Luxury watch brand Richard Mille has teamed with Trusted.com to fight back against the sale of counterfeit watches in Europe.
Richard Mille said that counterfeit and non-official watches being sold through non-official dealers has "become an increasing global problem" and following a successful trial in the US with Trusted.com the partnership is now being extended to Europe and the Middle East.
Trusted.com will now provide authentic Richard Mille watches, new and pre-owned models, with an electronic certificate of authenticity known as an e-Title at the time of production. The ownership of the Trusted.com e-Title is transferred and tracked from production, to distribution, to end consumer at time of initial purchase from an authorized retailer, and any subsequent ownership transfers.
Richard Mille customers can register ownership of their watch directly at Trusted.com or through official stockists at the time of purchasing, when a watch is sent for an official service or by presenting the relevant ownership paperwork at any time. The registration is discretionary but the brand is pushing the concept to all its customers.