Haelixa's DNA Technology Is Fighting Luxury Watch Fakes
Haelixa, a Swiss deeptech company, has introduced a new DNA-based Authenticity Service aimed at combating counterfeit luxury watches, jewelry, and leather goods. With the luxury sector losing an estimated $250 billion annually to counterfeit products, traditional methods of verification have become insufficient. Haelixa's innovative solution embeds a nano-sized, unique DNA marker into materials during production. This marker is invisible, permanent, and cannot be removed or copied, remaining with the product throughout its lifecycle, including resale and repairs. The authentication process is straightforward, utilizing a simple swab and qPCR test that provides results in just 30 minutes. This system allows retailers and brand protection teams to verify the authenticity of products without requiring specialized training. By integrating seamlessly into existing manufacturing workflows without compromising product quality, Haelixa offers luxury brands a scientific method to ensure authenticity and protect their long-term brand equity. This service builds on the company's expertise in providing traceability solutions for various materials, now specifically targeting the luxury watch market.
