Haelixa’s forensic authentication technology reaches the pages of Switzerland’s leading business magazine.
Haelixa is featured in the latest edition of BILANZ. Published since 1977, BILANZ is Switzerland’s foremost business magazine, a reference for the country’s corporate and financial leadership. Its coverage of ProofDNA™ places physical authentication squarely in the business conversation of the luxury industry.
Under the headline “DNA statt Zertifikat”, DNA instead of certificates, the article addresses a problem the luxury sector knows intimately. Luxury is built on trust, and that trust is under growing pressure as counterfeits improve. So-called superclones have become nearly impossible to identify, even for specialists. Citing OECD figures, BILANZ notes that the Swiss watch industry alone loses around 1.88 billion dollars each year to product piracy.
The core of the piece is why existing authentication tools fall short.
“Certificates are forged, serial numbers copied. Even blockchain or NFC do not prove the authenticity of a watch, because they are not physically connected to it.”
Klemens Link, Director Anti-Counterfeiting and Brand Protection at Haelixa
This is the gap ProofDNA™ closes. A brand-specific DNA signature bonds inseparably with the product, whether a watch, a piece of jewellery or a bag. The markers are invisible, harmless and built to be resistant, and they remain verifiable throughout the product’s lifecycle, through sale, resale and servicing. A PCR test then establishes beyond doubt whether the item is genuine, and the brand retains full control of its DNA code at all times.
BILANZ frames the potential plainly: manufacturers gain a forgery-proof way to demonstrate authenticity, something certificates and digital records alone have never been able to deliver.
The feature reflects a shift Haelixa has observed across the industry. The anti-counterfeiting conversation is moving from documentation that accompanies a product to evidence that lives within it. Paper and digital records describe an object. A DNA marker is part of it.
To learn how ProofDNA™ protects watches, jewellery and other luxury goods, get in touch with the team or visit the ProofDNA™ page.