WISeKey: Hublot renews a contract with WISeKey for State-of-the-Art digital Protection for their Iconic Watches against

 WISeKey: Hublot renews a contract with WISeKey for State-of-the-Art digital           Protection for their Iconic Watches against counterfeiting  Hublot renews a contract with WISeKey for State-of-the-Art digital Protection                for their Iconic Watches against counterfeiting  Geneva, 30 January  2014 -  WISeKey announced today  that it  has renewed  its  contract with  the Swiss  luxury watchmaker  Hublot. The  collaboration  with  WISeKey  launched  in  2009,  has  made  Hublot  a  leader  in  the  field  of  identification and authenticity protection.  All Hublot watches are  protected  by WISeAuthentic®,  the authenticity  certification  system based  on  WISeKey  technology, and the  69 Hublot  boutiques and 750  points of  sale across  the  world are equipped with the system for activating and reading this new digital certificate. It also led  to the creation of  "Hublotista", an exclusive  club  which connect together all the Hublot watches owners worldwide.  The Hublotista  chip card  and reader  that act  as the  watch's passport  are  provided in every watch box. The first authentication operation is carried out by Hublot when the Hublotista chip card is embossed and placed with its reader in the box housing the watch. In the boutique, when the customer has  selected  a model, the seller is identified by the system as one of the brand's approved retailer, using  their  own  card  which  connects  directly  to  the  brand's  headquarters in Switzerland. The retailer then connects the "Hublotista"  card  which comes with the watch, activating the international warranty in front  of  the customer. Using the device provided during purchase (reader and card), the owner of a Hublot watch can  check its authenticity and serial number  online,  consult  the   instructions  and   also   register  at   the  same   time   on  "Hublostista.com", the club exclusively reserved for owners of Hublot watches.  Last week  Jean-Claude Biver  spoke  at the  World  Economic Forum  in  Davos,  Switzerland. Biver, who is the Chairman of Hublot and was recently named  Head  of the Watches Division of the LVMH  Group, took the occasion of his  presence  in Davos to announce  the extension of the  collaboration between WISeKey  and  Hublot. Biver, on the  topic of Hublotista, commented,  "We have been able  to  achieve a  very  high level  of  protection for  our  products thanks  to  the  introduction of this electronic system, and I am delighted to be able to  make  a contribution to the fight against counterfeiting, which cannot be  tolerated  by our industry  as a  whole. Both  our points of  sale and  owners of  Hublot  watches can use the chip card and reader to immediately check the authenticity of a watch via the internet. This combination provides a secure solution which is impossible to reproduce, at only a minute fraction of the cost incurred  by  counterfeits. The option of linking this system protecting our customers  with  a platform dedicated  to them  was an  obvious step.  Discussing, learning  to  better understand them and ourselves. their relationship with the  watchmaking  world, aesthetics, technology and tradition, their expectations. to be  better  able to astound them, this club is  our very own space, creating a direct  and  transparent relationship between Hublot and our  end customers and, I hope,  a  link encouraging genuine friendship and trust."  "Counterfeiting is a major issue for our society. It currently represents five to seven percent  of all  world trade and  is increasing  daily," said  Carlos  Moreira, CEO of WISeKey. "With the value of luxury brands estimated at several trillion  of  dollars  (USD),  brands  need  a  reliable  solution  to   prove  authenticity. We are pleased that WISeKey technology is playing an active role in the fight against counterfeiting."  Carlos Moreira is  also a  member of the  World Economic  Forum Global  Agenda  Council on  Illicit  Trade  &  Organized Crime  working  with  world  experts,  governments and  agencies to  eradicate illicit  trade which  involves  money,  goods or  value  gained  from  illegal  and  generally  unethical  activities,  including  human  trafficking,  environmental  crime,  intellectual   property  infringements, smuggling of excisable goods, drug trade and illicit  financial  flow.  WISeKey announced earlier in December 2013 that the Swiss Patent and Trademark Office issued a  patent for  this technology  now extended  for the  company's  verification and  authentication  of  objects on  the  Internet.  WISeKey  is  working with watch manufacturers on this technology since 2007 and has already secured over  500,000 luxury  watches  from the  potential 25  million  luxury  watches manufacturer in Switzerland.  For more information visit https://www.wisekey.com/products/wiseauthentic/ Hublot announcement  during  the World  Economic  Forum Annual  Meeting  2014:  http://www.hublot.com/en/news/jean-claude-biver-at-the-world-economic-forum-in-davos  Press   contacts:   WISeKey,   Satu   Kulmala,   Tel   +41   22   594    3005,  skulmala@wisekey.com  ------------------------------------------------------------------------------  This announcement is distributed by NASDAQ OMX Corporate Solutions on behalf of NASDAQ OMX Corporate Solutions clients. The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein. Source: WISeKey via Globenewswire HUG#1757554