Rolex is preparing a digital identity system for its watches, in an attempt to combat the growing number of luxury item thefts. The Swiss brand intends to implement a system that allows tracking and verifying the authenticity of each watch, making it more difficult to sell stolen pieces in the secondary market.
Rolex watches have become an increasingly attractive target for specialized luxury item theft groups. The high demand and high value of watches make them easy products to move on the black market.
In Portugal, only in recent weeks several violent robberies involving watches from the brand have been reported. These incidents have alerted authorities and luxury watch owners to the need for greater security measures.
The digital identity could function as an electronic certificate associated with each watch, allowing buyers to verify its provenance and authenticity. This measure comes at a time when the luxury watch market faces growing challenges related to counterfeiting and theft.
