WISekey to present its unique patented anti counterfeiting technology at the Salon International de la Haute Horlogerie in Geneva.

WISekey to present is unique patented anti counterfeiting technology at the Salon International de la Haute Horlogerie in Geneva.

WISekey to present is unique patented anti counterfeiting technology at SIHH its 20th exhibition, the Salon International de la Haute Horlogerie (SIHH) will be held in Geneva from January 18th to 22nd 2010.

Every product made by a luxury goods manufacturer – a watch, handbag, piece of jewellery, etc. – would be accompanied and sold with a smart device, such as a SmartCard, containing the encrypted full details of the product, ie registration number, bar code, date and place of manufacture, etc. Manufacturers, sales outlets and purchasers would then be able to use the SmartCard to verify instantly via the Internet the authenticity of the product using WISeKey-developed technology – namely, WISeAuthentic©.

“The technology,” explains Carlos Moreira, WISeKey CEO, “is based on digital identification encrypted in each product’s SmartCard. What we provide is the service by which the smart device can be used to access the manufacturer’s website and gain access to a special area of the website where the product can be identified as part of the company’s inventory. If the encrypted information on the device is not recognized, access to the website’s special area is denied.”

The technology is virtually fail-safe, as the encrypted digital information within the SmartCard’s chip is impossible to replicate and will remain so for the foreseeable future, according to analysts, mathematicians and academic experts who participated in the development of WISeKey’s technology.

WISeKey developed its WISeAuthentic solution to this with a world-first launch at BaselWorld 2009 (the watch industry’s global premium event). Essentially, it enables the purchaser of a Hublot watch to validate the authenticity of the watch online as well as access the Hublot Certified Owners Club, where unique privileges are available to its members.

WISeKey is now expanding the application of WISeAuthentic to many other luxury brands and expects its patented technology to become a standard in the avoidance of counterfeit luxury goods globally.

“Counterfeiting represents approximately five to seven percent of all world trade,” said Carlos Moreira, CEO of WISekey. “Therefore, with the luxury brand industries estimated to reach one trillion dollars (US) by 2010, these companies need a solution that will prove authenticity. We are pleased that Hublot saw the value in WISeAuthentic and look forward to helping them, and others, in the fight against counterfeiting.”

As a trusted and secure platform, WISeAuthentic will be used by the purchaser to access an encrypted area of Hublot’s Website where the watch can be definitively identified as part of Hublot’s inventory. Each smartcard that is given at the time of purchase, in addition to its Certificate of Origin, is unique to each watch and contains full details of the product including registration number, barcode, place where it was manufactured, among other details. If the encrypted information on the watch, does not match that of the WISeAuthentic smartcard, access will be denied.