefit from an easy process for future transfer of ownership, to prove the authenticity of the item. The current and future owners of each watch will be able to engage one-on-one with Breitling, and with full anonymity.

Antonio Carriero, Breitling CTO & CDO, said:

For the Breitling Top Time Limited Edition, we reinvented the well-known Breitling Warranty system and linked it to a blockchain-based digital passport, which confirms the authenticity and ownership of the watch with a single click. As an enhancement of the AIT solution of Dentsu / IsobarArianee Blockchain will bring Transparency, Traceability, Tradeability for Breitling customers.
It also allows anonymized Clienteling leveraging Salesforce Worldwide and WeChat in China. Better data, better forecasts, better allocation and better customer engagement”.

Proprietary technologies enhanced by blockchain

The digital warranty solution is provided by Dentsu Tracking Retail Insights™, a business tool that captures sell-out and inventory data to give full visibility over sales and distribution channels. The user-friendly dashboard also helps provide sales insights in response to programmatic marketing and campaigns.

Each watch is recognizable by a unique serial number matching its blockchain-based digital certificate, powered by the Arianee blockchain. Dentsu Tracking has been a member of the Paris-based blockchain consortium since the end of 2019.

With this proof of authenticity and care, customers can track their items and maintain the legacy value over time. This step opens the way for the circular economy giving a guarantee of authenticity for second-hand markets (Certified Pre-Owned products).

End-to-end integration provided by the Dentsu network

With this innovation Breitling has set a new standard for authenticity and digital product ownership and Dentsu Tracking is proud to help lead this innovation. Partner agencies in the Dentsu network, including Isobar, are providing complementary solutions for CRM, Salesforce, and Campaign Marketing. For Breitling this means an end-to-end solution, managed, and integrated by the Dentsu network.  

Driving digital transformation beyond luxury 

In addition to this solution for the luxury industry, Dentsu Tracking is also operating a mass-market solution for supply-chain visibility and traceability in the FMCG industry (tracking more than 150 billion annual events). These solutions are a step towards a future paradigm where every product is tracked, traced, and digital.

Links: For further information about the Breitling Top Time collection, please refer to the Breitling website and related news at the link below:


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.