Three Forces Converging: Why Digital Product Passports Are No Longer Optional
Jan 6, 2026
7 min read
In Part 1, we examined the science: NFC cannot magnetize watch movements. The physics is settled. The evidence is conclusive.
Now, the strategic question: Why implement Digital Product Passports at all?
Three powerful forces are converging to make Digital Product Passports (DPP) not just beneficial—but essential—for luxury watch brands:
Regulatory Compliance: The EU DPP mandate goes into effect 2026-2027. Compliance isn't optional.
Industry Momentum: Major luxury brands like Breitling, Panerai, and Bulgari have already deployed blockchain-backed passports to millions of watches.
Customer Expectations: Your clients expect transparency and direct digital engagement.
These aren't separate trends. They are reinforcing forces creating a narrow window for strategic action. This isn't about technology for technology's sake. This is about regulatory compliance, competitive positioning, and customer relationships in an industry where digital authentication is rapidly becoming the norm.
The Regulatory Clock Is Ticking
This isn't a distant future scenario. The EU Digital Product Passport (DPP) mandate is law. Implementation is approaching rapidly. Watches without compliant DPPs cannot be sold in EU markets after the enforcement date.
Major Luxury Brands Are Already Implementing
Digital Product Passports aren't hypothetical. While you're evaluating, industry leaders have already deployed them to millions of products.
The industry shows three distinct, proven DPP approaches. All are compliant, all are safe, and all are in use today.
Three Implementation Approaches
You don't need to invent strategies. The industry has already proven three models. Your decision is which proven model fits your brand.
Why Act Now? The Positioning Curve
You have a choice: Implement DPP because regulators require it (reactive), or implement because it positions you as a leader (strategic).
Let's Discuss Your Positioning
The science is settled. The industry has proven it works. The clock is ticking. We can help you evaluate Breitling's card model vs. SevenFriday's NFC approach for your specific brand.