Arianee's Digital Product Passports for Luxury Goods
Sector: Secondary sector · Industry: Textile and clothing industry · Organisation: Arianee, Vacheron Constantin, Breitling, IWC Schaffhausen, Richemont · Maturity level: Production
Arianee creates digital product passports for luxury goods using blockchain technology to combat product counterfeiting and create transparency about origin and ownership history. Since 2018, over 1.7 million digital product passports and engagement tokens have been minted on the Arianee protocol. The system is already being used productively by well-known luxury brands including Audemars Piguet, Breitling, Panerai, Mugler and Moncler.
Documentation status
- Project status: Production
- Evidence: Evidence high
- Editorial review: Ufuk Avci, 15 April 2026
Description
Arianee was founded in 2018 in Paris and developed an open-source blockchain protocol for digital product passports of luxury goods. The protocol is publicly accessible and can be used by any luxury brand without vendor lock-in. Breitling was the first watch brand in 2020 to fully adopt Arianee.
The Arianee protocol: Each luxury product receives an NFT digital passport on the blockchain at purchase. The passport contains: serial number, product attributes (reference, vintage, materials), manufacturer’s certificate of authenticity, ownership chain on resale, maintenance history. Breitling Pilot (October 2020): All new Breitling watches receive a digital passport in the buyer’s blockchain certificate wallet — at its peak, 30% of all Breitling watches on the market had a digital passport (mentioned in previous SapientBlock data). Arianee announced the launch of its own Polygon CDK-based blockchain (Arianee Chain) for scalable mass adoption — with low transaction costs for millions of DPPs. ENS partnership: Ethereum Name Service enables human-readable addresses for Arianee passes. Moncler (fashion), IWC (watches) and Bal Harbour Shops (luxury mall) as further partners. EU relevance: The EU Digital Product Passport (DPP) will become gradually mandatory — Arianee positions itself as an NFT-based DPP infrastructure.
Perspectives
B2B — organisations perspective
Luxury brands can meet EU DPP requirements via Arianee with blockchain-secured NFT product passports — open source, no vendor lock-in, communication with customers also on the secondary market.
B2C — consumers perspective
Luxury buyers receive a counterfeit-proof digital proof of ownership with the Arianee Pass — when resold, the pass is transferred, with proof of authenticity and maintenance history preserved for life.
Employees perspective
Employees in production, quality control and customer service receive better tools for product tracking and authentication through the digital product passports. The system simplifies documentation of product information and enables quick and reliable responses to customer inquiries about product authenticity.
Benefits
General
- Blockchain technology makes it practically impossible to forge digital product certificates, thereby greatly enhancing trust in product authenticity.
- Brands can develop new business models in the secondary market through seamless documentation of product history and generate additional revenue.
- Integration with existing enterprise systems enables seamless incorporation into established business processes without major changes.
B2B — organisations
- Companies can protect their brand integrity by significantly reducing product counterfeiting and minimise revenue losses from counterfeit products.
B2C — consumers
- Customers can verify the authenticity of their luxury goods anytime and anywhere and gain access to exclusive digital services and product information.
Employees
- Employees receive precise digital tools for product tracking that reduce manual documentation efforts and increase work efficiency.
Challenges
General
- Integrating complex blockchain technology into existing enterprise systems requires specialised professionals and can be time-consuming.
- Acceptance of the new technology by customers and retailers is crucial for success and requires comprehensive education and training measures.
B2B — organisations
- Companies must make significant investments in new IT infrastructure and blockchain expertise without the return on investment being quantifiable in advance.
Employees
- Employees must learn new technical skills in handling blockchain technology, which requires training effort and adaptation time.
Technology foundation
Arianee uses its own proof-of-authority Ethereum-based blockchain, which is EVM-compatible and operates on various Ethereum standards. The protocol uses the ARIA20 token as a core component for advanced features and is currently developing a dedicated Layer-2 blockchain based on the Polygon Chain Development Kit with zero-knowledge technology.
Implementation examples
Audemars Piguet Digital Product Authentication
Audemars Piguet wanted to protect their brand from increasing product counterfeiting while simultaneously offering their customers an innovative digital service. The blockchain-based solution was intended to strengthen trust in product authenticity and create new opportunities for customer loyalty.
Audemars Piguet uses the Arianee protocol to create digital product passports for their luxury watches.
The Swiss luxury watchmaker Audemars Piguet implemented the Arianee protocol to create digital product passports for their high-end watches. These digital certificates document the authenticity, origin, and technical specifications of each watch on the blockchain. Customers receive access to a digital product passport upon purchase, which serves as an immutable proof of ownership and enables additional services such as digital warranties and maintenance history.
The company addressed the issue of product counterfeiting in the luxury watch market and the difficulty of verifying the authenticity of watches on the secondary market. Additionally, the company wanted to offer innovative digital services to differentiate itself from competitors.
Tags
Product authenticity, Digital certificates, Counterfeit protection, Luxury goods, Transparency