H. Moser & Cie. just announced the introduction of a new immersive luxury experience for its customers, including blockchain watch authentication, digital assets and its own dedicated metaverse space, alongside with a limited edition watch, the Endeavour Centre Seconds Genesis.
The NFT craze roars on, despite the ‘turbulent’ times – to say the least – in the crypto world. Almost every brand’s – in the last few years even luxury brands’ – interest continues to grow in investment in NFT, and blockchain technology in any shape or form. The nature of NFTs (non-fungible tokens) makes them suited for applications in the luxury goods industry, for example they can be used to assure authenticity. There is more and more academic and business research on the vulnerabilities within the NFT industry and initiatives to establish the legal, technical or even ethical background to use them even more safely. NFTs can be also applied to activate different users’ experiences such as gamification, storytelling, community building, co-creation and co-design with many creators or reward users – either way, the NFT marketing has to be coupled with existing luxury brand marketing strategies properly.
We covered a few initial projects in the luxury sector in 2019 – please find the article here.
H. Moser & Cie. decided to take a holistic approach – it has developed a complete ecosystem that offers blockchain product authentication for enhanced multi-level security and transparency, exclusive privileges enabled by digital assets ownership, and a metaverse space intended to both showcase its products and benefit its customers.
This large-scale project is multi-layered and mixes physical, digital and virtual dimensions and it requires well established partners. Deloitte Consulting Switzerland has mobilized key technological and industry leaders to empower H. Moser & Cie. to reimagine the future of luxury watches. In 2021, Prada, LVMH, and Cartier teamed up to create the Aura Blockchain Consortium – H. Moser & Cie. is also working with them now, alongside other partners. Zurich Switzerland is here to insure the physical product and digital assets for this brand-new hybrid product; Crossmint for custody of tokens in a wallet accessible for the first time via a dedicated application; and Salesforce, making H. Moser & Cie. one of the first global customers across all industries to benefit from its Web 3.0 management suite.
App to a new Moser ‘universe’
A dedicated app allows watch authentication through blockchain technology, provided by Aura Blockchain Consortium. Through Aura SaaS, customers can access complete traceability and transparency throughout the product’s lifecycle from certification, warranty, insurance and further customer services. This authentication will eventually be introduced for all Moser watches via the warranty card that is included with each model. Non-speculative digital assets have also been created in the form of NFTs including digital artworks, in particular short ’time capsule’ videos promoting the product and the watchmakers behind it, ultimately sealing forever on the blockchain the moment each watch has completed production.
Alongside this, H. Moser & Cie. has developed an immersive metaverse experience inviting customers to step into a new Moser universe supported by a mix of tradition and the latest technologies.
Endeavour Centre Seconds Genesis
The new Endeavour Centre Seconds Genesis (or 01100111 01100101 01101110 01100101 01110011 01101001 01110011 in binary code) is a concept watch available as a limited edition of 50 pieces; this timepiece incorporates aesthetic codes from the virtual to the tangible: its 3D-printed titanium crown and bezel appear pixelated and are perfectly paired with the watch’s micro-blasted steel case.
This is the first piece in an exclusive triptych which will give each owner access to the next two pieces. Each Genesis timepiece bears a unique QR code engraved on its sapphire crystal that allows the authentication of the watch ownership. It also offers its owner privileged access to the entire dedicated digital and virtual ecosystem, in particular giving them priority to purchase certain future limited editions, membership of the Moser community, and exclusive invitations to brand launch events, and more. Both the Genesis timepiece and the associated digital assets will benefit from an unrivalled insurance service.
Moreover, H. Moser & Cie. recently started accepting direct payment in crypto-currency.
Edouard Meylan CEO and Owner at H. Moser & Cie. explains the whole concept and the new era for Moser here.
Source: press release. Photo credits: H. Moser & Cie.
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