DNA implanted into watches to stop fakes
Swiss physical traceability company Haelixa has introduced a forensic DNA Authenticity Service to try and combat widespread counterfeiting in the watch industry.
It embeds invisible, brand-specific nano-markers directly into watches, jewellery, and leather goods during production to provide permanent, physical proof of origin.
For speedy verification, a simple on-site swab and qPCR test provides a definitive binary result within 30 minutes.
The hope is that this technology will play a significant role in clamping down on fakes in the watch industry, with service centres and retailers able to verify authenticity during repairs, returns, and resale.
Patrick Strumpf, CEO of Haelixa, said: “By embedding DNA directly into the product, we provide brands with scientific proof they can trust throughout the entire product lifecycle and beyond.”
The company’s director of anti-counterfeiting and brand protection, Klemens Link, added: “Counterfeiting is no longer peripheral. It enters through everyday operations. A simple test gives brands, and their customers, a definitive answer in minutes and restores control at scale.”
Haelixa says that the Swiss watch industry is losing $1.88bn annually to sophisticated replicas, which begs the question of whether traditional paperwork is sufficient nowadays.
