Story Highlight
– Haelixa launched DNA-based service to combat luxury counterfeiting.
– Counterfeit goods cost luxury sector $250 billion annually.
– Invisible DNA markers embedded during production ensure authenticity.
– Simple swab test verifies products within 30 minutes.
– Service integrates into manufacturing without affecting product quality.
Full Story
Haelixa, a deeptech enterprise based in Switzerland, has unveiled an innovative DNA-based Authenticity Service aimed at safeguarding luxury watches, jewellery, and leather goods from counterfeit activity.
The luxury sector faces substantial losses due to counterfeiting, with estimates suggesting that global fraud costs around $250 billion annually. The Swiss watch industry, in particular, struggles with a loss of nearly $1.88 billion each year. As counterfeiters develop increasingly sophisticated replicas, conventional methods, such as visual checks and paperwork verification, have proven inadequate.
The solution offered by Haelixa involves integrating a unique, nano-scale DNA marker into materials during manufacturing. This marker is both invisible and permanent, making it resistant to efforts to remove or replicate it. It remains with the product throughout its lifecycle, including during resale, repair, and returns.
To authenticate products, users can perform a straightforward swab and quantitative polymerase chain reaction (qPCR) test, which yields a definitive result in just 30 minutes. The system is intended for use by retailers, service centres, and brand protection teams, eliminating the need for specialized training.
Additionally, the compact testing devices enable brands to conduct on-site verifications of their products, significantly reducing the risk of fraudulent returns and the infiltration of counterfeit goods into legitimate supply chains.
Framing the DNA markers as part of a forensic infrastructure, rather than as a consumer-visible label, allows them to integrate seamlessly with digital tools, including NFC tags and Digital Product Passports.
Crucially, Haelixa’s process is designed to fit within existing manufacturing practices without compromising the quality or appearance of the products.
Established in 2016 as a spin-off from ETH Zurich, Haelixa has been providing traceability solutions for a variety of materials, including textiles, precious metals, and gemstones. With this latest offering, the company aims to enhance the luxury watch sector by providing brands with reliable scientific evidence of authenticity, thereby bolstering their long-term brand integrity.
