Breitling Unveils First "Fully Traceable" Watch
October 25, 22
(IDEX Online) - Breitling says its new $20,000 Super Chronomat Automatic 38 Origins is the first "fully traceable" watch.
The gold is sourced from a single artisanal mine, all the diamonds are from lab-grown supplier Fenix, and buyers get a blockchain-backed NFT as a guarantee of provenance.
Sourcemap, which provides transparency solutions for over 100,000 luxury goods companies, is verifying the entire chain of custody, from raw material to finished product.
Switzerland-based Breitling says watchmakers traditionally rely on thousands of suppliers to source precious materials such as gold and melee diamonds and struggle to verify material origin and root out the presence of illegal and unethical working conditions.
"We are committed to achieving positive social and environmental impacts along the value chain and enabling product integrity," said Aurelia Figueroa, the company's global head of sustainability.
"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."
Pic courtesy Breitling.