Smartwatches have seamlessly melded functionality and technology, but luxury brand Breitling changed the way of things. The brand has revealed its first-ever traceable watch as part of the brand’s mission to become more sustainable. Introduced the Super Chronomat Automatic 38 Origins as its first first-ever fully traceable watch. Breitling’s traceable watch means that owners are encouraged to actively engage with information about the origins of the raw materials used to create the watches. This watch features small-scale gold and lab-grown diamonds. These precious materials are traceable from their origins all the way to the watch on your wrist—and detailed in a record that comes with your watch in a blockchain-backed NFT.
In collaboration with Sourcemap, a global provider of supply chain transparency and traceability software, Breitling transparency solution independently verifies the entire chain of custody, from raw material to finished product, to guarantee social and environmental impact at every level for Breitling customers.
“At Breitling, we are committed to achieving positive social and environmental impacts along the value chain and enabling product integrity,” said Aurelia Figueroa, Global Head of Sustainability at Breitling. “That’s why we engage closely with our suppliers and work with partners like Sourcemap to bring a new level of transparency into how our watches are made.”
Amping up the traceability factor, Breitling takes its traceability initiatives to the next level in partnership with Sourcemap, and Arianee, the leading web3 consumer engagement platform for brands. Thanks to Sourcemap’s first-of-its-kind supply chain mapping technology and Arianee’s web3 consumer engagement platform, Breitling customers can now obtain proof of provenance for the gems and precious metals of their watches.
The combination of Sourcemap’s verified raw material-to-consumer traceability technology and Arianee’s enriched and dynamic NFTs ensures products like the Breitling Super Chronomat Automatic 38 Origins are guaranteed to be authentic and made with ethically mined precious metals and sustainable manufacturing processes. Arianee’s enriched NFTs also allow consumers to access a digital passport of their product, which they can use to prove ownership and acquire repair services. In addition, it allows brands to manage their product lifecycle while maintaining a direct link with the current owner and give them access to exclusive experiences and a new generation of loyalty programs.
“With #SQUADONAMISSION TO DO BETTER, Breitling is on a mission to achieve product traceability and transparency while enabling social and environmental impact throughout the entire supply chain, beginning with responsibly sourced artisanal gold and laboratory It is made of diamonds. Our collaboration with Sourcemap and Arianee is helping us reach this goal,” said Aurelia Figueroa, Breitling’s Global Head of Sustainability.